Beija Flor is a leading florist in Darwin, Australia, receiving 500+ orders per month. The project involved building a Shopify website with lots of customisation; and SEO to gain #1 Google ranking
Challenges
Beija Flor had already migrated from SquareSpace to Shopify a year previously but were facing several problems:
- Google rankings had dropped significantly since the transition and sales had therefore dropped too
- The site allowed people to place same-day orders after the cut-off time
- The site didn't prevent customers from adding alcohol add-ons to cart without adding flowers first; so violated alcohol licensing laws
- There was no way to control which products showed add-ons, so customers were inappropriately being shown champagne or chocolates for sympathy flowers
- Wedding pages lacked sufficient content and the enquiry button sent users to a form on an external site
Project Features
The site was re-built using a new theme with a higher quality look and more supporting content. The project involved substantial theme customisation to create unique features that Beija Flor needed, including:
- A dynamic same-day delivery timer showing hours/minutes left to place same-day orders that switched off automatically at cut-off time
- Add-on products curated to show suggestions based on the current product that were hidden when users navigated from the sympathy collection
- Upgrade options that only showed higher-priced products and the price difference rather than full price
- Intelligent add-to-cart button for alcohol add-ons that checked user's cart and disabled unless the cart contained flowers
- Customised "You may also like" section showing products from the same collection instead of Shopify's automated recommendations
- Content blocks that dynamically inserted suburb or occassion keywords to improve SEO scores
- Wedding/events pages with embedded enquiry forms and featured vendor profiles to showcase vendors who had made the event special
- Custom "Featured In" section for product pages showing weddings/events in which products had featured
- Product reviews using Judge.me app with customisation of the widget to match the site style
- A live Instagram feed
- A live Google reviews feed
- Customisation of the ShipZip app widget to match the site style
- Klaviyo integration for email signup and discount codes
The End Result
See the site at beijaflor.com.au. Within three months of launch:
- Google rankings rose significantly with most keywords ranking #1
- Conversion rates are averaging 7.6% (peaking at 17.5%)
- Online orders increased 95% versus the previous year
- Online sales increased 82% versus the previous year
