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 to Shopify from Squarespace a year previously but the existing site lacked attention to detail and had several problems:

• Google rankings had dropped significantly since the transition because URL redirects hadn't been created, and sales had therefore dropped too
• The existing site sometimes allowed people to place same-day orders after the cut-off time
• The site didn't prevent customers from buying alcohol add-ons without adding flowers to their order first and so violated alcohol licensing laws
• There was no way to control which collections and products showed add-on suggestions, so customers were inappropriately being asked to add champagne or chocolates when buying sympathy flowers
• Wedding/events pages were lacking in content with only a photo gallery and an enquiry button that sent users to a form on another site

Project Features

I completely re-designed the site using a new theme (Prestige) with a much higher quality look and feel and lots more supporting content. The project involved substantial customisation of the theme to create unique features that Beija Flow needed, including:

• A dynamic same-day delivery timer showing hours/minutes left to place same-day orders, which switched off automatically at cut-off time and didn't display on Sundays or holidays
• Add-on products curated to show suggestions based on the current product, and which didn't display if users had navigated from the sympathy collection
• Product upgrade suggestions specific to each product, which only showed higher-priced options and price differences rather than full prices
• An "intelligent" add-to-cart button for alcohol products which checked the cart contents and only allowed adding if a customer already had flowers in their cart
• A custom "You May Also Like" section showing products from the same collection instead of Shopify's automatic product recommendations (which often weren't relevant)
• Content blocks that dynamically inserted suburb or occassion keywords to improve SEO scores, with content stored in metaobjects so Beija Flor could easily update it
• Wedding/events gallery pages with embedded enquiry forms and featured vendors profiles pulled-in from a metaobject to showcase photographers and others who had made the event special
• A "Featured In" section on product pages showing wedding/events in which the product had featured
• Product reviews using the Judge.me app with customisation of the widgets to match site style
• A live Instagram feed using the Instafeed app
• A Google reviews feed using the Testimonial Hub app
• Customisation of the ShipZip app widget to match the style of the site
• Klaviyo integration for email signup and discount codes, with widget customisation to match the site style

The End Result

The new site looks amazing - see for yourself at beijaflor.com.au. Better still 3 months after launch:

• Google rankings rose significantly with most keywords ranking #1
• Average items per order increased 9%
• Conversion rates are averaging 7.6% (peaking at 17.5%)
• Online orders increased 95% versus previous year
• Online sales increased 82%  versus previous year