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Have you ever heard of the term ‘conversion rate’? If the answer if ‘no’, and you own a florist website, then you must learn as much about as you can. Learning about conversion rates is one of the most important things you can do to increase sales for your florist shop.

But what is a conversion rate?

Put simply, a conversion rate is a measurement of sales or conversions, compared with the amount of visitors your website gets.

Example of a conversion rate:

• If you receive 100 visitors/hits a day, and receive 2 online orders a day, your conversion rate would be 2%
• If you receive 100 visitors/hits a day, and you receive 2 online orders, and 8 phone orders, your conversion rate will be 10%. That is 10% of your days visitors you made a sale from with by online or phone order

What is a good conversion rate?

Conversion rates vary widely from industry to industry, from website to website, and is influenced by a plethora of things like where your traffic comes from and how much it costs to get to your florist website. Generally speaking, a good conversion rate for a basic product based website would be around 1.5 – 3% from our experience.

The good news for you, the florist, sales conversion rates for florist website, or industry specific websites, are usually much higher than that.

Your conversion rate goal should range from 10-20%.

The impact of a high conversion rate on my flower sales

This is where things get most fascinating from our perspective, and should be even more inspiring for you.

Let’s sale your florist website receives 100 hits/visitors a day, your conversion rate is 10% for all online and phone orders, and your average sale is $82. Put simply that means your business is turning, on average, $820 per day.

Just repeating:
 

• 100 hits a day
• 10% conversion rate
• $82 average sale
• = $820 per day in sales
   

Using this example, lets imagine the impact on your business in you could lift your conversion rate from 10% to 20% which should be the industry standard.

So, let’s break that down using the above information. Let’s say your florist website receives 100 hits/visitors a day, your conversion rate is 20% for all online and phone orders, and your average sale is $82. Put simply that means your business is turning, on average, $1640 per day.  That has doubled your daily sales, by a small improvement to your conversion rate.

The question remains though – how do I do that?

Watch this space.