Conversion rates for online flower retailers hit their peak Feb. 12 and Feb. 13 in preparation for Valentine’s Day, according to exclusive data from marketing analytics firm Jumpshot.
1-800-Flowers.com Inc.’s 1800flowers.com had a whopping 24.6% average desktop conversion rate on Feb. 12 and 24.0% conversion rate on Feb. 13, which is roughly 30% higher than its desktop average the week before (Feb. 5-11), which was 18.5%, according to Jumpshot.
Jumpshot’s analysis is based on its review of more than 160 billion monthly clicks made by 100 million consumers globally. Jumpshot says U.S. consumers comprise a significant portion of its panel. Jumpshot tracks the clickstream of consumers to track on-site searches, product pages views and online conversion points. Mobile data does not include app data.
1-800-Flowers (No. 59 in the Internet Retailer Top 1000) was not alone in its surge in conversions close to the actual holiday, as Jumpshot analyzed conversions for flower retailers ProFlowers.com (owned by FTD Companies Inc., No. 128) and fruit bouquet retailer Edible Arrangements (No. 116).
Edible Arrangement’s same-day delivery service likely helped its conversion rate hit its season high, 25.2%, on Valentine’s Day, Feb. 14.
1800Flowers.com expected this late surge in orders.
“Valentine’s is very much a last-minute holiday,” CEO Christopher McCann told Internet Retailer shortly before the holiday. Last year, the retailer saw a similar pattern, in which sales surged the Monday before Valentine’s Day, he said.
Mobile conversion rates followed a similar late-in-the-season surge. ProFlowers.com had the highest mobile conversion rate of the analyzed flower/bouquet retailers, reaching 14.5% in mobile web conversion on Feb. 12. This is even higher than the retailer’s desktop conversion rate average the week of Jan. 29-Feb. 4, when its average desktop conversion rate was 11.6%.
Proflowers.com also had the largest year-over-year increase in its mobile conversion rate, with its mobile conversion rate increasing 37% and desktop conversion rate increasing 8% on average Monday-Wednesday, Feb. 12-14 compared with Monday-Tuesday, Feb. 13-14 2017, according to Jumpshot.