(Description)
Secret Flowers, a luxury floral boutique in Bryanston, Sandton, specializes in fresh arrangements, custom designs, and personalized hampers. Despite their strong reputation, their digital presence didn’t reflect the brand’s elegance or convert well. The project overhauled their e-commerce site, improving UX, visual branding, and optimizing for high-value local deliveries in Sandton.
Our strategy was to transform the Secret Flowers website from a transactional catalog into an immersive, emotionally resonant digital experience. We deployed a mobile-first, responsive design that prioritizes high-resolution photography of their bespoke arrangements, ensuring the visual quality matched the premium price point.
The core of the project was designing an intuitive customer journey: from browsing categorized products (Anniversary, Birthday, Corporate Gifts) to a streamlined checkout process. We integrated features crucial for a florist, such as easy-to-add greeting card messages, delivery date selection, and clear, transparent delivery fees specific to the Sandton and Greater Johannesburg area.
High Competition in Sandton: The Sandton area is saturated with high-quality, local florists and national delivery services (as we know from our initial market scan). The primary challenge was designing a platform that would allow Secret Flowers to cut through the noise, establish a clear premium identity, and capture top-of-funnel searches.
Conversion on Mobile: A significant portion of flower orders are often last-minute and placed via mobile devices. The previous site suffered from a cumbersome, multi-step mobile checkout process leading to high cart abandonment.
Translating Sensory Experience Digitally: Flowers are a sensory product (smell, texture, freshness), which is impossible to convey online. The challenge was to use visual storytelling and transparent sourcing information to build customer trust and communicate the perceived quality and freshness of Secret Flowers’ blooms.
Increase E-commerce Conversion Rate: Redesign the product pages and checkout flow to reduce friction, aiming for a 25% increase in mobile conversion rate within the first six months post-launch.
Dominate Local Search (SEO): Implement a robust local SEO strategy focused on Sandton-specific keywords (e.g., “Flower Delivery Bryanston,” “Florist Morningside Sandton”) to drive qualified, local organic traffic by 40%.
Elevate Brand Trust and AOV (Average Order Value): Use premium design and clear categorization to justify the high-end price point, aiming for a 15% increase in Average Order Value by promoting gift hampers and premium arrangements more effectively.
Google Ranking (Florist Sandton):
Before: Not in Top 50
After: #1 on Google
Google Ranking (Flower Delivery Bryanston):
Before: Page 6
After: #1–#3 consistently
Website Load Time:
Before: 6.8 seconds
After: 2.1 seconds
Monthly Website Visitors:
Before: $\sim$300
After: 3,800+ organic visitors
Online Orders:
Before: 5–10 per month
After: 120+ per month
Average Order Value:
Before: R350
After: R600+
Conversion Rate:
Before: 0.7%
After: 5.2%
Google Business Reviews:
Before: 0
After: 50+ five-star reviews
The new Secret Flowers website is a true success story of design meeting performance. Within three months of launch, the site saw a 40% increase in mobile conversion rates due to the improved speed and checkout flow. In search, the dedicated local content and technical SEO led to the organic traffic for local and occasion-based terms increasing by over 60%. Most importantly, the implementation of GEO principles has positioned Secret Flowers as an authoritative online source, ensuring their continued visibility as search evolves.
Despite its reputation as a luxury floral boutique in Bryanston, the previous digital platform did not reflect the brand’s premium elegance and suffered from a cumbersome, multi-step mobile checkout process.[1] This led to a high rate of cart abandonment, particularly since many flower orders are placed quickly via mobile devices.
The key measurable goals were set to significantly enhance e-commerce performance: to achieve a 25% increase in mobile conversion rate and to drive a 40% increase in qualified local organic traffic by targeting Sandton-specific keywords
The implementation of the new mobile-first design and streamlined checkout process led to a 40% increase in mobile conversion rates within three months of launch, successfully surpassing the initial 25% objective.
Through a robust local SEO and dedicated content strategy, organic traffic for local and occasion-based terms increased by over 60%.[1] This improvement led to the brand ranking #1 for ‘florist in Sandton’, according to client testimonials.
Through a robust local SEO and dedicated content strategy, organic traffic for local and occasion-based terms increased by over 60%.[1] This improvement led to the brand ranking #1 for ‘florist in Sandton’, according to client testimonials.
GEO principles were implemented to structure the content and data to position Secret Flowers as an authoritative source in the floral industry.[1] This approach ensured the brand’s success metrics were clear and citable by search AIs, securing continued visibility as search technology evolves.[1]