How Fresh Flowers tried eCommerce transactions and increased Valentine’s Day revenue by 300% with SEO

Introduction: Fresh Flowers

Fresh Flowers

Thriving in one of the fiercest eCommerce markets, Fresh Flowers is one of Australia’s leading independent florists with local headquarters in Sydney, Melbourne, Brisbane, Adelaide, Perth, Sunshine Coast, Newcastle, Central Coast, Wollongong and the Blue Mountains.

Built on a heritage dating back to the early 1920s, the brand is now in the third generation of family ownership. With a clear mission to to provide the freshest farm-sourced flowers to the Australian public, the Fresh Flowers operates against both local, national and international competitors.

The brand’s position is maintained through service, product quality and a carefully-defined, performance-led eCommerce strategy. Working in partnership with Reef on digital marketing, Fresh Flowers has grown from strength-to-strength and maintains a strong, well-respected position in the Australian consumer floristry market.

The challenge:

Boost year-on-year sales, capitalise on seasonality with SEO

Unsurprisingly, Valentine’s Day is one of the most important dates in the floristry marketing calendar. It is also one of the most challenging periods, with brands big and small competing for a spike in consumer demand.

The main objective for Fresh Flowers was to achieve a strong lead on competitors while improving year-on-year sales.

The solution:

Fuse technical optimisation with content, influencer promotion, and brand relationships

In partnership with Fresh Flowers, Reef needed to identify organic search opportunities. The primary goal was to build authority around Valentine’s Day terms to deliver high-intent traffic to Freshflowers.com.au

Working with Fresh Flowers, we leveraged conventional methods of promotional activity alongside best practice search engine optimisation methods. This included aligning with press releases and promoting discount coupons as well as a campaign competition. This was facilitated by outreach to dozens of brands and influencers during the campaign.

As part of a wider partnership with Fresh Flowers, the campaign was also integrated alongside a number of other initiatives. This include optimising existing content as well as developing new hero content, specifically relevant to this campaign.

The outcome:

More than x2 traffic, x3 transactions, x4 sales revenue

During the Valentine’s Day campaign period Reef secured backlinks and social shares for Fresh Flowers, delivering the following results:

  • 114.41% increase in users
  • 229.14% increase in transactions
  • 310.11% additional revenue

Key campaign statistics:

  • 120% increase in eCommerce conversion rate on Valentines Day
  • Over 90 influencers and relationship experts successfully contacted
  • Over 20 businesses contacted in Sydney, Melbourne, Adelaide and Perth

What the client thought

The results speak for themselves – we weren’t expecting such a year-on-year jump, especially at one of the most competitive periods of the year. Reef were able to quickly and effectively formulate a great SEO campaign solution. This complemented other planned marketing activity really well. Working with such a capable team means we can achieve so much more.

— Matt Gooley – Digital Marketing Manager, Fresh Flowers

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