Case: Wholesale of flowers (B2B). The ideal service for flower delivery: the case of the store "City of Bouquets"

• Published: February 07, 2018

Hello! Today we have a case in one mainstream niche that is " flower delivery”, I know many people want to try to do business in this niche and they do, but they don’t quite understand how they can increase flower sales. Of course, there are many ways to attract customers, but our case is designed for owners of online stores, VKontakte publics and those who are considering whether to create an online flower shop or not.

From the case you will learn how we were able to achieve 8 orders per day consistently and sales on the site continue to grow, probably by the time you read the case daily sales will be about 12 orders.

A client contacted us 3 months ago from Moscow from online flower delivery stores in order to promote the site according to his requests. After looking at the keywords, I realized that it would be difficult to achieve quick results for highly competitive keywords like “flower delivery in Moscow” in a short period of time, but everyone wants quick results, so I decided to start focusing exclusively on certain categories of flowers, such as:

• Flowers in hat boxes
• Flowers with pasta
• Flower arrangements in a box
• Flowers in transparent boxes
• Flowers in an envelope
• And others…

After analyzing the site, we made a work plan and it was as follows:

• Collecting the semantic core
• Audit Screaming Frog
• Audit for commercial factors
• Creation of TK for texts
• Write Title and Description
• secret point
• Write txt
• Solving technical problems
• Landing page relinking
• secret point
• Organization Directory Run
• secret point

Let's go over all the points in a nutshell so that you have a general picture of how we worked on the site.

Semantic core

When collecting keys, we focused on a well-decomposed structure, since in promoting online stores you can get traffic only through the correct structure. But even so, you should not forget about subcategories of levels 2-3, because low-frequency traffic is hidden there, and if these goods also cost 3-5k, then you can increase revenue by 30% per day only by promoting low-frequency requests.

Thus, we have added to the category "flowers in a hatbox" the subcategories of roses, tiffany and peonies in a hatbox. The total key frequency turned out to be 240 requests per month, which is really good traffic for such subcategories. In total, the number of keys in the semantic core was 306, but in the future we expanded it to 450 due to additional sections.

Audit Screaming Frog

The trick is that every site has technical flaws that need to be addressed. It can be a crooked responsive theme, duplicate pages, or rubbish in the index. All this may not interfere with progress, but our task is to remove all obstacles and for this we use the screaming frog program to find such vulnerabilities.

With the help of this software, we have identified:

• Duplicate pages
• Pages with empty Description
• Pages with missing h1

All holes were closed first before site optimization.

Audit for commercial factors

We have a couple of templates for commercial factors, where we check the site and, by the way, together with it we do a technical audit, also a template.

In the template, we use more than 30 com.factors and after identifying the weaknesses, we compile them into a list and send them to work or contact the client to help close these issues. Everything depends on the situation.

It happens that we can not cover all the factors, for example, not everyone wants the number 8-800, but most of them are worth finishing. On this project, 95% were closed, and this is enough for the site to rank highly.

Creation of TK for texts

We are very scrupulous about the texts and not even about the texts themselves, but about the preparation of technical specifications for them. The whole problem is that the text must be optimized, maintained in terms of the number of characters and at the same time be useful to the user. In this case, we calculate the number of occurrences manually. When you make an information site with 1000 pages, you should use services to create technical specifications, and when you promote a commercial site and it has only about 30 landing pages, it is better to do all the technical specifications manually.

In this case, we are sure that the texts will be 100% optimized for keywords. Here is a screenshot of one of our TK.

Write Title and Description

When creating a semantic core, we assign a unique Title and Description to each landing page. There is a trick in online stores that it is worth adding a phone number to the description of the page, often people click on the number directly from the search results and place an order, especially users from a mobile phone who do not want to rummage around the site.

The correct filling of these meta tags gives +50% to promotion success, but it is impossible to fill them correctly if the semantic core is composed haphazardly. In general, everything is interconnected.

Run through the directories of organizations.

This is not the catalog run that died back in 2010. Here is a slightly different principle, our task is to increase the trust of the site by publishing it in the Moscow directories of organizations. This is the cheapest and most effective way to promote your home page, increase trust and get backlinks.

(screenshot)

When promoting, we do not ask for money for running through catalogs, this service is already included in the standard tariff.

What results did we get?

Do you think we got worthy results from the work done? I think quite!

Maybe top 5? Or top 10? In fact, we have worked very carefully on the site and the search engines have rewarded us. For almost all keywords, we got top 1.2. To confirm my words, I attach screenshots:

Together with the main keys, the low-frequency ones were also connected, and here is the confirmation:

The work led to the fact that we began to receive 9 orders per day on the site and 2-3 individual orders by phone. On orders, too, proofs to the studio.

Case conclusions

Complex work on the site gives immediate results in the form of an increase in positions and sales. Traffic from search engines does not depend on the number of subscribers in your group, and therefore SEO optimization is a priority when promoting your website or store.

If you want to get similar results, then write to the mail [email protected]

Website promotion

A private optimizer is much cheaper than a web studio. I will help you bring your site to the TOP-3 and set up automatic sales. The cost of services includes audit, technical and seo optimization of the site.

Selling flowers on Instagram is not as easy as it might seem at first glance: bouquets, unlike clothes and jewelry, are rarely bought impulsively. Most often, flowers are bought by a certain date for some occasion.

Therefore, we can distinguish two areas of promotion to increase sales:

1. Raise your account in Instagram search results and by hashtags. To do this, we increase the involvement of the audience.

2. Work on brand awareness so that it becomes a Top Of Mind brand among the residents of Cheboksary.

Top of Mind is the first brand that is remembered by the consumer when mentioning a product category. It is necessary that a resident of Cheboksary first of all remembers @flowers_cheboksary when it comes to flowers. To do this, we also involve the audience in activities and add an individual approach.

What is done:

An individual approach captivates and is remembered much better than the usual announcement “10% discount to all participants of the competition”.

Since these people are already following us, Instagram did not restrict the creation of new dialogues.

Mass following and mass liking

Worked with three main channels:

1. Parsing the audience of the Vkontakte group "Overheard Cheboksary"

2. Followed and liked those who were marked by the participants of the contest

3. Followers and likes of subscribers and subscriptions of contest participants. The logic is this:

• all contestants live in Cheboksary. With a high probability they are subscribed to their friends and acquaintances who also live in Cheboksary.

• people are more likely to follow an account that their friend is already following (shown in bold below the profile description)

There are filters everywhere.

• limit on the number of subscribers (4000)

• subscription limit (900)

• only Russian language

• added a list of stop words so as not to catch commercial accounts

Result:

The number of orders increased noticeably, and the customer increased the budget to 8 activities per month instead of four.

Launched a new contest to increase engagement. No one else needs to be tagged. We are drawing a bouquet among those who simply comment on our latest photos (the number of comments is unlimited). We receive free comments from real people not only under the contest post, but also under all other photos. Now at least 15 comments are collected under each photo.

City of Bouquets is one of the largest online flower shops in Russia, and the first among those who create edible bouquets. During the year, the "City of Bouquets" processes more than 13,000 orders and serves 9,000 customers.

The store does not have offline points: all orders are fulfilled with delivery: urgent or on time.

What were the shipping requirements?

• Delivery on time or urgent.
• Shipping costs must be reasonable.
• Solving typical problems: the courier refuses to go, gets sick, breaks his arm, asks for a lot of money.
• Guaranteed safety of the shipment: so that the flowers do not wilt, and the chocolate does not melt.
• Ability to track the status of the order and the location of the courier.

Same day delivery service

“City of Bouquets” has been cooperating with the express courier delivery service for more than 4 years. The service takes care of everything.

Dostavista works on a crowdsourcing model: couriers receive orders through a mobile application, and senders can call a courier through an order form on the website or mobile application. You can call a courier on foot or in an air-conditioned car.

“It's really convenient: you don't need to look for couriers, train them, pay for their mobile communications and other expenses. Therefore, we chose this service, saved ourselves from unnecessary headaches. We also have 3 couriers in the state, they often deliver something for my personal orders or very expensive orders.” - comments Kirill Maslennikov, director of the City of Bouquets store.

Average delivery in Moscow from 385 rubles, in the regions - 199 rubles. The cost for each order is individual, you can calculate it online on the service website or in the Dostavista mobile application. The courier manages to get from point A to B in an hour and a half, which is very important for edible bouquets that are made from berries, fruits, sweets.

Scaling

Any business means growth. How to cope with the increase in orders if there are only 5 couriers in the state, one of whom fell ill? It's easy if the couriers are not in the state, but in the application. And if you are not responsible for their sick leave, payment, etc.

Outsourcing delivery will allow you to save time and effort that you can devote to growing your business.

conclusions

Delivering flowers quickly is profitable. And it is even more profitable to entrust delivery to trusted services. Today we analyzed the case of cooperation between a large flower shop "City of Bouquets" and Deliverista

You can learn more about the service or make a trial order on the official one.

Hello, I think many have already noticed that I am not a particular fan of writing case studies, but my colleagues are waiting for this case from me.
I don’t know who recommended me as a specialist to this customer, but since they recommended me, I need to help the person. Project:— Wholesales of flowers
Budget for tests- 3000 rubles (it was determined by me personally)
GEO— Kazan, Yoshkar — Ola, Nizhny, Cheboksary, Ulyanovsk
Goals— Finding and attracting new customers Result:

• 205 subscribers for 2084 rubles - the average price of a subscriber 10.1 ruble
• Already at the moment 11 customers out of 42 processed (some of the potential customers are outside the delivery radius, but this is a matter of time)
• Client's current price 190 rubles (users are being processed, the list of clients is growing)

Search for a bank

The customer provided a list of groups that, in his opinion, were direct competitors.
After analyzing the customer community, which was developed exclusively by white methods, as well as the groups of competitors provided, I expanded the list of competing groups.
The analysis of groups was carried out through the tab "Groups where there is a target audience" with subsequent filtering by keywords.

The customer also identified 3 segments of the c / a:
1. flower business owners
2. wedding agencies
3. Agencies for organizing corporate events

Analyzing the groups, I singled out another segment - florists.

The story of how I fought with the side format and he beat me

The results above are excluding the sideways RC

1085 rubles were spent on the side format, while 10 subscribers were received - 108 rubles per subscriber is somehow expensive, unfortunately some of my records were lost due to the unforeseen death of the hard drive, below I will briefly describe what was done and what did not work no result on the side format.
1. Targeting flower group admins didn't bring any positive results (you'll find out why at the end)
2. Targeting administrators of floristry groups, gave exactly the same result as in the first case - i.e. null
3. Target for subscribers of 4 or more flower sales groups, as well as for an active audience in those crossed with business groups - 0
4. Targeting commentators - result 0
5. Targeting groups of competitors (namely, groups) gave these 10 users, after analyzing which I further expanded the list of competitors.

Here I want to note one nuance that I had to remove the geo settings, because. the samples turned out to be insignificant, the base collected by various methods was only 76 people from the given region, geos were set in the advertising account.

So where did the clients for 190 rubles come from?

Every week, the group published a post with current offers for the week:

Based on the results of the bitter experience of the side format, I was well aware that the only thing that gives at least some result is the audience of competitors, especially since I significantly managed to expand the list of competitor groups.

Now many will wonder why it was impossible to simply parse the groups for the corresponding query "Flowers in bulk" and filter them manually, yes, you can, but based on my practice, I noticed that the groups found through the "Groups where there is a target audience" tab are much more effective.

When applying the given geo-parameters, I again ran into the problem of a small sample, after an hour of advertising that stood in one place, I removed the geo restrictions, expanding the RK to the whole mother Russia.

In my case, geos were determined by the groups of competitors themselves, because. groups affecting the region were taken into account.

Result of the 1st post:
51 subscribers for 331 rubles - 6.5 per subscriber
Price was viewed by 450 people, downloaded by 27.

I want to note that the statistics of the promo post itself differ significantly from the real one, based on its data, only 30 users joined the group, but since there are no other traffic sources in the group, the real result is as follows:
On May 3rd, 36 subscribers and on May 4th, 15, which in total amounted to 51 subscribers, I repeat, there are no other sources of traffic in the group, the natural increase is zero.

And the post stats:I analyzed the newcomers, I found a few more new rival groups and added to my golden list.

A subsequent post with current offers gave us 52 subscribers at a price of 9.8 rubles, 430 viewed the price, 22 downloaded.

In addition to the post with current offers, there were posts with promotions that did not particularly go

Subscription price 20 rublesANDSubscription price 23 rubles
Now there is a trend towards an increase in the price of a subscription, I set up the last post for new members of these communities, which slightly reduced the cost of a subscription, to 8.5 rubles, but the flow of 10 people dropped significantly.

Unfortunately, I cannot use promo posts for other segments of the c/a with targeted messages, for example, for the same florists or wedding agencies. the customer does not want to compete with his retail customers.

I would like to pay special attention to the "Contacts" parser (administrators), on which quite a lot of novice specialists place their hopes when working with the b2b market, but they get into trouble.

This scraper performs very well in small businesses, where the owner, sales manager and cleaner are the same person, but in large companies, in the administrator section, as a rule, sales managers are indicated for whom your offer will not be interesting.

Promotion of an online store is not an easy task in a highly competitive environment. But with a qualified, thoughtful approach, you can achieve the desired goal, and quickly enough. A practical example is the promotion of a new online flower shop in St. Petersburg.

To bookmarks

How did it all start and what is the result? Consider below what work was carried out by the specialists of the Internet agency sivov.ru.

History, goals, main stages of work

About a year ago, the owner of a chain of flower shops in St. Petersburg contacted us. He already had a stream of customers in an offline network of flower shops.

He planned to expand by introducing a new sales format to the St. Petersburg market - a store-warehouse with the possibility of selling flowers and roses at extremely competitive prices. Naturally, the task was to attract customers from the Internet.

For several months, the owner and the developer have been preparing the site. Consultations were held on technical issues important for SEO, which made it possible, upon completion of the preparation of the site, not to redo it, but immediately proceed to content and optimization.

An important stage - in the course of preparation, a domain with an already functioning site was selected and purchased. This was done so that there was no “sandbox” of the new site in the search. The name suited the owner, the technical parameters of the resource were suitable for further promotion.

Within a few months after the launch, we added about 500 different landing pages with different types of flowers, bouquets, descriptions of various situations and cases in which flowers are bought. At the same time, the semantic core is about 600-700 queries, which included both HF and MF formulations.

The photo shows a part of the Mind map (connection diagrams) to determine the direction in which people can come to buy flowers.

Where and how do you buy flowers? Causes, situations, places.

And this is a table that was prepared to generate the "correct" names and descriptions for bouquets.

Table with data to generate

What exactly did they do in practice?

For each added page we put:

Optimized meta tags;

Text (in most cases);

A set of interesting bouquets so that you can immediately make a purchase.

IMPORTANT! Particular attention was paid to the Description tag. It prescribed various attention-grabbing signs, symbols that distinguish the site in the search from the general row.

In addition, we:

• Made a restyling of the product card;
• Added the ability to view several photos, including using the zoom function;
• Included information about the composition of the bouquet (what it consists of specifically);
• Added payment options;
• Created a list of the benefits of ordering in this company with a graphical display;
• Added the ability to buy a bouquet in one click, as well as the ability to see other similar flowers.

In addition to the above, we have significantly worked on the technical parameters:

• Optimized website loading speed as much as possible;
• Added the presentation of information on the site to increase the confidence of visitors;
• We put catchy triggers that report quality and delivery speed.

It should be noted that links to the site were not bought either through exchanges or directly. Only works on registration in thematic and general directories with high trust and attendance were carried out. In autumn, in accordance with modern trends, a secure connection was set up for the site. This is especially important for online stores so that when making a purchase, customer data is protected from possible encroachment by third parties.

It should be noted that the customer actively used other sources of traffic attraction:

• Working with coupon sites;
• Advertising in popular city publics and so on.

What are the results of our work?

Active engagement of the audience at the first stage allowed us to quickly show a good behavioral factor, as well as increase growth in search engines.

Growth rates

As you can see from the graph, initially the number of clicks from social networks was very high, but over time, the share of clicks from search significantly exceeded them. Coupon sites, on the other hand, did not contribute much to either the number of clicks or the number of orders.

The Yandex search engine responded in the best way to our actions.

Referrals from search engines

Positions in Yandex for tulips

In the direction of roses, these are the positions.