Mother's Day is proving to be a bigger holiday than Valentine's Day for online flower retailer UrbanStems. According to Katie Hudson, content director at UrbanStems, the retailer typically sells five times more than a usual week in the week leading up to Valentine’s Day, but it sells 10 times more than a usual week leading up to Mother’s Day. Moreover, conversion for UrbanStems Mother’s Day sales increased nearly 50% compared with the retailer’s average conversion.

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UrbanStems had its best revenue day ever on May 11, the Thursday leading up to Mother’s Day, Hudson said. That day also saw the highest site traffic on the same day. Site traffic in the week leading up to Mother’s Day increased more than 400% compared with non-holiday weeks. Its average order value also increased more than $10 during the sales period.

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Hudson and her team also conducted A/B tests to determine whether offering add-ons at checkout boosted AOV. They found that when the add-ons were being shown in checkout, it would cause the site to load a little slower because it was having to call to see what add-ons were in inventory. As a result, they removed the add-on upsell opportunity to improve site speed.

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UrbanStems also ran design feature experiments using web design vendor Zmags’ Fastr Frontend interface, which connects to the platform via an application programming interface (API). About 10% of sales during the period came from Zmags custom pages for podcasters and influencers UrbanStems worked with. Those pages averaged an 8% conversion rate, Hudson said.

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UrbanStems also tested its paid landing page made using Zmags against the Mother’s Day product landing page, which runs on the retailer’s Shopify-powered ecommerce site. They saw a 200% lift in conversion when they drove people to the Zmags experience versus just their normal PLP when they’re coming through paid social.

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Sources: https://www.digitalcommerce360.com/2023/05/22/urbanstems-mothers-day/