Renato Sogueco, AAF, PFCI, vice president of digital strategy and education for BloomNet, will give tips to optimize websites during his session at SAF’s 1-Day Profit Blast.
Online orders make up a significant portion of florists’ sales these days.
A recent survey by the Society of American Florists showed that 66 percent of respondents reported an increase in website sales at Valentine’s Day, beating sales from wire-orders, phone orders and walk-in orders.
Despite this data, many business owners neglect their shop’s virtual storefront, says Renato Sogueco, AAF, PFCI, vice president of digital strategy and education for BloomNet.
“The blunt fact is that most florists don’t pay attention to their website,” Sogueco says. “A lot of florists concentrate on the shop — making sure their window is okay and the shop looks great. So I ask them, ‘How much time have you spent merchandising your website?’ And the typical answer is, ‘Oh, what do you mean?’”
Sogueco plans to show florists how a little time can pay off in higher website ranking and conversions, during “Tricks and Tweaks to Optimize Your Website Performance,” at SAF’s 1-Day Profit Blast in Albany, New York on March 22.
Websites not only need to be attractive, Sogueco says, but they need to be functional for today’s consumers.
“Sixty percent of people are viewing on a mobile phone,” he says. “So, if you have large pictures or ancient code that slows down the experience for people trying to visit, it’s going to kill their visit.”
Ensuring that customers can find your store’s website quickly and easily is key to optimizing online sales, Sogueco says. Google and other search engines, he added, have replaced the now antiquated phone book listings as the way consumers find businesses.
As part of the session, Sogueco will outline how to improve search engine optimization with good keywords and content. If a business can increase online traffic by even single digits, that traffic can become sales, he says.
“Those small percentage points can convert to thousands — if not tens of thousands — of dollars in revenue,” Sogueco says.
He will also offer insight on how florists can use online advertising to out-compete businesses with deceptive advertising. (Read about SAF’s Deceptive Trade Practices policy here.)
“These order-gatherers are in your market, and they are order-gathering your orders,” he says.
The event, underwritten by Bill Doran Company, also features networking opportunities, time to visit a supplier showcase with nearly 20 exhibitors, and two other educational sessions:
- Floral designer and business owner Tim Farrell, AIFD, CFD, PFCI, will inspire creativity with fresh takes on floral arranging for designers of all skill levels. He will also talk about how shop owners can have honest conversations with employees about compensation and expectations.
- Flower Clique’s Vonda LaFever, AIFD, PFCI, and Lori Wilson will host an interactive session for owners, managers and employees aimed at improving employer-to-employee communication and retention.
Register now for 1-Day Profit Blast.
Nona Nelson is a contributing writer for the Society of American Florists.
