Serenata Flowers adopts Omniture

Edited by the Marketingservicestalk editorial team Feb 13, 2008

A leading online flower retailer has chosen Omniture's automated on-site testing to maximise visit-to-sales conversion.

Serenata Flowers is using Omniture for testing and targeting for its A/B testing, multivariate testing and behavioural targeting on its website.

Before investing heavily in pay-per-click, search and email campaigns that direct traffic to its website, Serenata Flowers wanted to be sure that all aspects of its site were optimised.

In doing so, the company has been able to maximise its visit-to-sales conversion rates.

Moving forward they will be testing new ideas, promotional content, visual design and navigational structure.

Serenata Flowers turned to Omniture business optimisation technology because of the level of control it offers marketers to optimise site testing.

The Omniture testing and targeting empowers the company to devise its own tests and run them on very granular aspects of the site and visitor segments.

Serenata Flowers can easily determine the frequency and scheduling of specified tests.

Test results can be returned in the time Serenata Flowers chooses, allowing it to identify and respond to trends that may emerge daily or even hourly.

Previously, Serenata Flowers was using an alternative solution but found it unsatisfactory because it was forced to effectively outsource its testing process.

This meant that the company had little control over the tests it ran and was limited in terms of the data it could generate; and there was too much lag between the tests being devised and the amount of time it took for the results to be scrutinised.

"Omniture's testing and targeting solution has returned our autonomy and put our productivity back in our own hands - we now have up to 30 tests running at any one time and we've witnessed the conversion rates on some of our product category pages rise by up to 15 per cent," said Peter Ahl, CEO, Serenata Flowers.

"In terms of overall sales, we've witnessed a lift in revenue of four per cent.

"Considering the relatively low cost to generate this lift, we believe it represents a compelling return on investment.

"For ease of use, speed and flexibility, we believe Omniture provides the best online testing platform on the market".

"Serenata Flowers understands the importance of an effective online presence and has adopted a long-term approach to e-commerce," said Neil Weston, senior vice president and general manager, Omniture EMEA.

"By optimising its website with Omniture technology and services, the company can pursue its online marketing campaigns more aggressively because of a greater sense of confidence in its ability to convert new traffic into sales".