Maud Baker, an Atlanta institution, has been delivering fresh flowers since 1947. Originally, they approached Nebo for our expertise in search marketing. However, after measuring their order conversion rate, we realized that a website overhaul was needed.
BRAND & AUDIENCE INSIGHTS
With a great reputation in Atlanta, Maud Baker has acquired many loyal customers over a long period of time. However, a customer interacting with Maud Baker only through its website and messaging would not gain a strong sense of the company’s history. The challenge was to remind customers both of Maud Baker’s long history while also making the ordering of flowers easy and convenient for a 21st century customer.
SOLVING THE PROBLEM
In order to differentiate Maud Baker from larger national competitors, Nebo crafted a website that leverages the shop's unique history. In addition to promoting their greenhouses, the site shares the story of founder Maud Baker and offers an "Ask Maud" feature, inviting customers to get floral advice from experts who have been carrying on Maud's legacy since 1947. We located a Maud Baker delivery truck from the 1950s and used that typeface for the new logo, as well as inspiration for the site typography.
The site also leverages a robust ecommerce system that includes functionality for a variety of product combinations (e.g. occasion, price, color, type, and greenhouse) and free delivery within specific zip codes. The new website, coupled with strong search engine marketing efforts, helped Maud:
- Increase traffic by 72%
- Gain a 6% conversion rate
- Increase average page views per visit by over 47%
- Increase average time on site by over 36%
In addition, ecommerce as a percentage of total revenue increased from 7% pre-launch to 33% post-launch.