The Bloom Is Off 1-800-Flowers’ Mobile

With Valentine’s Day a week away, we’re thinking flowers might be in our future (hint, hint) so we decided to review one of the largest flower retailers.

1-800-Flowers ranked number 8 of the Top 100 Internet retailers reviewed in LightningBuy’s 2013 Mobile Commerce Conversion Index. Its cumbersome 10-screen mobile shopping cart was offset by only two clicks required to purchase and an excellent user interface to land it in the top ten.

1-800-Flowers should be grateful we didn’t rank them based on a recent Valentine’s Day tweet that requires 16 screens to complete a purchase. With 16 screens 1-800-Flowers would be closer to the bottom 8 in the rankings.

Here’s the tweet:

We had to scroll to the bottom of the second screen of the landing page to find the product shown in the tweet:

Here are the 4 screens needed to add the flower arrangement to the shopping cart:

Here are the 10 screens in the shopping cart:

Tweets are limited to 140 characters. Mobile purchase experiences should be limited to no more than 3 clicks and 5 screens. This 16-screen mobile purchase process is so long It would have to be either guilt or true love for the customer to hang around to complete the purchase. I’m thinking guilt.
How To Make It Better?

1. Have the landing page show the product you’re selling. If your tweet shows a beautiful picture of a flower arrangement you need to have the same picture on the landing page. Preferably the only picture. Certainly above the fold. Not buried among the fifteen product images 1-800-Flowers has on its landing page. Don’t make the customer work to find the product he’s ready to buy.

2. Shorten the cart. 1-800-Flowers requires the customer to go through four screens to first add the product to the cart and then an additional 10 screens to complete the purchase. Three clicks and five screens is the standard. I’ll throw in an additional click and two more screens since gift sites like 1-800-Flowers must accommodate the gift recipient’s address, delivery date, and a gift message. So that’s 4 clicks and 7 screens total. Still a far cry from 16 screens.

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