SAF CEO Kate Penn sat down with LaFever to talk more about what she will cover during her session, “Maximum Makeover, Minimal Effort: Website Edition.”
Convinced your shop’s reputation is so amazing you can settle for an “okay” website? Think again.
Overall e-commerce grew by a whopping 44 percent last year according to Digital Commerce 360 — a sure sign that consumers are finding retailers online — and their first impressions are everything, says Vonda LaFever, AIFD, PFCI, a web expert and featured speaker at SAF Orlando 2021, the Society of American Florists’ 136th annual convention, Sept. 21-23.
Most people start by Googling a city and florist to get a list of prospects, then they do a “quick click” of the top result. “If they don’t like what they’re seeing — boom! — they’re moving on to the next shop,” she says. “You lose a customer in a matter of seconds.”
During “Maximum Makeover, Minimal Effort: Website Edition,” LaFever joins Flower Clique teammates Ellie LaFever, Kami Martin, and Lori Wilson to detail concrete steps that will result in more traffic — with customers who complete the checkout process and come back in the future.
“A major misconception is that is terribly expensive or way too hard,” LaFever says. “It does take effort, but it’s something anyone can do, whether you’re a little guy or a big guy.”
In a short Q-and-A with SAF CEO Kate Penn, LaFever divulges “the no. 1” website mistake she sees in the floral industry: offering a way-too-comprehensive menu. (Watch to learn more.) “It’s this thing called ‘the paradox of choice’. Customers feel paralyzed when they have too many choices to sort through,” she says. Plus, it seriously damages your profitability to keep a robust inventory and force your staff to learn numerous designs.
LaFever is confident convention session attendees will leave feeling empowered. “You’ll have actionable list you can put to use to make your website look better and perform better,” she says. “You’ll walk away knowing, ‘I can do this!’”
To learn more about SAF Orlando 2021 or to register, go to safnow.org.
Katie Vincent is the senior contributing editor for the Society of American Florists.
