Venus et Fleur
Venus et Fleur has redefined the luxury floral market with their exquisite arrangements of long-lasting roses, allowing customers to enjoy the beauty of fresh flowers for up to a year.
Venus et Fleur was looking for an elevated email program with design principles that matched their luxury brand identity. Furthermore, they needed a creative strategy roadmap that helped them convert more customers. With a robust creative library, I felt there was a significant opportunity to develop a testing plan.
Venus et Fleur’s peak sales periods center around holidays and seasonal promotions. Historically, Venus et Fleur utilized lengthy runways leading up to these periods, often emailing customers months before holidays like Valentine’s Day and Black Friday. However, they had reached a sales plateau in the previous year and urgently needed new ways to drive business.
My first impression of Venus et Fleur was their massive selection of products, each with its own customization options. This led me to the hypothesis that customers, when presented with too many products in a single email, were experiencing decision paralysis. I decided this was worth testing first.
The long holiday runways were fertile grounds for A/B testing and could be easily compared with previous years since the promotional schedule remained relatively unchanged YoY. With the Valentine’s Day runway approaching, I developed a series of tests to compare truncated, hero-focused emails against expanded emails with product selections.
The results indicated a clear preference. Customers who received the truncated version were clicking through to Venus et Fleur’s website and converting at a higher rate.
+26%
clicks on truncated version
+10%
conversion rate on truncated version
After repeating this test three times during the Valentine’s Day runway, I established a truncated template for Venus et Fleur’s tentpole holiday events. We continued to use truncated formatting and moved on to message testing within the new format.
