Mother’s Day made a significant impact on the fast moving sites list this month with Berries.com, ProFlowers.com, 1800flowers.com, and FTD.com all making the top ten. Powerball.com also joined the fast movers this month due to another record-setting jackpot last month. Likely driven by the NHL playoffs in the U.S., NBCSports.com claimed spot #8 on the list, with monthly page views growing nearly 17% month-over-month as well.
Taking a deeper look into the fast movers list with Compete PRO we can see that the demographics of visitors to NBCSports.com heavily over-index for higher income males with 72% of visitors being men and 60% earning more than $60k. Interestingly, the age demographics match up pretty closely with the Internet Browsing Population (IBP), slightly over-indexing for the 55-64 bracket and under-indexing for the 18-34 group.
Interestingly, looking at data from Compete’s new FastFocus product, we can see intriguing sales conversion funnel and loyalty metrics for the flower sites. For instance, we see that approximately 14.6% of visitors to 1800flowers.com started the checkout process in May and 8.7% of visitors completed the checkout process, whereas only 3.1% of visitors to FTD.com even started the checkout process. We can also see that 89% of the unique visitors to FTD.com were “new shoppers,” whereas 1800flowers.com and proflowers.com better capitalized on the seasonal shoppers with 95% and 94% of their traffic, respectively, being new shoppers.
Using Compete PRO’s Keyword Profile report for the term “flowers,” we can see that although FTD.com organically appears at the top of search results for the term, 1800flowers.com captured nearly 3% more traffic from that keyword. 1800flowers.com also achieved those extra three percentage points with half the paid share of FTD.com’s paid share, perhaps in part because of the use of the word “flowers” in their URL. Looking at the top 15 keywords in PRO’s Search Referral reports for each ProFlowers.com, FTD.com, and 1800flowers.com, it’s notable that ProFlowers.com’s keywords are the only ones that do not include Mother’s Day related phrases and it’s the only site that received significant traffic from the keyword “cheap flowers.”
Conor is VP of Products, Compete Intelligence Solutions. He has led product teams in organizations of all sizes, from startups to multinationals, across multiple industries. Professional experience includes leadership roles in product marketing, product management, development, and communications. Conor is based in Boston and can be found on Twitter at @conor_omahony.