Roses Only: How a Website Redesign Boosted Sales and User Engagement

In three months, Roses Only cut cart abandonment by 40%, increased conversions by 20%, and boosted average session duration from 3 to 5 minutes — turning their website into a 24/7 online showroom that delighted customers and drove repeat sales.

See How We Built Roses Only

Roses Only: How a Website Redesign Boosted Sales and User Engagement

Meet Roses Only

Roses Only has been one of Australia's most recognised premium florists for over 30 years — known for hatbox arrangements, same-day delivery, and showing up for the moments that matter. But by 2023, their digital experience had fallen behind the brand. The website that had served them for a decade was slowing growth, not enabling it.

They came to EB Pearls to rebuild it — not as a refresh, but as a full reimagining of the online shopping experience. One that could handle Valentine's Day traffic without buckling, convert mobile visitors at the same rate as desktop, and give their marketing team the flexibility to ship seasonal campaigns without developer bottlenecks.

When rapid growth begins to outpace your systems.

Roses Only had long been the go-to destination for sending beautiful flowers for life’s special moments. But behind the scenes, their website hadn’t kept pace with the brand it represented.

Slow, frustrating navigation

Visitors struggled to find products. Menus were cluttered, filters were unintuitive, and pages loaded inconsistently across devices.

Outdated visual design

The website didn’t showcase Roses Only’s premium products. Photos were static, layouts were unappealing, and the brand’s quality wasn’t reflected online.

Clunky checkout process

Even after selecting products, completing a purchase involved multiple steps that frustrated users, contributing to high cart abandonment.

Limited mobile experience

Many customers accessed the site from phones. Slow load times and poor responsiveness created friction and reduced engagement.

Roses Only transformed our online shopping experience! The new site is not only visually stunning, but it’s also so easy to navigate

By combining beauty and usability, Roses Only is capturing more sales and customer trust than ever before.

But committing to a full redesign wasn’t a decision the Roses Only team took lightly.

Roses Only leadership hesitated before committing to a full website redesign. Peak periods like Valentine’s Day and Mother’s Day were critical — even a small disruption could mean lost sales and disappointed customers.

Would a new site actually reflect the brand, or dilute it?
Could the transition be managed without disrupting orders during peak season?
Would the investment translate into measurable growth?

They needed more than a development team. They needed a partner who could understand the nuances of floral retail — from customer behaviour and gifting occasions to the emotional experience of giving and receiving flowers. They needed someone who could see the website not as a set of pages, but as the stage where customers experienced the joy of their brand.

Turning Friction Into Delight

EB Pearls quickly realized that the challenge wasn’t just about aesthetics, performance, or even mobile responsiveness. The core problem lay in the shopping journey itself. Product discovery, navigation, and checkout were disjointed, creating friction at every step.

By redesigning the flow — connecting interactive product displays, intuitive filters, and a smooth checkout — EB Pearls could turn frustration into delight, making every visit to Roses Only feel as effortless and rewarding as receiving a bouquet.

A Platform Designed to Delight

The team created a platform that showcased Roses Only’s floral arrangements beautifully, guided users seamlessly through the site, and optimised checkout to minimise friction.

Interactive Product Displays

High-resolution, zoomable photos and thumbnails for immersive browsing.

Streamlined Navigation

Filters by occasion, colour, location, and gifts for fast discovery.

Shop by Gifts & Flowers

Combined bouquets and gift sets with one-click purchase.

Performance Optimization

Faster page loads, smoother transitions, reduced bounce rates.

Mobile-First Design

Fully responsive across devices with consistent speed and layout.

SEO-Friendly Structure

Optimized content to ensure search visibility and customer acquisition.

Every choice grounded in real users and real operations.

01 Studied real customer browsing behaviour before designing screens observed how users explored bouquets, gifts, and bundle options, noting where they hesitated or dropped off.

02 Mapped the full checkout journey : identified points where friction slowed conversions, from product selection to payment confirmation.

03 Analysed mobile and desktop interactions separately : ensured the experience was smooth and intuitive across all devices, reflecting actual usage patterns.

04 Reviewed internal order and fulfillment workflows : understood how selections, inventory, and delivery logistics intersected with the website experience to prevent errors and delays.

Three moments that built the trust

Roses Only had evaluated other agencies. What made the difference wasn't the technology stack — it was how the engagement was run from the very first conversation.

They understood the business, not just the brief

During discovery, the team identified that peak-season readiness — not aesthetics — was the real risk. They reframed the project around Valentine's Day and Mother's Day traffic patterns before a single screen was designed. That one shift told us more about how they work than any proposal could have.

Every decision was explained before it was made

When trade-offs came up — template flexibility vs. load speed, feature depth vs. launch date — the team walked Roses Only through the reasoning first. No black-box decisions. No surprises at handover. We always knew exactly where we stood and why.

We saw our own customers in the prototype

Three weeks in, Roses Only saw real gifting journeys reflected in a working prototype — the Valentine's rush, the last-minute Mother's Day order, the corporate bulk gift. That was the moment the team stopped wondering if it would work and started planning for when it launched.

Technology Used

HTML

Sass

Babel

ReactJS

Shopify

Liquid

HTML

Sass

Babel

ReactJS

Shopify

Liquid

From Manual Orders to Seamless Floral Commerce

Roses Only transformed flower buying and delivery into a streamlined digital marketplace. The result is higher conversions, faster fulfilment, and stronger repeat purchases.

Metric	Before	After · EB Pearls
Cart Abandonment	High drop-off at checkout	−40% in 3 months
Conversion Rate	Baseline	+20% uplift
Session Duration	3 minutes average	5 minutes average
Mobile Experience	Slow, unresponsive	Fully responsive, faster load

Browsing stopped being a search. It became a purchase.

“I used to struggle finding the right bouquet quickly.”

“Now I can order exactly what I need in under a minute.”

Users stopped treating the site as a browsing catalogue and started using it as a fast purchase tool.

Operationally, the business saw smoother seasonal performance, with fewer drop-offs during peak traffic periods and stronger mobile conversion consistency.

With a scalable Shopify foundation, Roses Only can now expand into seasonal campaigns, personalised gifting journeys, and faster promotional rollouts without redesigning core flows.

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