SF Floral, doubling conversion, cutting ad spend 30%, launching B2B.
A Bay Area floral distributor was selling to consumers and wholesale buyers from one confused website. In 4 months SEOD split the funnels, rebuilt 80+ product pages, launched a B2B pipeline, and moved $47K of aging inventory through retargeting instead of sending it to compost.
The client.
SF Floral, a Bay Area floral distribution business selling both to direct consumers (weddings, events, subscription arrangements) and to wholesale buyers (florists, hotels, restaurants). One clunky website was trying to serve both audiences and failing both.
What was broken.
The B2C site converted at 0.8% (industry average: 2.5%). Wholesale buyers arriving from trade-show referrals didn't see a single "wholesale" entry point, they'd land on the consumer site, get confused, and leave. Ad spend was $3,500/month with an attributable ROAS of 1.2×, barely breaking even after cost of goods.
What we changed.
1. Split audiences, split funnels.
Rebuilt the site with clear B2C and B2B entry points from the homepage. Separate navigation, separate pricing pages, separate contact forms. Account creation for wholesale gated to B2B buyers only. Each audience got the experience designed for them.
2. Product photography and page optimization.
Rebuilt 80+ product pages with lifestyle photography, clear pricing, and trust signals (delivery guarantees, sustainability certifications). Added size/occasion filters. Cart abandonment emails launched.
3. Aging-inventory retargeting.
Flowers are time-sensitive; aging inventory becomes waste. We built a dynamic retargeting program that showed perishable inventory to customers who had viewed similar products, with time-bound discount codes. Aging inventory became revenue instead of compost.
4. B2B pipeline from scratch.
LinkedIn Ads targeting florist and hospitality buyers. Gated white paper on "sourcing sustainable flowers at scale." Sales pipeline built in HubSpot (then migrated to the client's preferred CRM). First B2B wholesale deal closed within 8 weeks of campaign launch.
The tactical list.
- Dual-funnel site rebuild (B2C + B2B)
- 80+ product pages rewritten, re-photographed, re-tested
- Cart abandonment email automation
- Aging-inventory retargeting program
- LinkedIn B2B ad campaigns
- Wholesale white paper + gated lead-gen funnel
- Ad spend reallocated to higher-ROAS channels
The takeaway.
If you're trying to sell to two different audiences from one website, you're almost always selling poorly to both. Split the experience. Double the conversion rate, cut ad spend 30%, launch a new revenue channel.
Let's talk about your business.
Ten-minute call. Free. If SEOD isn't the right fit for you, Eric will tell you straight.
87% of clients renew at month 6. Most see traction inside 90 days.