Delivering $3M+ Annualised Revenue Uplift for Venus et Fleur
How Velocent's SaaS Platform & Experimentation Services transformed digital commerce performance for the global leader in luxury eternity floral arrangements.
Venus et Fleur is the global leader in luxury eternity floral arrangements, renowned for bespoke, premium gifting. In early 2025, Venus et Fleur partnered with Velocent to transform their digital commerce performance—combining our proprietary analytics SaaS platform with an end-to-end experimentation programme.
Fragmented Data & Incomplete Insights
Venus et Fleur's growth was limited by insufficient attribution and unreliable reporting from legacy ecommerce analytics. There was no way to accurately quantify the impact of marketing or on-site initiatives by channel, device, or campaign.
Stalled Conversion Growth
Standard promotional tactics and incremental design tweaks were no longer moving the needle on conversion or AOV, with engagement stagnating at critical buying periods.
Need for Actionable, Attribution-Driven Experimentation
The business required a future-proof approach—combining robust data, agile experimentation, and commercial focus—to unlock new sources of revenue and sustain their luxury brand position.
1. Velocent Analytics Platform: Powering Reliable, Actionable Data
Venus et Fleur's digital performance was held back by fragmented analytics, incomplete attribution, and an inability to quantify the commercial impact of change.
With Velocent, Venus et Fleur gained:
Comprehensive Attribution
Granular, event-level tracking of every visitor journey across channels and devices.
7+ Years Data Retention
Enabling long-term trend and cohort analysis, far surpassing legacy systems.
Unified Reporting
Real-time dashboards and SQL-based querying for in-depth, actionable insight—used by both internal teams and partners.
Experiment-Ready Infrastructure
The platform's seamless integration with the ecommerce stack meant Venus et Fleur could reliably measure every change, test, and marketing investment.
2. Experimentation, Enabled by Velocent
With analytics transformed, Venus et Fleur leveraged Velocent's experimentation management features and expertise:
A/B and Multivariate Testing
Integrated test set-up, targeting, and statistical analysis all within Velocent.
ARPU-Led Optimisation
Average Revenue Per User was established as the core metric—automatically tracked and reported at test, segment, and channel level.
Insight-to-Action
Hypotheses were prioritised based on real customer behaviour, surfaced through Velocent's attribution and journey insights.
Integrated with Marketing
Insights and wins were shared with marketing partners to inform spend, campaign timing, and messaging.
1. Core Product Upsell & Lateral Navigation
Objective: Increase upsell from Small to Large Hatboxes and improve conversion by exposing the value equation and allowing easier navigation between price points.
Key Learning: Exposing the relative product size and cost value equation encourages both upsell and conversion.
2. Delivery Messaging (Guaranteed Event & Next Day Delivery)
Objective: Remove barriers to purchase by providing customers with certainty around product arrival for key occasions (Mother's Day, Valentine's Day, last-minute gifting).
Key Learning: Delivery confidence is a decisive lever—customers respond strongly to clear, timely fulfilment messaging, especially for high-value, time-sensitive purchases.
3. "Buy Now" Button on PDP
Objective: Test whether a prominent "Buy Now with Shop Pay" call-to-action on product pages would increase conversion rates by expediting the checkout process.
Key Learning: Faster checkout is not always better; circumventing essential content can damage both conversion and customer experience, especially for premium products. This test highlighted the importance of validating convenience-driven changes with data, not assumption.
SaaS + Service
Velocent provided not just the data infrastructure, but a fully managed experimentation programme—delivering insight, execution, and measurable value.
Attribution-Driven Optimisation
Every win was quantified and channelled back into Venus et Fleur's marketing and product decision-making, maximising the commercial impact of every innovation.
Rigorous Validation
All major changes were AB-tested with statistical significance, protecting margin and brand equity by only rolling out proven winners.
True Partnership
Transparent communication, cross-functional delivery, and a focus on business priorities ensured that Venus et Fleur's team and partners could act on new insights immediately.
USP Messaging Validation
Testing above-the-fold messaging to reinforce Venus et Fleur's premium positioning and validate the price-point.
PDP Delivery Calendar
Giving users greater confidence in delivery timing and flexibility to select dates—targeting increases in add-to-cart and conversion.
Further Navigation Enhancements
Building out lateral navigation within price-points and alternative product shapes to support discovery and improve basket size.
Ready to Unlock Your Brand's Revenue Potential?
Velocent empowers ambitious ecommerce brands with the data, technology, and expertise to turn insight into action. Get in touch to discover how our SaaS analytics platform and managed experimentation services can deliver sustainable, compounding growth for your business.