At Topbloemen, everything revolves around surprising people with a beautiful bouquet of flowers. With a wide range of fresh bouquets for every occasion, fast nationwide delivery, and a 7-day freshness guarantee, Topbloemen makes it easy to brighten someone’s day, whether it is a birthday, a thank-you, or just because.
Each bouquet is carefully arranged by an experienced floral team and personally delivered in a unique, watertight, and fully recyclable package. With over 300,000 satisfied customers and an average rating of 9.0, Topbloemen has become the trusted choice for staying close, even when you are far away.
In a market where margins are tightening, marketing budgets are under pressure, and consumers are becoming increasingly critical, particularly around topics such as pesticide use, every single conversion matters more than ever.
A thorough funnel analysis revealed a significant drop-off point at the exact moment customers were about to complete their purchase. But why were so many users abandoning right there? The numbers showed what was happening, but not why, even though this abandonment rate had a direct impact on revenue growth.
To uncover the root cause, the scope of the analysis was expanded. Qualitative research methods, including exit-intent surveys set up via Mouseflow, provided insight into the mindset of visitors who were leaving. One reason stood out clearly: unexpected delivery costs.
In a time when consumers are more price-conscious and critical than ever, transparency around costs proved to be a decisive factor.
Once delivery fees, and especially their late and unexpected appearance, emerged as the main friction point in the checkout analysis, it was time to act. Customers were abandoning en masse when additional costs only became visible in the final step.
Both quantitative data and exit-intent surveys left no room for doubt. Unexpected costs at the end of the funnel are detrimental to both conversion and trust. It was time to do things differently.
The first step was radical transparency. Delivery costs were made clearly visible on all product pages, exactly when customers needed to see them. While this experiment significantly reduced checkout abandonment by 5.53 percent, overall conversion still fell short of expectations.
The challenge became clear: how do you create a solution that works for both the customer and Topbloemen?
The initial results showed that transparency influenced checkout behavior, a strong first step. But we wanted to go further. By diving deeper into the data and conducting a competitive analysis, one insight stood out. High delivery costs are the norm in this industry.
What was not being communicated clearly enough, however, was what truly sets Topbloemen apart. Every bouquet is delivered in a cardboard vase filled with water, ensuring flowers arrive fresher, a meaningful benefit that had received little attention so far.
Armed with this insight, a new approach was introduced. Smart, well-timed microcopy was added to the checkout flow, explaining the unique delivery method exactly where it mattered most. No unnecessary details, just clear and relevant context.
This approach was tested through an A/B experiment and supported by insights from a post-purchase survey. The results spoke for themselves. Conversion increased by 1.14 percent, with mobile leading the way at a 2.05 percent uplift.
At the same time, a survey on the thank-you page confirmed a substantial increase in awareness and understanding of the delivery method. In the control group, 50.5 percent of respondents were aware of the unique delivery approach. In the variant, this rose to 66.9 percent.
Moreover, 62.9 percent of customers now considered the additional costs justified and understood that this type of delivery comes at a price. Clear explanation, delivered at the right moment, proved to be the key to higher conversion and stronger customer acceptance.
This case demonstrated the power of combining data-driven experimentation with qualitative insights. By providing clarity and context at the right moment, a classic e-commerce challenge was transformed into a growth opportunity. Conversion increased, but more importantly, trust in the brand grew as well.
As a meaningful recognition of this work, Topbloemen and Yellowgrape were awarded the Next Gen Heroes Award for this case at Experimentation Heroes 2025. A result that validates the approach and encourages further innovation and experimentation.
