PRESS - June 24, 2013

From You Flowers Successfully Launches Site Redesign

OLD SAYBROOK, Conn., June 24, 2013 /PRNewswire/ -- From You Flowers successfully launched a site redesign for FromYouFlowers.com, the culmination of a year's worth of planning and work. This new and modern site reiterates From You Flowers's commitment to continually improve customer experience (the company had incorporated customer reviews and launched a mobile site earlier this year). For many e-commerce companies, a new site design can spell disaster - a redesign can make a site lose standing with Google or lose existing customers who are familiar with the old site.

For this reason, the team at From You Flowers, the largest privately owned online flower delivery company, went about the redesign process with extreme caution, testing and tweaking for a year before the launch of their newly redesigned site last Thursday. They took into account the necessity of updating their front-end code, insights on customer preferences from past analysis, usability principles, current aesthetic trends, and Google documentation (the practice of maintaining and upgrading your search engine rankings.)

Over the course of a dozen meetings, the marketing team mapped out a path for the new look and feel of the site, which would give customers easier access to products and a clearer roadmap of the purchase process. Then, it was time to design and code.

"We weren't just going to give you a newer, modern look," said Director of Site Design and Development, Alison Yuhas. "We focused on making the whole order process as easy as possible for users, from the very second they visit our site."

For From You Flowers, that meant eliminating an extra page in the order process, changing the structure of their product pages to highlight what really matters to consumers, and making several other tweaks along the way. To make sure these changes were customer-friendly, the team tested, analyzed results, and tested again.

The result: a brand new site that consistently gets more customer satisfaction and sales than the old site.

"We've never had a change on the site perform so incredibly well on tests as this new site design," said CEO Mike Chapin. "This was all a result of team effort and staying up with current technology trends, while keeping the customer at the forefront of our minds."

About FromYouFlowers.com

Founded in 2002 by CEO, Michael Chapin, FromYouFlowers.com is a leading online retailer of flowers, plants, and gift baskets, offering hand arranged, same day flower delivery for every occasion and sentiment. In 2011, the firm was acquired by and currently operates as a subsidiary of Tenth Avenue Commerce, an affiliate of Tenth Avenue Holdings, LLC. Tenth Avenue Holdings is a private diversified holding company. Shoppers can conveniently make flower, plant, and gift basket purchases 24 hours-a-day, 7 days-a-week via the toll-free number, 1-800-838-8853 as well as online at http://www.fromyouflowers.com.

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