A Long-Term Partnership Focused on Sustainable Growth
Australian Bush Flower Essences has been helping customers support their emotional wellbeing for more than three decades. As the brand grew, its ecommerce experience needed to do more than simply sell products. It needed to educate customers, support product discovery, guide personalised purchasing journeys and create stronger reasons to return.
Over the past four years, Process has partnered with Australian Bush Flower Essences through an ongoing optimisation program focused on improving conversion, strengthening customer engagement and unlocking new growth opportunities. The result is a digital experience that continues to evolve with the brand, supported by measurable improvements across homepage engagement, product page performance, quiz-led conversion, upsell engagement and customer retention.
About Australian Bush Flower Essences
For more than three decades, Australian Bush Flower Essences has helped people support their emotional wellbeing through natural flower essence remedies.
Alongside its extensive product range, the brand provides educational resources and practitioner-led services that guide customers on their wellness journey. As it’s customer base continued to grow, they needed a more effective digital experience to better educate, engage and convert them.
Continuous Optimisation in Action
Rather than treating ecommerce growth as a series of one-off projects, we've worked alongside Australian Bush Flower Essences to continuously identify opportunities, test improvements, and evolve the customer experience over time.
1. Homepage Optimisation
The homepage is often the first interaction customers have with the brand, making it one of the most important touchpoints in the customer journey.
Using behavioural data from the existing site, we reworked key homepage sections to improve content hierarchy, navigation and usability. The result was a more intuitive experience that helped customers discover products, access educational content and move more confidently through the site.
Result
15% reduction in homepage bounce rate
2. Product Page Optimisation
Product pages are where purchasing decisions happen, making them a key focus of our optimisation roadmap.
We refined core product page (PDP) elements to improve clarity, trust and conversion. This included enhancing product galleries, surfacing customer reviews, strengthening product messaging and introducing more effective upsell and cross-sell opportunities. We also expanded educational content to help customers better understand the products and the broader Australian Bush Flower Essences range.
Results
9% increase in site-wide conversion rate
5% increase in add-to-cart rate
51% increase in PDP conversion rate
55% increase in PDP add-to-cart rate
2,007% increase in upsell and cross-sell click-through rate
3. Bringing Custom Remedy Blends Online
As Australian Bush Flower Essences expanded its offering, the team identified an opportunity to bring its bespoke remedy blend service online.
The challenge was creating a customer experience that catered to two distinct audiences: customers seeking practitioner guidance and customers confident enough to create their own blend independently.
To support both journeys, we developed a custom remedy blend experience centred around a dedicated landing page and tailored product experience. Customers can now create personalised blends by selecting up to five individual essences from a catalogue of more than 70 options, while seamlessly accessing practitioner consultations when additional guidance is needed.
We integrated Appointly directly into the customer journey, allowing customers to move seamlessly between self-service purchasing and practitioner-led consultations. Navigation was also reworked to improve service discovery and accessibility.
The result is a flexible digital experience that extends the personalised service Australian Bush Flower Essences is known for into the online environment while supporting both self-service and practitioner-led purchasing journeys.
4. Improving Product Discovery with a Wellbeing Quiz
With an extensive product range, helping customers find the right solution is critical.
To support product discovery, we developed an interactive wellbeing quiz featuring personalised recommendations, engaging animations and automated Klaviyo follow-up journeys.
The experience helps customers navigate the range with greater confidence while creating additional opportunities to nurture and convert visitors after they leave the site.
Result
Customers who received the quiz follow-up email converted 20% higher than the site average.
5. Creating New Merchandising Opportunities
As part of our ongoing optimisation program, we've worked with the Australian Bush Flower Essences team to explore new merchandising strategies designed to increase customer value and improve the gifting experience.
This has included the development of bundled product experiences and promotional offers that encourage multi-product purchases while making it easier for customers to shop for gifts and seasonal occasions.
These initiatives continue to evolve through ongoing testing and refinement.
6. Strengthening Loyalty & Retention
Long-term ecommerce growth isn't just about acquiring new customers—it's about creating reasons for them to return.
As part of our ongoing partnership, we've supported loyalty and retention initiatives designed to strengthen customer relationships and encourage repeat purchases. This included the implementation and ongoing optimisation of the brand's loyalty program through Influence.io, helping create stronger connections with existing customers and supporting long-term customer value.
Combined with ongoing conversion optimisation and customer journey enhancements, these initiatives help ensure Australian Bush Flower Essences continues to deliver value well beyond the first purchase.
Results That Compound Over Time
Growth Doesn't Stop at Launch
The value of ongoing optimisation is that improvements build on each other.
Rather than relying on a single redesign or major platform project, Australian Bush Flower Essences has benefited from a consistent program of testing, refinement and customer experience improvements designed to support long-term growth.
Key Overall Outcomes
16% increase in site conversion
52% increase in revenue
72% increase in orders
14% increase in returning customers
The most successful ecommerce brands aren't built through one-off projects. They're built through continuous optimisation, ongoing testing and a willingness to keep improving.
If you're looking for a strategic ecommerce partner to help uncover opportunities, improve customer experiences and drive sustainable growth, we'd love to chat.
Talk to Process Creative about your ecommerce growth strategy.
