POMP Flowers

Designing and building POMP’s conversion-driving ecommerce site

email conversion rate


desktop conversion rate two months post-launch


above average conversion rate for the home & garden industry on desktop







Art direction

Content creation


Shopify Plus




Bursting onto the flower delivery scene with their bountiful blooms, POMP turned to Underwaterpistol for a site as wow-worthy as their bouquets. When launching a new website, the number one challenge is bringing the story to life. POMP had a logo, a colour palette and select imagery, but they needed an agency to tie it all together on-site. The team already knew they loved Shopify Plus, having used it for another of their ecommerce ventures. So their first task was finding an agency that understood the platform, and knew how to fuse it with their vision.

They spoke with a number of agencies at varying points on the price spectrum, but felt discouraged by the use of out-of-the-box designs that wouldn’t propel the POMP experience. Moreover, many teams would only focus on the design and development of the site, but lacked the UX (user experience) and CRO (conversion rate optimisation) experience needed to truly amplify the brand.

POMP wanted a partnership that felt easy, like an extension of their team, so they knew they had to be selective when it came to choosing an agency. Meanwhile, the lavish nature of their blooms presented a challenge for design. The buds are beautiful, but how do you ensure the ecommerce experience matches up?


We designed and built POMP’s conversion-driving website, effectively bringing to life that feeling when flowers arrive at your door across every page.

Fusing best practice UX with POMP’s bold logo, colour palette and tone of voice, our UX and UI designers wireframed a store that boasted a seamless page structure, clear calls to action, eye-catching transitions and subtle animations. The brand’s hero Roses were given the stand-out feature they deserve, with an editorial-style collection page that elevates their presence on the site.

The custom theme required a bespoke build by our team of developers, who are specially trained on the intricacies of Shopify Plus. They created the awe-inducing store from scratch and also added movements that made the POMP garden feel like it’s truly alive and growing.

We integrated Yotpo to display user generated content – a vital trust cue. Then, the final flourish was a gifting option that allowed customers to choose their delivery date and write a message to the lucky recipient.

The resulting site smashed conversion rate targets, achieving an average desktop conversion rate of 2.6% just two months after launch (97% higher than the industry average).


With over 30 years of experience nurturing and growing roses for wholesale, POMP were ready to bring their mesmerising arrangements to the world of ecommerce.

They had a memorable name, punchy branding and flowers bigger than your head. What they needed next was a store that made ordering these mind-blowing arrangements both fun and easy.

One of our partners recommended Underwaterpistol to the POMP team, and we pulled together our initial ideas for a fast-paced, impactful launch. Our team of UX designers, creatives, developers and ecommerce strategists helped craft POMP’s powerful new site, fusing UX essentials with proud POMP moments.

As we approached Mother’s Day (with POMP’s official brand launch still weeks away), we worked fast to create a soft launch site from which customers could order arrangements, and we could gather data and product reviews. This helped POMP get their dazzling product out to customers, and gain all-important ratings. It also gave us valuable learnings to carry through to the ‘real’ launch.

When we started the POMP project, we created a Roadmap for success that looked far beyond the launch. This bumper-sized, bespoke strategy highlighted how the brand could get their blooms seen by the world. Driven by data and led by our team of ecommerce experts, the digital marketing plan encompassed all platforms for a holistic approach.

“We look for the partners who have the same cultural values we have – high commitment, integrity and expertise in what you’re doing – and straight away it felt like a strong relationship [with UWP].”

Layne Cox, Executive Marketing Leader at POMP