Wilton Optimizes Digital Presence with Responsive Web Design

WOODRIDGE, Ill., July 10, 2014 /PRNewswire/ -- Wilton Enterprises recently introduced a new Wilton.com for desktop and mobile devices built with responsive web design, to better empower consumers everywhere with 24/7 access to over 4,000 cake decorating and baking ideas, educational tools, expert advice and related products. The website is newly optimized to meet the needs of digital visitors however they choose to interact with the Wilton brand, and to help them find the ideas, instruction and products they are looking for, quickly and easily.

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For more than 85 years, Wilton has been inspiring consumers with thousands of unique project ideas, educating them on specific decorating techniques and how-tos, as well as offering the physical tools they need to succeed through the Wilton line of retail products. The company's new digital presence is organized around these three core pillars to provide consumers with the right recipe for success in all their cake decorating and baking pursuits.

The enhanced Wilton website leverages responsive web design, built with one master set of code and content that can be automatically resized for optimal viewing and usability across different digital device sizes and screens. This helps guarantee that however a consumer chooses to visit Wilton.com, they will always have a familiar and consistent brand experience across any device.

"To ensure that our new website would meet the varied needs of our digital-savvy consumers, we leveraged our analytics data to help us focus and prioritize each website enhancement and design decision," said Tim Bay, vice president of digital marketing for Wilton. "For example, we know that our visitors use their mobile devices not only to look up quick information while on-the-go, but are frequently seeking out longer-form content and want the ability to easily browse and purchase products. Our mobile website now mirrors the elegant navigation, browsing and shopping experience found on our desktop website, while seamlessly optimizing all of our content for the appropriate mobile operating system or device."

In addition to featuring large, rotating homepage hero images designed to appeal to a variety of visitors, the new Wilton.com is effortless to navigate. With over 18 specific navigation options, it offers clear and intuitive ways to find information and streamlined search functions such as AutoSuggest and a 'Did You Mean?' feature to help visitors easily refine and hone their searches to find exactly what they're looking for. Wilton also worked to enhance and optimize its online cart checkout process by reducing the number of steps required to purchase, creating clear calls-to-action, and designing the appropriately-sized touch points for touching or swiping when browsing or purchasing products on smaller screens.

Since launching just a few months ago, the new Wilton digital presence has driven impressive initial results for the company compared to the same periods last year:

• Online average order value (AOV) has increased more than 15 percent
• Average items per order are up over 30 percent
• Homepage bounce rates have decreased by 15 percent
• Mobile orders are up a whopping 43 percent

"With our online conversions trending up and to the right, we are happy to see that consumers are finding the new Wilton.com more engaging and useful than ever before," said Beau Warren, vice president of ecommerce for Wilton. "For 85 years, Wilton has remained the definitive leader in cake decorating and baking inspiration, education and products. Leveraging the latest digital technologies to meet our evolving consumers' needs enables us to extend this legacy well into the future."

About Wilton Enterprises
Wilton Enterprises, founded in 1929, helps consumers in more than 100 countries create, decorate and celebrate by making the memorable and the beautiful fun and easy. Wilton is the global leader in cake decorating and bakeware products, plus offers sweet treat making, party and wedding products.

Headquartered in Woodridge, IL, Wilton creates world-class inspiration and creative content, effective instruction and education, and innovative products that ensure the consumer's success. More information can be found at www.wilton.com. Wilton believes, "We make it easy…you make it amazing!™"

SOURCE Wilton Enterprises