Wilton Introduces Mobile Optimized Website to Empower Cake Decorators Everywhere

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Cake decorating leader brings more than 80 years of decorating expertise directly to consumers’ pockets with new mobile optimized website and increases page views from mobile visitors by over 40 percent

Wilton's mobile optimized website

Offering a mobile optimized experience allows us to engage with our target audience wherever they are and provide them with Wilton’s 80 years of decorating expertise in an extremely accessible and portable format.

Cake decorating leader brings more than 80 years of decorating expertise directly to consumers’ pockets; new site increases page views from mobile visitors by over 40 percent

Wilton Enterprises, the industry leader in cake decorating, quality bakeware and food crafting for more than 80 years, recently introduced a new mobile optimized website at http://m.wilton.com, designed to bring the thousands of decorating ideas, recipes and product information available on its traditional website, to consumers wherever they are.

With mobile visitors to http://www.wilton.com increasing each day, the company realized that creating a tailored experience specifically for these visitors and offering them easy access to inspiration, ideas, information and instruction would help it better engage with decorating enthusiasts and increase brand loyalty. The mobile site has already proven successful, with early analytics data demonstrating an increase in page views from mobile visitors of over 40 percent in one week and a 45 percent decrease in the homepage bounce rate. The optimized experience has also proven more engaging, contributing to a 25 percent increase in product views per visit.

“Nearly 10 percent of traffic to our website currently comes from smartphones – a number that is consistently on the rise – making it apparent that more and more consumers are incorporating online activities into their day-to-day routines while on-the-go,” says Eric Erwin, executive vice president of marketing and product development for Wilton. “Offering a mobile optimized experience allows us to engage with our target audience wherever they are and provide them with Wilton’s 80 years of decorating expertise in an extremely accessible and portable format.”

Wilton’s new mobile website offers all of the three thousand decorating ideas found on its traditional website, in addition to hundreds of recipes, how-to videos, and all of its product information complete with ratings and reviews, in an optimized smartphone format. The new site helps bring cake decorating, a traditionally offline activity, to life in a more current and convenient way.

“It’s clear from early site usage that our mobile visitors have different needs than traditional website visitors and demand content that is more accessible,” adds Erwin. “Our mobile site, along with our recently-announced QR codes on product packaging and in-store displays allows us to better engage with our core consumer wherever she happens to be. These initiatives also help in-store shoppers easily find additional information to help them make an educated purchase decision, empowering them to continue creating beautiful decorated treats for all of life’s celebrations.”

About Wilton Enterprises
Wilton Enterprises, based in Woodridge, Illinois and founded in 1929, is the leading food crafting company in the industry, with the number one position in cake decorating and bakeware. Wilton classes, publications and products help millions of people create impressive party desserts. For the latest information on products and ideas for all occasions, visit http://www.wilton.com. To locate the closest Wilton® Method Cake Decorating class, call 800-942-8881 or visit http://www.wilton.com.

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Cindy Rosenwald
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