Shay Digital Web Site Strategy Results in a 190 Percent Viewership Spike for Leading Dessert Decorating Company

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In its first year after launching a major Web site redesign, Wilton.com has achieved a significant increase in site traffic, offline revenues, and other metrics identified as critical to the company's growth. Shay Digital spearheaded the Web site redesign which revolved around three major objectives: enhancing user experience; increasing awareness of the website; and developing a more accurate, insightful method of data collection and interpretation.

The redesigned Web site makes it so much easier for decorators to find the information that they need

In its first year after launching a major Web site redesign, Wilton.com has achieved a significant spike in site traffic and other metrics identified as critical to the company's growth. Wilton Food Crafts is a leader in cake and dessert decorating, cookie making and celebrations, offering the industry´s most comprehensive and innovative selection of products. http:www/shaydigital [Shay Digital], a team of recognized experts in strategic online business growth, spearheaded the Web site redesign which revolved around three major objectives: enhancing user experience; increasing awareness of the website; and developing a more accurate, insightful method of data collection and interpretation.

Throughout its 80-year-history, one of Wilton's primary goals has been to educate and inspire dessert decorators of all skill levels. The company's Web site, Wilton.com, has played an important role by offering a veritable library of decorating ideas, recipes and techniques. This information had been amassing online for over a decade, but had not been appropriately tagged or categorized, making navigation cumbersome. A primary goal of the site redesign was to organize and present it in a more relevant and easily navigable way.

"We needed to vastly improve the presentation of information so that visitors could easily find that perfect idea and feel more empowered to undertake the project," said Eric Erwin, Wilton's Executive Vice President of Marketing and Product Development.

In addition to content organization, Shay's redesign strategy included several other initiatives. The "Decorating Ideas" section was enhanced with thumbnail images and enticing, "quick-scan" descriptions. A new "Celebration" section was added, enabling visitors to sort ideas by holidays and events. Implementation of a new site search tool rendered relevant search results faster and more dynamically. Several administrative and site features were included that allowed Wilton's internal Web team to easily cross-promote ideas and products.

The decision to embark upon a site-wide redesign was part of a larger online marketing strategy to significantly impact offline revenue. In order to help build a business case for the redesign, Shay developed a revenue model that helped demonstrate the current impact of online activity on offline revenue. This was critical, as the majority of Wilton's sales occur offline. The resulting data reinforced the decision to proceed with the redesign. In addition, Shay Digital developed an executive scorecard of key performance indicators. The scorecard now reveals regular insights which pinpoint areas in which to further enhance user engagement.

According to Steve Shadrick, Founding Partner of Shay Digital, "Companies are often overloaded with data from their analytics system to the point that it creates a sort of paralysis. It was important for us to find a way to present critical information in an easily digestible manner and open the door to actionable recommendations for improvement."

As a result of the website redesign, Wilton.com has experienced the following:
-190 percent increase in the volume of projects and recipes viewed by Wilton consumers
-35 percent increase in total number of Web site visits
-50 percent growth in returning visitors
-20 percent improvement in product views
-32 percent increase in the number of new visitors
-82 percent growth in the number of searches for local Wilton Method classes
-35 percent decrease in search results page abandonment
-20 percent increase in estimated Web site driven revenue

"The redesigned Web site makes it so much easier for decorators to find the information that they need," states Erwin. "Not only do I intuitively know that the Web site is significantly more engaging, but now I have quantifiable data that demonstrates it."

Wilton Food Crafts, headquartered in Woodridge, IL, has been a leader in cake decorating since 1929. Today, the company is also the market leader in cake, candy, cookie, wedding, bake ware and home celebration products. From the hottest licensed characters to specially-shaped holiday products, Wilton offers cake pans, cookie cutters, baking cups and traditional pastry decorating tools. For the latest information on Wilton products and ideas for all occasions, visit Wilton online at http://www.wilton.com.

Shay Digital, based in Rolling Meadows, IL is a recognized leader in strategic online business growth. The company's mission is to help clients increase the long-term profitability of their online marketing operations through strategies such as building brand awareness, increasing customer loyalty, selling more product online, and implementing processes to measure the impact of Internet efforts. For more information on services, approach and philosophy, visit http://www.ShayDigital.com.

If you would like more information about this topic, or to schedule an interview with Steve Shadrick, please call 847-540-6207.

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