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Putting the final touches on The Cake Decorating Co.’s mobile conversion rate

Read on to find out how we transformed the UK’s largest cake decorating provider’s shopping experience for more mobile conversions.

17 December 2024 6 minute read

Digital strategy CRO

Our impact.

£10.7k

in added monthly revenue

+6.1%

boost in add to basket rates

+6.8%

increase in starting checkout process

Tailoring and testing for a mobile-first approach

The Cake Decorating Co. is the UK’s largest retailer for everything cake related. With products for beginners and baking extraordinaires alike, they make the baking a little sweeter for their customers every sale. They came to us looking to improve their approach to mobile, to understand how their shoppers behave on their devices, and to provide some testing opportunities focusing around the mobile platform and search UX.

After conducting a mobile audit of The Cake Decorating Co, we found that this made up 73.4% of their traffic, with the majority being new visitors to the brand and 13% of sessions included a site search. The findings also showed that their search users convert at a much higher rate and spend more at the same time.

We put forward a plan to test an updated mobile header design, complete with added text and icons. The idea was to draw new users further into the store by displaying more navigation, search and other site options to them. Designed to be more personalised, user-friendly, and accessible to shoppers, regardless of how familiar they were with their devices. We even added a wish list function into these icons for the test.

Our main objective for testing was to make the mobile menu suitable for the specific needs shoppers have on the site, taking them directly to the essential features, such as search. Measuring the search, navigation, wishlist and my bag usage.

The test results

Overall conversion lifted to an additional £10.7k in added monthly revenue

Add to basket rates: increased by 6.14%.

Users starting the checkout process: increased by 6.82%.

Search usage: +2.17%

Navigation usage: +4.48%

Basket page visits: +6.32%

Wishlist usage: +4.91%

Long-term value baked in

With significant increases in everything we were testing for, we recommended rolling out the new design to mobile devices. Both the Add to Basket and checkout metrics were incredible results that resulted in shoppers following up on brand communications off the site. Creating valuable customers in the long term, returning for multiple shopping sessions.

If you want to know more about how audits and testing can transform how you sell online, or any other aspect of digital marketing, don’t hesitate to speak to one of our experts today.

Visualsoft's deep knowledge of Ecommerce/CRO allows us to continuously benefit from their ongoing support and suggestions. They go above and beyond to understand our brand and audience and are always proactive with new ideas in how we can improve the customer journey. Through the use of A/B testing, we've seen an increase in not only conversion but also the invaluable insight they provide to the business through written reports and results that follow. A fabulous team to work with, and I look forward to further projects in the future.”

Ash Watson - Head of Technology

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