9th July 2021

The Cake Decorating Company upgrades to new responsive website

Create Better Group have completed a major website redesign for their UK retail brand, The Cake Decorating Company. Family-founded The Cake Decorating Company achieved record sales in 2020 and Q1 and Q2 2021 transactions for the online retailer are already +50% vs. last year.

On the back of this success and with an ambitious growth strategy, a new, responsive website has been launched to further improve the online shopping experience for their UK customers.

Claire Astbury, Chief Marketing Officer at Create Better Group, commented, “Since January 2021, we’ve seen a 70% increase in traffic to The Cake Decorating Company website, 75% of which is from mobile. Our existing website was already fully responsive, but with the increase in traffic and conversions from mobile showing no sign of slowing down, we decided it was time for an upgrade!

Working alongside our partners at Visualsoft, we launched our fully-responsive, user-first storefront at the beginning of July and it is already delivering a far superior, engaging experience for our customers. Not only are we seeing more users browsing the site for longer, but our conversion rate has increased by +8% and our customers are spending more with us every time they shop. The whole team is over the moon with the results.”

Ash Watson, Head of Tech at Create Better Group, commented, “We seized the opportunity to make the website more content-rich with regular featured creations, tutorials and lots of ideas to inspire. We just love the idea of getting our customers more involved, and showcasing the endless possibilities with products they already know and love.”

The team at Create Better Group have worked closely with eCommerce provider, Visualsoft, to deliver the new website for The Cake Decorating Company. Visualsoft, trusted by over 1,000 UK retailers, pride themselves on delivering fast, feature-rich and scalable solutions to some of the UK’s biggest brands.

This exciting launch follows a number of major initiatives from the Group, including, most recently, a major migration to warehouse management system, Peoplevox, in order to meet the demands of the growing business.