King Arthur Ecommerce

Yottaa, a leading cloud platform for optimizing web and mobile applications, announced that King Arthur Flour, America’s oldest flour company and premier baking resource, has selected Yottaa to optimize, accelerate, and secure the company’s e-commerce site.

Celebrating its 225th anniversary, King Arthur Flour has offered flour, specialty ingredients, mixes, tools, recipes, educational opportunities, and inspiration to bakers everywhere since 1790. The company's high-quality flour is available in supermarkets nationwide. Additionally, more than 1,000 tested and trusted baking tools and ingredients are available through King Arthur Flour's Baker's Catalogue, at The Baker's Store in Norwich, Vermont, and online at www.kingarthurflour.com.

King Arthur Flour’s robust and growing e-commerce business accounts for approximately 20% of its revenue. One of the challenges the company has faced in recent years is balancing e-commerce and IT resources across its various channels, including its popular recipe site. With a goal of finding ways to increase top-line growth for its e-commerce business, King Arthur Flour’s web team needed to improve online performance and increase conversion rates, especially for tablets and mobile devices. Additionally, the IT team was concerned with safeguarding against potential Distributed Denial of Service (DDoS) attacks and required a solution with integrated security capabilities.

“Here at King Arthur Flour, we’re committed to treating our customers with as much care as we give to maintaining the high quality of our products,” said Mike Hoefer, director of web development at King Arthur Flour. “Part of this commitment is providing our online customers with the best possible user experience. By deploying Yottaa, we have been able to significantly improve web performance, enabling our customers to quickly and better engage with us online. This has resulted in conversion rate improvements across all device types. In addition, Yottaa’s ContextSAFE, with its Web Application Firewall and DDoS mitigation capabilities, has strengthened our online security posture.”

Since going live on the Yottaa platform, King Arthur Flour has experienced dramatic improvements in web performance:

Start Render Time: 36% improvement

Fully Loaded Time: 20% improvement

Through its deployment of Yottaa, King Arthur Flour has experienced significant improvements in crucial business metrics, including:

Overall Conversion Rate: 8.8% improvement

Desktop Conversion Rate: 8.46% improvement

Tablet Conversion Rate: 17% improvement

Mobile Conversion Rate: 15% improvement