Brooklyn Bakery: 45% Online Order Growth with Web Redesign
The Challenge: A Delicious Product, Overlooked Online
When the team at Sweet Rise Bakery in Williamsburg first approached Schiano Studios, they faced a familiar problem: their website wasn't converting visitors into customers. Despite offering some of Brooklyn's best artisanal sourdough and croissants, their online presence felt neglected. Their site was outdated, mobile-unfriendly, and lacked a clear path to purchase. Monthly online orders hovered around 200, a fraction of their potential given their loyal local following and growing social media presence.
The bakery's previous website was built five years prior and hadn't been updated since. Load times were slow, the design looked dated, and the online ordering process required customers to navigate through confusing steps. Email marketing was non-existent, meaning they had no way to nurture relationships with past customers or announce new products and seasonal offerings.
Strategic Discovery & Planning
Our first step was understanding their customers and business goals. We conducted interviews with regular customers, analyzed their competitors, and reviewed their Google Analytics data. We discovered that 60% of their website traffic came from mobile devices, yet the site wasn't optimized for mobile browsing. Additionally, their Instagram followers—nearly 8,000 strong—rarely converted to online orders because there was no clear call-to-action or simplified purchasing path.
We identified three core opportunities: redesign for mobile-first experience, streamline the checkout process, and implement a targeted email marketing strategy to re-engage past customers and promote new products. Our timeline was ambitious but achievable: six months to redesign, test, and optimize.
The Website Redesign: Form Meets Function
The redesigned website focused on three pillars: visual storytelling, user experience, and conversion optimization. We invested heavily in professional photography showcasing their baking process and finished products—imagery that communicated quality and craftsmanship. The new design featured a clean, minimalist aesthetic that highlighted their products without distraction.
Mobile optimization was paramount. We implemented a responsive design that ensured perfect functionality across all devices. The ordering process was simplified to just three steps, with clear progress indicators and trust signals like customer reviews and secure payment badges. We also added a product filter feature, allowing customers to browse by category (sourdough, pastries, seasonal items) and dietary preferences (vegan, gluten-free).
Email Marketing: Nurturing Customer Relationships
Parallel to the website redesign, we implemented a comprehensive email marketing strategy. We helped Sweet Rise build their email list by offering a 10% discount code to website visitors who subscribed. Within three months, they had grown their list to over 2,000 subscribers.
The email strategy included three core campaigns: welcome series for new subscribers, weekly product highlights featuring seasonal items and new releases, and re-engagement emails targeting customers who hadn't ordered in 60+ days. We personalized emails by purchase history—customers who frequently ordered sourdough received targeted promotions for their favorite product.
The team also implemented abandoned cart emails, which recovered nearly 12% of incomplete purchases within the first two months. These automated reminders included images of products left behind and offered a gentle incentive to complete the transaction.
Results: Growth Beyond Expectations
Six months post-launch, Sweet Rise had achieved remarkable results. Monthly online orders increased from 200 to 290—a 45% jump. Average order value grew by 18% as customers discovered additional products while browsing the improved catalog. Most impressively, 35% of new orders came from email campaigns, demonstrating the power of nurturing existing relationships.
Mobile traffic converted at 3.2x the rate of desktop traffic, validating our mobile-first approach. The average session duration increased by 2 minutes and 14 seconds, indicating that customers were exploring products and engaging with content more thoroughly.
Key Takeaways for Local Businesses
Sweet Rise's success story highlights critical lessons for any local business struggling with online sales. First, mobile optimization isn't optional—it's essential. Second, simplifying the purchasing process removes friction and increases conversions. Third, email marketing remains one of the highest-ROI channels for customer retention and repeat purchases.
If your local business has a solid product or service but lacks a digital presence that converts, it may be time for a website refresh. The investment pays dividends when paired with strategic marketing efforts. Ready to transform your online presence? Let's talk about what's possible for your business.