Stonewall Kitchen Revamps Web Site

Posted on by Chief Marketer Staff

Specialty foods cataloger/manufacturer Stonewall Kitchen relaunched its Web site last month in an effort to increase visitor-to-buyer conversion rates.

E-commerce manager Mark Marquis said StonewallKitchen.com receives about 35,000 unique visitors per week, but he estimated about 55% to 60% of all Web orders are from people actually ordering out of the current print catalog.

The site, built with the help of Colchester, VT-based C2, is the first to use Microsoft’s new Commerce Server platform, noted company co-founder Jim Stott. Online sales currently represent about an eighth of the company’s overall business. Wholesale is about 50%, while catalog and retail account for the remainder. About 500 products are sold in the catalog, including Stonewall Kitchen’s own jams, mustards, sauces and syrups, as well as high-end kitchenware and utensils.

Unique visitors have increased by 300% in the last year, much due to links on 400 sites and e-newsletters through an affiliate program with LinkShare. Search engine optimization has also helped boost visits. Marquis noted that keywords like jam

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