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King Arthur Flour Rises To New Web Performance Heights With Yottaa

America’s Oldest Flour Company Improves End User Engagement and Online Conversion Rates Via the Yottaa Platform

Waltham, MA—December 7, 2015— Yottaa, the leading cloud platform for optimizing web and mobile applications, today 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 eCommerce 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

King Arthur Flour’s robust and growing eCommerce business accounts for approximately 20% of its revenue. One of the challenges the company has faced in recent years is balancing eCommerce 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 eCommerce 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.”

Yottaa’s InstantONTM technology caches 100% of the King Arthur Flour site by intelligently de-personalizing site pages and storing them in Yottaa’s AdaptiveCDNTM edge-caches. For every user request, InstantON acquires the visitor’s personal information for the server, updates their edge-caches, and sends the personalized content to the visitor’s browser.

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

To further optimize the user experience, Yottaa’s ContextAgent sequences the JavaScript tags managed by GoogleTagManager (GTM). Executable 3rd party scripts impact critical rendering by blocking and flooding. When scripts block rendering, page rendering halts until the blocking script has fully loaded. Flooding occurs when a 3rd party responds faster than the visitor’s device and browser, causing components to render out of the intended sequence. ContextAgent sequences when the scripts managed by GTM are rendered in the browser, which provides an engaging experience for the user while ensuring the intelligence and functionality each tag is intended to provide.

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

“King Arthur Flour is a great case study of a company with a longstanding, traditional business model that has successfully integrated eCommerce into its revenue mix,” said Vick Viren Vaishnavi, President and CEO of Yottaa. “With ambitious plans to expand its eCommerce business, King Arthur Flour fully understands the importance of optimizing and accelerating end user engagement across all device types. Following its selection of Yottaa, King Arthur Flour has experienced optimal web performance resulting in dramatic improvements in online customer satisfaction and conversion rates.”

About Yottaa

Yottaa is the leading cloud platform for optimizing web and mobile applications. Through Yottaa’s patented ContextIntelligence™ architecture, enterprises can manage, accelerate, and secure end user experiences on all devices in real-time with zero code change. Top Internet 500 businesses have adopted Yottaa’s platform to realize billions in incremental revenue through dramatic improvements across key performance and business metrics. To learn more about how Yottaa can maximize your users’ experience, please visit or follow @yottaa on Twitter.


Media Contact: Tedd Rodman 617-239-9024

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