Baked by Melissa

Founded in 2008 by Melissa Ben-Ishay, Baked By Melissa has become one of the most notorious cupcake creators in New York City. Ranging from signature mini cupcakes to macarons, their bite-sized treats delight customers on many special occasions. Baked By Melissa continues to cultivate sweeter moments with new flavors and plenty of purchasing options, including an ecommerce store.

“If you want to increase conversions, then you must focus on your customer’s need. Baked By Melissa’s new checkout enhancements did just that! It was exciting to see how much seemingly small design and functional tweaks impacted the customer journey.”

Mickey Winter, Chief Creative Officer

These delicious sweets were made even more accessible through checkout enhancements implemented by Something Digital on the Magento platform. SD installed the Braintree payment module to support ApplePay, allowing a swift checkout experience for iPhone users. We also implemented PayPal to provide a device agnostic, more convenient payment method for all their customers.

SD upgraded the shipping options and made modifications to the same day delivery feature to allow customers the ability to specify a more convenient delivery time. The new checkout progress bar keeps customers informed of their progress and the addition of the store address to the picklist of local stores readily informs them of their pickup location. Finally, the enhanced sticky “Submit Order” button on the review step resulted in a higher number of mobile conversions.


increase in mobile conversion and a 53% increase in total mobile revenue was achieved as a result of this project.