Adding Money Under the Mattress for Bedstar

Increasing turnover & profit through optimisation

Bedstar is a family-run bed and mattress company that aims to help everyone have a good night’s sleep, regardless of their budget.

Offering a choice from over 1,000 beds and mattresses, including top brands, at up to 40% off the high-street price tag, either through its online store, or via the Knaresborough based showroom.

The challenge

In the past, Bedstar achieved its targets by spending sizeable budgets on marketing and advertising, which impacted the companies ROI and overall profit margins.

Our brief was to devise and implement a digital marketing strategy that would deliver significant results long term, and enable the marketing and advertising budget to work more effectively, ultimately delivering better profit margins.

Our approach

We created a conversion rate optimisation (CRO) and user experience (UX) plan to optimise the website for maximum conversions, and drive more traffic.

After analysing the user journey it quickly became apparent that there were gaps in the data, which led to limited insight into the customer path. To address this data gap we implemented advanced engagement tracking technology that helped us fill the blanks. This gave us a complete overview of the user journey and enabled us to identify the following:

  1. The typical drop off points where users were exiting the website or abandoning their baskets
  2. Which on-page elements impacted bounce rates and site exit rates
  3. Once users found the product they wanted, a significant number failed to checkout
  4. Data which helped us quantify the size of Bedstar’s opportunity

Through our research, we found that category and checkout pages had the highest potential to increase the flow of traffic through the website and improve the conversion rate. We also identified additional opportunities to optimise the product and basket pages.

The solution

Our UX and CRO teams analysed the data and reviewed the problem pages to hypothesise tests. We then prioritised tests based on the impact on performance and time required to implement the improvements.

Starting with the category pages, we found that there was no encouragement for users to click through to the product page. The category pages also failed to provide the necessary information that could help users filter their options. To address this, we decluttered these pages, optimised the styling, and introduced calls-to-action (CTA) that encouraged users to click though and view a product page.

To address the issue with the high number of failed checkouts/cart abandonment, we gathered further data which enabled us to identify the exact stages users were exiting/abandoning their carts. We then looked into methods to simplify the checkout process as well as create a smoother and more optimised customer journey to get to the checkout. 

We ensured crucial information and CTAs were clear to make users’ decision-making process as informed and straight forward as possible, whilst also adding value through promoting and highlighting offers and free delivery.

 

Alongside the online data we gathered, we also carried out market research; speaking directly to a number of customers to obtain direct feedback and get an even better understanding on the online journey. We carried out user testing with 10 participants who were in the market to buy a bed. Through a user testing lab we focused on two journeys in the checkout process – paying by debit or credit card and paying with finance.

Whilst unearthing key usability issues, we also discovered there wasn’t enough information and clarity around the finance options, which led us to run a series of market research tests on the checkout process, to enable us to clarify the calls-to action surrounding the finance options. This highlighted that users were not buying into the structure or identity of the finance system, leading to a lack of trust, which in turn was resulting in a barrier between product selection and purchase completion.  

This research was invaluable as it provided us with first-hand insights which would otherwise be unachievable through online data analysis. The insights enabled us to streamline the structure, and clarify the finance process on the checkout page, ensuring that users knew what to expect at every stage, were assured it was secure, and were focused on completing their purchase.

The results

Following the research and the implementation of the digital marketing strategy, the Bedstar website saw an increase in the click through rate (CTR) to products as a result of the changes to the category pages, style of filters and product listings. There was also substantial increases in the conversion rates through simplifying processes, highlighting value proposition and strong calls to action (CTA’s), offering a more efficient and user friendly online journey for the user.

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Category Pages

Increased CTR to products pages by 12% through optimising product listings

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Category Pages

Increased conversion rate by 16%

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Checkout

Increased conversion rate by 17%

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Product Pages

Increased mobile conversion rate by 75%

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Basket

Increased conversion rate by 15%

Think possible.

Talk to us about your plans for the future.

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