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Web Design and Digital Marketing

Case Study

Beds n Dreams

Multi-page brochure-style eCommerce website for national bedding and mattress retailer

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Multi-page brochure-style eCommerce website for national bedding and mattress retailer

With stores across Australia, bedding specialist Beds n Dreams came to Kook requiring a total makeover of their original website. The existing site was focused entirely on selling mattresses and bedroom suites online and did not convert particularly well, with prospective customers reluctant to purchase a mattress without trying it out for softness in person.

An early Magento 1 installation, the site also had other issues: it wasn’t mobile responsive and contained a high reliance on users having Flash installed within their browsers to enable them to view various slideshows.

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Our approach

We acted upon a business decision made by management at Beds n Dreams to adjust the focus for the site away from online sales, making it more of an online brochure with pricing to encourage users to find a store and complete their purchase – although not removing the eCommerce functionality completely. This included completely overhauling the product and catalog pages to provide a brochure-like effect, with quality imagery and product reviews being given more importance and lesser prominence being given to “Buy now” or shipping calculation calls to action.

Given Flash has never been viewable on iPhone or iPad, Flash on websites is no longer recommended by Google and Microsoft no longer supports Flash, it was obvious Flash had to go. A new template was installed to make the site mobile responsive – something that is an absolute essential today – with more focus being placed on calls to action that encourage users to visit the physical stores. This included adding a fully-customised Store Locator area, along with maps, store directions and opening times for each store.

We also placed greater emphasis on encouraging reviews from the many satisfied Bed n Dreams customers, acting as a confidence trigger to produce a conversion – whether an in-store sale or an online purchase. This included the installation of a YotPo module to automatically generate follow-up emails to customers to request reviews.

Additionally, the ZipPay payment method was added alongside the existing PayPal and credit card payment options to give people a quality payment plan alternative.

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The results

Mobile responsiveness and doing away with Flash has significantly increased the usability of the site. Although the sales funnel for the Beds n Dreams website has shifted significantly towards encouraging customer visits of stores located Australia-wide to complete their purchase, the online purchase process still exists and has seen a marked improvement in conversions as a side effect of the Magento design overhaul.

The number of reviews posted both for specific products and for Beds n Dreams itself has substantially increased also.

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