Luckily, we know a thing or two about e commerce. What wasn’t so clear is
why so few bought online. So we found out. First we tested the current poorly performing
site to identify where it was going wrong. Then we investigated what buyers wanted
when purchasing their bed from a website.
Here’s what we found. Because not many bought a bed often product knowledge
was low. Plus the overuse of confusing terminology added to the mass exodus before
the checkout. The answer, just like the website we redesigned was perfectly simple.
Make it easy to navigate, make the terminology meaningful and most of all make buying
the right bed easy.
We created more intuitive ways for customers to find what they wanted. Visitors
could search directly for specific sizes, types, price and even styles. Alternatively
they could click on product imagery, which removed the need to be familiar with
the wide range of bed terms. We also added a few helpful features including a mattresses
recommendation function, last minute buys at the checkout for accessories and a
rapid 3 stage checkout with optional registration.
Within two months of launch the order conversion rate had almost trebled. To build
on this we implemented an online marketing strategy combining Pay Per Click and
Search Engine Optimisation, which has seen site traffic increased by an amazing
258%.
Launch the website
Services used: Usability research, design and build, e-commerce,
search marketing, analytics