Brief
In a world where one-size-fits-all beds come shipped to your door in a box, Texas Mattress Makers brings an elevated sense of craftsmanship to the industry. Since 2011, our client has been improving Houstonians' quality of sleep for the better by offering dozens of unique mattresses designed for different needs.
While their in-store business was thriving, the same premiere shopping experience wasn’t transferring to customers shopping on their website. So, Texas Mattress Makers teamed up with Baal & Spots to build a new e-commerce website that could bring their one-of-a-kind shopping experience to the web. In just four short months, Baal & Spots was able to create a custom website designed and developed to help customers find their perfect mattress with just a few clicks.
The challenge
As an evolving business already spanning over six showroom locations, Texas Mattress Makers was thriving based on in-person purchases alone — but online shopping has become the default way to shop for life’s necessities, and without e-commerce they were leaving a huge amount of potential customers out in the cold. Texas Mattress Makers needed their website to cater to shoppers who were looking to purchase a mattress online, while not compromising their unique shopping experience that includes access to sleep experts and personalized selections.
Baal & Spots needed to redesign their website to accommodate e-commerce needs while also maintaining their signature personal touch, and explaining how users could find their perfect mattress without visiting a store in person.
The results
In November 2020 the site was ready to take on customers who were looking to get their best night’s sleep complete with a smooth checkout system, a Sleep Quiz, and an SEO strategy with optimized blogging and webpage copy. In just four months after launch, we saw a 42% increase in organic traffic, a 375% increase in completed checkouts, and an 11,000% increase in sessions to location pages.
Year over year (February 2023 vs. February 2024), we have seen an 82% increase in users to the website, an 80% increase in new users, and a 9% increase in total revenue for online purchases.
How we did it
1. An inviting homepage experience
We set out to replicate the warm, helpful feel of a Texas Mattress Makers showroom on our homepage. Visitors needed to feel comfortable staying for a while, so that they could make the most of the wide selection, utilize the customization tools, and shop with confidence. An alternating banner welcomes the viewer with relaxing designs showcasing the business’s latest sales, relevant news, and evergreen value propositions.
Featuring photos of the Texas Mattress Makers team, the factory, and the showrooms invites the user into the site as if they were walking into a showroom in person. Although there is much more to explore, the homepage needs to serve as a starting point for the customer by making apparent the brand’s value, showcasing featured products, and leading them in the direction to begin their shopping journey.
2. Product pages that engage and convert
Buying a mattress that is perfect for you and your needs isn’t always as simple as clicking “add to cart.” We utilized UX design and content architecture principles to ensure online shoppers got the same informative experience they would in-store without sacrificing visual appeal or opportunities for conversion optimization. Combining audio and visual elements to create enticing educational content helps the user fully understand the benefits of each mattress.
3. A custom sleep profile builder that makes shopping easy
Since you can’t feel a mattress’s comfort level through the screen, how can you know if a mattress will suit you perfectly when you’re shopping online? To help visitors make the most of Texas Mattress Makers’s wide selection, we developed a quick and easy Sleep Quiz that connects shoppers with the right mattress for them and their needs.
After answering a series of questions that prompt users to think about their sleeping habits and potential needs, our algorithm matches the user with the mattress we would recommend the most out of the client’s inventory. If the user wants to discuss their results, they can contact a mattress expert at Texas Mattress Makers who can consult them over the phone before making their purchase.
4. SEO strategies that elevate the shopping experience
We leveraged the confusion surrounding online mattress buying to create quality content that pleased both the users and the search engines, recognizing an opportunity for search engine optimization that would inform long-term content strategy.
To help users make an informed buying decision, we assembled a comprehensive mattress buying guide experience, filled with rich content and visual systems designed to take the guesswork out of choosing a new bed. Each item mentioned in the buying guide is accompanied by a full-length educational page, helping visitors fully understand their options without needing to leave the site.
To keep Texas Mattress Maker’s site competitive on search engines and informative for visitors, we also redesigned and rethought our client’s blog strategy. Long-form blog posts are a perfect vehicle for informing our audience about why finding the right mattress is important, and give us an opportunity to share engaging videos and customer reviews for added validity.
More importantly, optimized blog content that can keep up with Google’s ever-changing algorithmic changes has been a large driver of the site’s organic traffic and remains a cornerstone of our content marketing efforts to this day.
5. Continued collaboration for ongoing success
Through continued maintenance and optimization of the Texas Mattress Makers website, we’ve seen a significant improvement in their web traffic and online sales, due to our agile and adaptive digital marketing services.
Over the years we have implemented and executed a retainer SEO content strategy, organic and paid social media creation, and PPC strategy to keep Texas Mattress Makers’s online presence alive. Our partnership with the Texas Mattress Makers team continues to thrive as we offer ongoing support and guidance for all of their marketing efforts.
