Background & Brief
Bensons for Beds is one of the UK’s leading bed retailers.
Coolpink was appointed by Bensons for Beds five years ago to re-design its website with a focus on three areas: improved usability, improving the conversion rate and generating sales.
Upon successful delivery of the website Coolpink was appointed to oversee the Bensons for Beds online marketing strategy. The core requirement was to drive qualified visitors to their site in line with a set cost per acquisition through paid search and increasing search engine visibility for all major bed-related search terms.
On the back of this campaign, Coolpink was approached in 2011 to also manage the SEO strategy for sister company Sleepmasters.
Project Overview
- Full website re-design with usability testing
- Carefully planned digital marketing strategy including pay per click, display advertising, affiliate marketing, and customised analytics
- Continuous improvement through site analysis and user behaviour on an on-going basis
Results
- Within a month of launch, the new site had demonstrated its worth with a 27 per cent increase in year-on-year January sales
- The initial site and marketing budgets were recuperated in just 12 weeks after launch
- Sales figures have increased by 22 per cent year-on-year
- The Bensons website is now its largest and most profitable ‘store’
- Site usability, user journey research and site analytics provided the basis for a re-design and optimisation strategy
