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Sleep Train: Conversion-Driven Online Marketing Sets Sleep Train Up For Success


Overview

As the #1 mattress retailer on the West Coast, Sleep Train clearly had a strong brand and product. However, their online marketing wasn’t reflecting the quality of their brand, breadth of product offerings, or their leadership in the industry.

Challenge

To develop an online marketing strategy that would help them be as successful online as they had been as a brick and mortar company, Sleep Train partnered with Blast. Blast led their digital revamp driven by three main goals of educating customers about mattresses, showcasing sales events, and most importantly – persuading people to visit their local Sleep Train.

Solution

Blast designed a highly engaging website that delivered an excellent user experience, search engine friendly content, and met Sleep Train’s primary goals. Through ongoing SEO strategy, reporting and implementation, we are working with Sleep Train’s talented marketing team to improve their online presence.

Usability and Interaction Design

Blast designed the new website with key user tasks in mind. Using a
solid interaction strategy, user-friendly information architecture, and a new visual hierarchy, users are naturally led to take action. With the updated navigation and enhanced usability, locating a store, browsing products, or finding their perfect bed was easy!

Sleep Train - Before
Sleep Train - After

Online Marketing Strategy & Implementation

Using expertise in SEO and online marketing, Blast created a comprehensive online marketing strategy incorporating email marketing, pay per click, landing pages, Google Places listings, on-page and off-page SEO, and continued optimization. This strategy synced with Sleep Train’s other marketing efforts. We will continue to monitor site performance and improve the sites through an ongoing strategic partnership.

Analytics Configuration Showcases Results

Through Google Analytics advanced configuration our Google Certified Analytic Consultants set up goal tracking for various conversions on the site. Sleep Train is now able to clearly see how users are interacting with the site, and make better better business decisions based on actionable insights.

Results

SleepTrain.com’s Results 2 weeks post launch exceeded expectations:

  • 173% lift in pageviews
  • More than double the number of pages viewed per visit
  • 56% increase in average time spent on site
  • 13% increase in overall number of visits (from 19,287 to 21,788)
  • Reduced bounce rate from 18.44% to 15.69%
  • Site ranks in the top 3 for 57 top-targeted keyword phrases

Sleep Train

Ongoing Reporting and Analysis

Through ongoing SEO and PPC support, Blast works with Sleep Train to continually optimize their site and educate them on SEO, usability and content design. Blast also monitors and provides monthly reports that summarizes site performance, outlines optimization efforts, and demonstrates ROI, giving Sleep Train concrete metrics they can share with stakeholders and take action on.

I’ve been extremely impressed by their professionalism and accessibility. From start to end, the redesign of our websites has been pleasurable project to work on because of the enthusiasm Blast had for our company and our new websites. The project was extremely well managed and all the team members at Blast were fantastic!

Sharon Conner
Sleep Train Mattress Center

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Sleep Train Case Study

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Project Overview

Goals

  • Develop an Online Marketing Strategy that would educate customers, showcase sales events, and persuade people to visit their local Sleep Train store

Approach

  • Created a solid interaction strategy, user-friendly Information Architecture, and updated design elements
  • Highlighted sales event promotions, driving to in-store
  • Increased Search Engine Optimization creating improved Online Brand Credibility and better Lead Nurturing

Results

  • SEO: Top 3 ranking for 57 terms
  • Increased traffic 13% in first 2 weeks through on-page and off-page optimization, Google local listing optimization, and PPC
  • Increased engagement from 2:56 to 4:35 minutes
  • Increased pages viewed from 4.79 pages/visit to 11.56 Nurturing

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Digital MarketingDigital Marketing
Usability & UXUsability & UX
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