Sonno Mattress
About Company
Sonno.co.uk is a UK-based family-run business located in Yorkshire, with over 20 years of experience in creating welcoming spaces for a good night’s sleep. They sell high-quality mattresses made from carefully selected materials that provide the perfect balance of comfort and support, all designed to promote healthy and restful sleep. Their mission is to help people get a good night’s sleep every night by providing the most comfortable and supportive mattresses possible.
Case Background
The company offers a range of high-quality mattresses, including memory foam mattresses and pocket mattresses. Despite having a well-designed website and high-quality products, Sonno Beds was struggling to convert visitors into customers, the website had a high bounce rate, and visitors were not progressing from the product page funnel to the add-to-cart funnel.
Initial Analysis:
During the analysis of the Mattress product page, four significant problems were identified. These issues were as follows:
- Poor Engagement
The page lacked elements that engage visitors and keep them interested in the product. Visitors could easily get bored and leave the page without making a purchase.
- Ineffective "Why Choose Sonno" Section
The “Why Choose Sonno” section lacked personality and did not effectively communicate the unique benefits of Sonno Beds’ mattresses. This made it difficult for visitors to understand why they should choose Sonno Beds over other mattress brands.
- Lack of Social Proof and Trust
There was minimal trust-building content on the page. Visitors had no reason to trust Sonno Beds or their mattresses, which made it difficult for them to justify making a purchase.
- Lack of urgency to drive action
Visitors did not feel any pressure to make a purchase since there was no indication of limited stock or a countdown timer. Without any sense of urgency, visitors could easily put off the decision to buy and never return to the website.
Actions Taken
- Added progress bar with text - "X items remaining" to create urgency
Original
Variant
The progress bar creates a sense of urgency by indicating that there are only a limited number of items left in stock. This motivates visitors to make a purchase quickly to avoid missing out on the product.
- Updated "Why choose Sonno" section with personalized icons and dynamic product images
Original
Variant
It’s crucial to present the burger menu options succinctly so as not to interfere with users’ ability to view the page.The dropdowns on the site’s initial iteration filled the entire screen width, making it impossible for users to view them.
The user can navigate more easily and can see where they are on the website by adjusting the menu so that the columns are placed closer together and the white background does not obstruct user view.
- Introduced multiple Calls to action across the page with social proof and trust icons for convenience
Original
Variant
As was already mentioned, the top navigation bar interfered with users’ ability to view nearly 40 to 45 % of the top of the page.Users were unable to easily view the page’s content as a result, which increased conversion process friction.
Since this section was essential on the homepage , we came up with a solution to make the background transparent so that it would display both the options in the top nav section and the contents of the page. Due to the overwhelming number of options it contained, this section was made non-floating because it was not necessary for it to be on the product page.
- Scattered Testimonials across the page for user engagement
Original
Variant
The site is custom-built in such a way and uses relative frameworks that it has a bit of a delay in response time when a user clicks Add to Cart. Users would become confused and click on multiple alternatives during that period because they weren’t disabled, generating a load or an irregular response.
In the variant, all other options were deactivated and a loading screen with a luminous brand logo and a black background was added so the website could get time to react to the user’s query.
- Added benefits section for Memory foam mattress section with image
Original
Variant
The website offered a good amount of interesting and interactive content, but consumers had little to no understanding of how to advance in the funnel because there were no cues to let them know.
Giving customers several options to buy the product is good for sales. To make it easier for users to go at their own pace, Call to Actions with distinctive colours were added to key parts in the variant.
- Updated visuals and highlighted takeaways for pointers in the pocket mattress section
Original
Variant
Depending on the user’s choice, the top navigation bar led users to the category pages and subsequently to the product pages. Separate size variants had different product pages.
However, this area of the pages worked as an additional step in the conversion process for the users. It didn’t offer anything unique as well,. In the revised version, users were then sent to the product pages where they could choose from product variants using radio buttons.