Simmons Canada is the manufacturer of Beautyrest, a leading mattress brand.  They asked Quizative to create a new site experience, suitable to a top quality brand promising rest and refreshment.

Goal:

Create a better website experience for consumers searching for a new mattress, resulting in increased engagement levels.

Insight:

  • A consumer is often motivated to purchase a mattress because of the discomfort of her old one.  A feeling of comfort is a very personal choice, so the choice of the right mattress is very specific to the individuals sleeping on the mattress.
  • Consumers are confused by all the choices in mattresses and uncertain that they are making the right decision.

Strategy:

Create a simplified experience to guide them to the right mattress for them.

Execution:

  • Focus on Simmons’ hero brand: Beautyrest, rather than presenting a corporate site with multiple minor brands for consumers to sort through.
  • Create simplified ways for consumers to find the right bed:
    • For those who want to explore, we simplified the path to product information, reducing the clicks required to get info and reducing the volume of info to simply an overview and detail page.
    • For those who want advice, we created the My Dream Bed Recommendation Tool, with simple criteria to find the right feeling of comfort and price.

Results:

Engagement is way up, with key metrics increasing as much as 250%.

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