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Diamond Mattress

Industry

Bedding

Services

Strategy | Copywriting | Lead Generation

Challenge

Diamond Mattress, a leading private label mattress manufacturer, found success by staying ahead of industry trends. However, before it could launch its new consumer sleep products and new white label program, the brand knew it needed to do a complete overhaul of its low-converting website.

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Desktop View of New Mattress Product Page

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Mobile View of New Mattress Product Page

Process

Diving straight into the project, the Marketing Director and I sat down with the client to define the brand’s B2C and B2B buyer personas and map out the buyer’s journey. From our discussion, we pinpointed the biggest obstacles we needed to overcome:

 

  • Redesign the website to optimize eCommerce conversion rate

  • Develop cohesive messaging that resonates between the brand’s B2C consumer audience and B2B retailer audience

  • Establish a B2B pipeline by integrating the brand’s private label programs on the website

Solution

Overseeing the build of the new website, I developed the messaging for each target persona while managing the design and web development teams to ensure client deadlines were being hit. The result was a custom, mobile-first website that brought higher visibility to the site’s conversion points and integrated the brand’s B2B offerings.

  • +200% Total Orders Compared to Previous Period

  • +82% Total Sales Compared to Previous Period

  • +50% Website Sessions Compared to Previous Period

  • +111% eCommerce Conversion Rate Compared to Previous Period

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