The one small change that boosted Dreams’ Black Friday revenue by 18%
Established in 1985, Dreams is the UK’s number one specialist bed retailer. Headquartered at ‘Bedquarters’ in High Wycombe, and with 1,900 employees across the UK, Dreams sells 10,000 mattresses, bases, and headboards per week to customers nationwide through its store network of over 200 sites and online.
During last year’s Black Friday, Octavia Benham — part of the Online Trading Team at Dreams — was looking to analyze their Black Friday landing pages to identify opportunities to increase revenue.
On the first day of trading, Octavia was reviewing the data for a key landing page, Black Friday Deals.
Using Contentsquare’s Zone-based Heatmaps and Live Zoning features to monitor the performance of their landing pages day-to-day and spot any issues, she noticed that their “shop by category” feature, located right at the bottom of the page, was in fact the most-clicked element on that page.
Using the scroll rate metric, she could see that a large proportion of users were not scrolling far enough to even see that element, which was clearly attracting a lot of clicks.
Based on this insight, the team made the simple change of moving the feature up to the top of the page, above elements that were generating fewer clicks.
This increased the click rate by 150% on mobile devices, generating an additional 18% revenue over just 5 days.