How one change boosted Black Friday revenue by +18%

The company

Dreams is the U.K.'s leading mattress and bed retailer, selling online and across 208 stores nationwide. It's website attracts over 18M visitors a year.

The challenge

During Black Friday 2019, Octavia Benham, then an Online Trading Manager at Dreams, wanted to analyze the company's Black Friday landing pages to identify any immediate opportunities to increase revenue.

The solution

She used Contentsquare’s Heatmaps capability to monitor the performance of the landing pages day-to-day and to spot any issues.

The analysis showed that on one key Black Friday landing page, their 'shop by category' feature was the most-clicked element, but was located at the bottom of the page.

Based on this insight, the team moved the section up to the top of the page, above other elements that were generating fewer clicks.

Dream's Black Friday landing page before (left) and after (right) optimization

What Contentsquare gives us is the flexibility to understand what our customers are doing now, and how we can make changes now that will help their customer journey.

Octavia Benham

Former Online Trading Manager

The results

This small change increased the click rate by +150% on mobile devices, generating an additional +18% in revenue over just 5 days.

Heatmap analysis of Dream's homepage, showing click rate and time-before-first-click rate before (top) and after (below) optimization