How one change boosted Black Friday revenue +18%

The company

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

The challenge

During Black Friday 2019, Octavia Benham—part of the Online Trading Team at Dreams—wanted to analyze their Black Friday landing pages to identify opportunities to increase revenue.

The solution

She used Contentsquare’s Heatmaps to monitor the performance of their landing pages day-to-day and 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 made moved the section up to the top of the page, above 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

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 click rate before (top) and after (below) optimization