DreamCloud Mobile Website
DreamCloud was one of my favorite projects during my time at Impekable. Their team tasked us with creating a best-in-class mobile discovery and shopping website. Our research showed that there are three main drivers for conversion for this industry: traction from reviews, comparative features/services, and CTAs & re-marketing.
Traction
Traction and viral marketing are some of the most influential factors in a consumers decision to purchase a mattress. Knowing that a bed works for just about everyone generally means that it will work for the customer also. For DreamCloud we included the following three types of traction.
Press
Knowing that a product is good enough for the press to try & publish a review does a lot for consumer confidence.
Experts
Many people — especially Millennials — refer to blogs & review sites for their expert comparisons for niche items.
RELATABLE
People like people who are like them people, so displaying reviews of patrons with similar attributes drives conversion.
Comparative Features
Creating a great product with a feature set to surpass what other companies are doing is essential. In the online mattress world, this isn't limited to just the product features. The warranty and setup/removal are two crucial features that help differentiate online mattress brands. This element is so important that we chose to place it just below the first CTA fold.
Warranty
DreamCloud’s Guarantee & Warranty are some of the best in the industry. We placed them first set portray a premium experience.
Setup/Removal
Many online mattress companies offer free delivery & setup, but DreamCloud even moves your mattress when you move.
CTAs & Re-Marketing
With the plethora of mattress comparisons, reviews, and blogs, there is a good chance that customers are ready to buy when they arrive at DreamCloud’s homepage. For that reason, a clear call-to-action at the top of the page helps customers quickly complete their goal. For customers who are interested in coming back later, we added a re-marketing opportunity in the footer.
Call-to Action
“View Mattress” coupled with the number of people viewing create a clear call to action & proof of traction to help drive conversions and quick checkout.
Re-Marketing
Re-marketing & social media help drive engagement and allow DreamCloud to continue the conversation with both customers & visitors.