Overview

Bedsmade is a luxury homewares brand founded by product designer Matt Griffin and luxury yacht interior designer Lyndel Rothschild. Their shared expertise in product design and high-end interiors led them to innovate a new sleep experience – combining effortless bed-making with hotel-quality bedding. However, despite an initial e-commerce launch, sales conversions were lower than expected. Bedsmade partnered with Deepend to refine its digital experience, ensuring that its unique product value was effectively communicated while streamlining the purchase journey for customers.

Deepend combined behavioural data with qualitative research to diagnose friction across the ecommerce journey. Heatmaps, website analysis, user testing and A/B testing informed changes to content hierarchy, imagery, product storytelling, calls to action and checkout interactions.

The Challenge

Bedsmade had launched an ecommerce experience around a differentiated bedding product, but sales conversions were lower than expected. Customers were not always understanding the product value quickly enough, and friction remained across navigation, content and checkout.

Website analysis found 53 incomplete transactions for every successful sale, highlighting a significant opportunity to simplify the path to purchase.

The Opportunity

A data-driven UX program could identify where customers were becoming confused, clarify the product proposition and strengthen the emotional appeal of the brand. Improvements could then be validated through user testing and A/B testing before being rolled into the experience.

What We Delivered

• Data-driven UX audit
• Heatmap and behavioural analysis
• User testing
• A/B testing
• Homepage redesign recommendations
• Product messaging and storytelling improvements
• CTA and typography refinements
• Redesigned How It Works content
• Checkout optimisation
• Pre-order and wait list functionality for out-of-stock products

Impact

• 22% increase in completed purchases following checkout optimisations
• 30% rise in engagement with key product features attributed to improved homepage designs
• 18% boost to conversion rates following stronger storytelling and refined calls to action
• Improved clarity around product benefits and purchase pathways
• Pre-order and wait list functionality created a way to retain demand for out-of-stock products

Problem & Insight

Heatmaps showed visitors interacting with multiple sections without a clear primary action, while frequent navigation-menu clicks indicated that many users were not ready to purchase immediately and needed more guidance.

A/B testing also found that the original homepage felt clinical. Users responded more positively to warmer imagery, founder-led storytelling, Australian provenance and clearer explanations of how the product worked.

Strategy & Experience Design

Deepend strengthened the homepage hierarchy, repositioned calls to action and refined typography to make the product benefits easier to understand. Storytelling was brought forward to explain the expertise behind Bedsmade and create a warmer, more premium brand experience.

A redesigned How It Works section used animation to improve product understanding, while more consistent terminology reduced ambiguity across the journey.

Technology & Delivery

The optimisation program focused on improving the existing ecommerce experience rather than replacing the platform. Checkout interactions were refined to remove opt-out confusion and misleading interface elements, helping create a clearer path to purchase.

A pre-order and wait list feature was also introduced for out-of-stock products, allowing Bedsmade to retain customer interest and create future sales opportunities.

Results

The optimisation work improved both conversion performance and customer engagement. Completed purchases increased by 22%, engagement with key product features rose by 30% and conversion rates increased by 18%.

The work also produced a clearer ecommerce experience that better communicated Bedsmade's product difference, design expertise and premium positioning.

Frequently Asked Questions

What results did Deepend achieve for Bedsmade?

The live case study reports a 22% increase in completed purchases, a 30% rise in engagement with key product features and an 18% boost to conversion rates following the ecommerce optimisation work.

How did Deepend improve Bedsmade's ecommerce conversion rate?

Deepend used website analysis, heatmaps, user testing and A/B testing to identify friction, then improved content hierarchy, storytelling, calls to action, product education and checkout interactions.

What checkout problems did Deepend identify for Bedsmade?

Website analysis found 53 incomplete transactions for every successful sale. Checkout refinements focused on removing opt-out confusion and misleading interface elements to create a clearer path to purchase.

How did user research change the Bedsmade homepage?

Testing showed the original homepage felt clinical. The revised experience introduced warmer imagery, stronger founder and Australian-provenance storytelling, clearer typography and more prominent calls to action.

How did Deepend improve product understanding for Bedsmade customers?

Deepend clarified product messaging and terminology and redesigned the How It Works section with animation, helping customers understand the product benefits and how the bedding system works.