Boosting Conversions by 28%: Website Revamp for an 86-Year-Old Mattress Brand

28-10-2025

4 minute read

Uncategorized

An unoptimized website in terms of SEO and UX can make potential customers abandon your products simply due to a poor shopping experience. Brownies Mattress decided to change that — partnering with DEcorp to transform brownies.co.nz into a fast, intuitive, and efficient e-commerce platform.

In just 14 weeks, the results spoke for themselves: a 28% increase in conversion rate, a surge in custom orders, and strong growth in social traffic. Customers now enjoy a secure, personalized mattress-buying experience, while the brand continues to strengthen its 86-year reputation for quality and trust.

Take action now — turn your website into a true growth engine. DEcorp is ready to help you transform your ideas into measurable business results.

The Challenge

Brownies Mattress Direct is a trusted 86-year-old New Zealand brand serving both residential and custom mattress needs. Their website, brownies.co.nz, enables customers to shop online, customize mattress sizes, and arrange nationwide delivery — with manufacturing based in Christchurch.

However, several key challenges were limiting their e-commerce growth:

  • Extensive product catalog: Hundreds of SKUs — from foam, latex, and pocket spring mattresses to custom solutions for RVs, boats, and caravans — required a clear classification system and efficient stock management.
  • Complex logistics integration: Needed seamless data sync between the website, factory, and 10–14-day custom order workflows.
  • Intense online competition: Competing directly with major brands like Sleepyhead and Sealy, Brownies needed stronger SEO to boost organic traffic and keyword rankings.
  • Unoptimized shopping experience: The website required UX and SEO improvements to increase engagement, conversions, and simplify the custom mattress purchase process.
  • Performance & security: The site had to handle high-traffic sales campaigns while ensuring full data protection for customer transactions.

These challenges opened the door for DEcorp to deliver a full-scale SEO and UX optimization — elevating the customer journey and driving sustainable online growth.

Project Goals

Brownies Mattress aimed to build a robust, intuitive, and secure e-commerce platform fully optimized for customer experience and business performance. The project focused on four key objectives:

1. Online Revenue Growth

  • Boost sales through brownies.co.nz with automated discounts and a seamless checkout experience.
  • Redesign UI/UX to highlight Therapedic® and custom mattresses, targeting a 28% increase in conversion rate.

2. Operations & Logistics Efficiency

  • Synchronize data across the website, six retail stores, and warehouse systems for timely delivery.
  • Support custom orders while maintaining standardized production and delivery timelines.

3. SEO & Traffic Expansion

  • Target high-value keywords such as “mattress New Zealand” and “custom mattress NZ.”
  • Achieve Top 10 Google rankings for seven strategic keywords via on-page and off-page SEO optimization.

4. Customer Experience & Website Performance

  • Enhance UX with a mobile-first approach — ensuring 100% compatibility across all devices.
  • Integrate personalization and sizing guidance tools for tailored customer experiences.

Implementation

Every DEcorp solution was designed with one goal: to deliver a seamless, fast, and secure shopping experience for Brownies Mattress customers.

UX & Interface Design

  • Elegant interface using calm tones (beige, white, navy) to evoke relaxation.
  • High-resolution imagery increased engagement by 28%.
  • Fully responsive design for all devices — ensuring smooth shopping for the 88% of visitors coming from mobile.

Performance & Load Speed

  • Optimized images and code reduced page load time by 48%.
  • Achieved Google Lighthouse score: 94/100 for performance.
  • Implemented Cloudflare CDN, cutting load times by 38% for major NZ cities.

Security & Operations

  • Full HTTPS encryption protecting 100% of customer transaction data.
  • Automated vulnerability scans detecting and fixing 100% of security issues pre-launch.

Advanced E-Commerce Features

  • Custom mattress configurator, express checkout, and dynamic discount system.
  • Personalized, frictionless shopping experiences for diverse customer needs.

Results

In just 14 weeks, the new brownies.co.nz platform delivered measurable success:

Conclusion

By combining creative strategy, the right technology, and deep industry insight, DEcorp helped Brownies Mattress transform its website into a powerful e-commerce platform. The new site not only elevated the brand’s digital presence but also delivered a personalized shopping experience that strengthened its 86-year legacy and set the foundation for sustainable revenue growth.