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Marketing 360® Blog

Case Study: Mattress Store Masters the Art of Conversions

Post By Scott Yoder | Case Studies

The Mattress Clearance Center of Boone, NC gets awesome conversion rates on their website. Here’s the breakdown.

Online marketing is not always the mystery some make it out to be. In many ways, it’s just good salesmanship.

The Mattress Clearance Center in Boon, NC knows how to sell online. Let’s track one of their most effective ads.

If someone in their area searches for “mattress store” this store is on top. Their average position for this term during Spring/Summer of this year (data is for 180 day period) is 1.57 with 81.62% impression share and 74.42% conversion rate:

Killing on that term. Why? Because of this fantastic copy:

They hit on the tax return element, low down payment, and zero interest. All strong sales messaging that entices shoppers.

Then – very importantly – they don’t drop the ball on the website landing page:

They worked with our content team to come up with this messaging and the excellent Twice the sleep for half the price line.

The keyword targeting and messaging for this campaign is really dialed-in. It didn’t happen overnight, but with our optimization process, things steadily improved. In the last 180 days, they got 188.39% more conversions than the previous period while the overall conversion rate jumped from 29.03% to 55.32%. All this while the cost per conversion dropped 73.72%:

These are great numbers buoyed by the fact that we use call tracking to get an accurate picture of the conversion data.

But it also shows what happens when you target the right audience with a compelling message.