// SCALING UP //
“
THE NEW SEALY SITE WAS EQUIPPED WITH GLOBAL EDGE SECURITY TO ENSURE ALL OF ITS DATA
REMAINED TIGHTLY SECURE .
Wade Ganzer , National Marketing Manager , Sealy of Australia .
Sealy partnered with Sydney-based G Squared , a WP Engine Agency Partner that specialises in UX / UI design and web development . G Squared took a deep dive into Sealy ’ s existing website and user data to investigate how customers were navigating and using the site to gain a better understanding of their online behaviours and preferences . The team used these specific insights to design the new site to suit consumer needs .
“ We worked closely with the Sealy team to intimately understand their user personas and accordingly designed various journey flows to suit their diverse needs ,” said George Pappas , Director at G Squared . “ Central to this was creating a staggered-selection menu , which reduced choice paralysis at each stage of product consideration .”
The G Squared team also worked on revitalising the Mattress Selector , an immersive tool unique to Sealy that asks a series of questions to help customers easily find the right mattress to suit their needs . There are many things to consider when choosing the right mattress – such as the age , weight , physical ailments and allergies of the sleeper ( s ), not to mention preferred sleeping positions and how much space they need .
All this data is so important for a good night ’ s sleep and is entirely personal . With a deeper understanding of Sealy of Australia ’ s customer types , G Squared was able to simplify and streamline the tool , reducing the number of user steps from 12 to five , improving the overall experience and including additional interactive elements to prompt engagement .
The existing site was also migrated from Adobe Business Catalyst to WordPress for greater flexibility and customisation .
“ Ultimately , it was about balancing the needs of marketing enablement with the tailorability of WordPress ,” Pappas said . “ Our system , and the back-end , has been completely customised to suit the needs of the Sealy team .”
66 intelligent
. tech
Intelligent SME . tech