The specialist in adjustable beds

Our contribution

Concept7 made a significant contribution to the project by conducting extensive user research through interviews, analysing the insights gained and translating them into an effective design. Concept7 then developed the website, focusing on user-friendliness, accessibility and a clear presentation of the content. What makes this case unique is the optimised design aimed at an older target group, with the entire information provision validated with end users through interviews to ensure user-friendliness and relevance.

Objective

The aim of this project was to increase the number of brochure requests and improve the customer experience. The objective was twofold: to attract new customers and retain existing ones.

For new customers, the focus was on encouraging interaction and conversion, for example by requesting a brochure or making an appointment via the form, by telephone or by email. The aim was to introduce potential customers to the services in a simple and appealing way, thereby fostering a positive and enthusiastic attitude towards the organisation.

For existing customers, the aim was to improve user-friendliness and accessibility. This includes making it easy to get in touch, as well as enabling customers to quickly find answers to frequently asked questions online. By optimising these aspects, we wanted to keep existing customers satisfied, strengthen their trust and increase their loyalty.

The ultimate KPI-driven objective was therefore to increase the number of brochure requests and appointments with new customers, whilst improving customer satisfaction and accessibility for existing customers, thereby boosting both conversion rates and customer loyalty.

Solution & approach

Using our proven Human-Centred Design process, we combined user experience and conversion to support the business objectives. Based on target group research among senior citizens, we mapped out a validated customer journey, which revealed that they independently research high/low beds online. We translated these insights, combined with the strength of Bedder as a brand and organisation, into a funnel that optimally supports the target group. Relevant information is presented at the right times and in the right places, which builds trust and lowers barriers. This has been achieved within a flexible CMS, linked to Salesforce for an integrated CRM approach and to provide insight into and measure all conversion flows.

Results & impact

With its revamped design, bedder.nl has been deliberately optimised for conversion and user-friendliness, delivering immediately measurable results. These results were achieved in the first six months following the launch of the new design. Thanks to a clear information structure, straightforward CTAs and user-friendly forms, the number of brochure requests rose by +244%, from 6,243 to 21,457. The website no longer merely provides information, but actively guides visitors towards the next step.

The focus on trust and user-friendliness also led to a significant increase in high-quality conversions. The number of appointment requests rose by 1,767%, from 6 to 112. The revamped UX/UI lowers the barrier to making contact and is better aligned with the user’s decision-making process.

Progress has also been made in terms of search visibility. Thanks to a future-proof structure and a stronger SEO foundation, organic Google clicks rose by 43%, whilst visibility continued to increase. The mobile-first approach also proved its worth: the number of active mobile users grew by 63%, making mobile the primary source of traffic and conversion.

Crucially, it wasn’t just traffic that grew, but above all the quality of engagement. Visitors are more likely to take targeted next steps and convert into qualified leads. At the same time, Bedder’s brand awareness increased significantly. Searches for the brand name have increased by almost 80%, with a 79% rise in impressions and a 55% rise in brand clicks. Combined with strong growth in paid social traffic (392%), Bedder is clearly more visible and better positioned in the market.

This project demonstrates that the revamped design is not merely a ‘cosmetic facelift’, but a strategic investment that makes a structural contribution to growth, lead generation and brand strengthening.

Nomination for the DIA Awards 2026

With this Bedder project, we have been nominated for the DIA Awards in the category Design Aesthetic + Design Functional. This is a wonderful recognition of the work we have achieved together, in which design and functionality go hand in hand. We are therefore incredibly proud of this nomination and see it as confirmation of the impact this project has made.

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