A Seamless Migration for a Better Night’s Sleep

Sealy of Australia provides more than a million annual site visitors with a personalized, data-driven experience that helps customers find the right mattress for their needs.

Industry: Bedding

Site: sealy.com.au | gsquared.com.au


Replace outdated technology and design with a modern user experience, making it easier for users to navigate Sealy‘s catalog of mattresses and find recommendations tailor-made to their sleeping habits.


Site redesign and migration from Adobe Business Catalyst to WordPress, led by WP Engine Agency Partner G Squared and hosted on a dedicated server.

Results: The new site has experienced a surge of engagement and it’s been widely celebrated by Sealy’s customers, partners, retailers, and the client itself. New site metrics include:

  • 85% mattress selector completion rate
  • 22% improved exit rate
  • 5% increased time on page/site

Sealy of Australia is the market-leading manufacturer of premium sleeping solutions throughout Australia and the Asia Pacific region. In business since 1923, Sealy partners with a national network of retailers to help millions of people achieve better sleep. The company’s pursuit to refine and advance Posturepedic technology backed by orthopedic research has resulted in world-class innovation and customer care expertise. 

G Squared delivers digital solutions that drive real business results. The agency’s core competencies include UX/UI design, web development, performance marketing, and content., G Squared’s central premise is to act first as a consultant to its clients, allowing ideas to flow freely, and letting the data drive the strategy.

“These types of digital experiences are a win-win for our clients and their end-users. With WP Engine providing the platform to build it on, we can get more out of WordPress and create a truly industry-leading final product." 

—George Pappas, Director, G Squared

Helping Customers Make Comfortable Decisions

The average person spends more than 30 years of their life in bed, which means choosing a mattress is hardly an inconsequential decision. 

Finding a comfortable mattress that conforms to your unique preferences isn’t always easy, and buying one often requires a detailed decision-making process that’s only become more difficult with limitations on in-person shopping.  

Taking these factors into account, Sealy of Australia—the country’s favorite luxury bedding and mattress brand—launched an initiative in 2021 to amplify its brand and provide customers with a more streamlined, data-driven approach to the online mattress-shopping experience. 

The Sealy of Australia Team, led by National Marketing Manager Wade Ganzer, conducted an extensive search for a digital agency that shared their vision and could help them rebuild their website with a modern user experience (UX) for more than a million annual site visitors.

“Our goal was to build brand conviction through digital channels in a way that would inform visitors of all the options available while simplifying the selection process and making it easier to find the most suitable mattress,” Ganzer said.  

The project included a heavy design and UX component, as well as performance requirements for a site of Sealy’s size. After searching through a wide range of agencies, Ganzer and his team found that G Squared, a WP Engine Agency Partner that specializes in UX/UI design and web development, was a perfect fit. 

“G Squared was exactly the right fit for this type of project,” Ganzer said. “From site navigation to the nitty-gritty of redesigning our mattress selector tool, their attention to detail was second to none.” 

“From a performance and security perspective, knowing the site would live on WP Engine allayed any concerns we had around security and site performance. The combination of agency and infrastructure was just right.”

Agency Expertise on the #1 Platfrom for WordPress

G Squared initiated the project with deep research and discovery to align with Sealy of Australia’s larger digital marketing strategy.   

“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.” 

In tandem with that effort, the G Squared team also worked on a revitalized Mattress Selector tool, which was reduced from 12 to five total steps and included more interactive UI elements to prompt engagement.

Sealy of Australia Mattress Selector A revitalized and immersive Mattress Selector tool helps customers easily find the right mattress for their comfort preference.

Additionally, the existing site was migrated from Adobe Business Catalyst to WordPress for greater flexibility and customization.  

“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 customized to suit the needs of the Sealy team.”

The Results

With the site ready for launch, G Squared, together with a dedicated team at WP Engine, ran through a comprehensive UAT process and made final tweaks before pushing live.

With scalable, high-availability infrastructure via WP Engine's enterprise hosting platform, the new Sealy site was also equipped with Global Edge Security to ensure all of its data remained tightly secure. 

Once the new site had launched, it was quickly noticed by Sealy of Australia’s customers, partners, and retailers—all of whom lauded the new UX and navigation, as well as faster site speeds. 

In addition to the site exit rate, which has improved by 22%, the Sealy of Australia team has noticed a 5% increase in time on page/site, which continues to tick up. 

Additionally, the new mattress selector tool is experiencing an 85% completion rate, driving home the type of heightened engagement this project was focused on. 

“We were thrilled with the end result, as is the Sealy of Australia team,” Pappas said. 

“These types of digital experiences are a win-win for our clients and their end-users."

"With WP Engine providing the platform to build it on, we can get more out of WordPress and create a truly industry-leading final product.”

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