Website

naptime.com.au
Platform

Shopify
Services

Design and Creative • Shopify Design and Development • Ecommerce Growth

Naptime was built on a simple idea: a better night’s sleep shouldn’t come with an inflated price tag. After operating alongside Mobile Mattress, the team made the decision to consolidate under the Naptime name and create a brand that could confidently compete with category leaders. With a loyal customer base and strong repeat purchase behaviour, the foundations were already there, but the brand needed to evolve to match the quality of the product and the ambition of the business.

This sparked a full rebrand and website refresh, both aesthetically and from a user experience perspective. The existing site felt dated and was no longer converting as effectively as it could. Beyond the build itself, there was also a need to support launch and ongoing growth through marketing. This included developing creative assets for launch and post-launch campaigns, alongside restructuring the ads setup to better align with the new brand, website experience and conversion goals.

 

Creative Team:

Brand & UX/UI Design: Alyse Bowell
Lead Developer: Jill Augustus
Project Management: Charlene Chan
Digital Marketing: Andre Rosa

A brand made to rest easy

The transformation started with a refined brand direction that elevated what already existed, bringing Naptime into a new era that feels more fun, creative and confident. Rather than a complete overhaul, we evolved the identity to better compete with leading brands in the space, while ensuring it still felt familiar to their loyal, repeat customers. The goal was to strike a balance between progression and recognition, creating a brand that feels fresh and exciting without losing the trust already built.

Visually, this came to life through a new signature purple that blends legacy brand colours, alongside updated typography that introduces a more modern edge. The introduction of “Zee” added a distinct layer of personality, helping the brand feel more ownable and memorable. Central to the identity is the tagline “We Take Care of the Rest”, reinforcing Naptime’s promise to simplify the buying experience and remove the stress often associated with mattress shopping.

Dreamy features that increased AOV by 33%

Enhanced functionality required enhanced strategic consideration, especially as increasing average order value was a core goal of the redesign. For Naptime, the focus was on creating a more guided, confidence-led shopping experience that not only improved conversion but encouraged customers to build larger, more intentional purchases. Through a combination of UX restructuring and smart product logic, the new experience delivered a 33% increase in average order value.

To achieve this, we reworked the entire purchase journey into a simplified flow that supports different stages of decision making while naturally introducing opportunities to expand the order. Rather than relying on traditional upsells alone, we embedded value-add moments throughout the experience, ensuring recommendations felt helpful rather than forced.

Mattress Quiz A key entry point into the experience, the mattress quiz helps customers quickly identify the right product for their needs. By reducing uncertainty early in the journey, it creates a stronger foundation for conversion and naturally leads users into higher-value product selections that better match their requirements.

Make it a Set To encourage complete sleep solutions, “Make it a Set” was introduced as a bundled purchasing feature that pairs mattresses with complementary products such as bases and accessories. This not only simplifies the decision-making process but also increases basket size by positioning the full setup as the most logical choice. It became one of the strongest contributors to uplift in average order value.

Alternative Products Alternative product suggestions were integrated throughout the journey to support better decision making at key moments. Based on size, preferences and product selection, customers are shown relevant alternatives that may better suit their needs. This keeps users within a curated ecosystem of products, increasing the likelihood of upgrading or adding to their order.

Bundles & Upsells Bundling was strategically implemented across product and cart experiences to support higher-value purchases. Instead of generic add-ons, bundles were built around real-life sleep setups, making them feel purposeful and relevant. This approach encouraged customers to think beyond single-product purchases and contribute to a more complete solution, directly supporting the uplift in average order value.
Website layout for a mattress comparison tool with icons and text on a white background
Mattress with promotional overlay in a bedroom setting
Online store page for 'Naptime' with a bed product and navigation menu.

We took care of the rest

Following launch, the relationship extended into an ongoing digital marketing retainer, including SEO, email marketing, paid ads and continuous site optimisation. This also included hands-on support with creative development for both launch and post-launch campaigns, ensuring the brand was consistently represented across every touchpoint as it rolled out into market. Alongside this, we restructured and optimised the paid ads setup to better align with the new brand direction and improved website experience, helping improve efficiency, targeting and overall conversion performance.

Together, these ongoing efforts ensured Naptime was not only well positioned at launch, but set up for sustained growth. With SEO, email, paid media and on-site optimisation working in sync, the brand was able to stabilise sales during key trading periods while continuing to build momentum. The result is a cohesive brand and ecommerce ecosystem designed not just to launch, but to scale.
Results
  • +33% Average Order Value

We're really happy with everything - the team has been fantastic. We're genuinely excited each time we catch up and see the progress. The team has taken our brand and elevated it so much, and we're truly grateful for all the effort and creativity that's gone into the project.

Shannon & Dakota
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