Leesa drives organic traffic, efficiency and personalization using Contentstack

Content developers at Leesa could write and publish articles but couldn’t curate a brand story across all of its products. In addition to its commerce pages, Leesa was focused on organic growth. The way SEO was managed on their e-commerce platform, whose CMS capabilities they had been leveraging, meant organic article traffic to the site was lower than it should have been. 

When Leesa was using Shopify alone, content writers would write the articles, but developers were publishing the content. They would build the relevant code and push it to a .JS file. This was an error-prone system, and Leesa recognized that the company needed a quicker and more defined process for creating components and editing content. 

Instead of spending time optimizing the website, developers were handling content requests. As a result, development time was long and the website was slow, with an onload time of six seconds.

Richard Bilton, director of Technology at Leesa, knew that a headless CMS would offer the freedom the company was looking for, and spent eight months researching headless CMSes. Ultimately, the company chose Contentstack for its integration capabilities with Shopify, its ease of use and its customer support.

“Contentstack has been fantastic,” Bilton said. “I don’t know of any other customer support team willing to jump on a video call and code with us and help us fix a challenge. In my world, it’s never happened before.”

Performance-driven redesign

Contentstack worked with Leesa to build a completely new headless environment and a redesign of the brand, fully integrated with Shopify. The architecture implementation was very fast, completed in one month, with the new website launching within just five months. Developers can now focus on building new features and optimizing the website, while content editors can be trained in as little as half an hour and tasked with managing the content behind the scenes. With a combination of stronger website performance, enhanced SEO and quicker time to publish, articles are now the main way that customers find the Leesa website, more effective than paid ads or other forms of marketing.

Personalization

Another benefit of working with Contentstack has been the ability to personalize at scale. “Thanks to Contentstack’s Modular Blocks, we’ve really upped our game when it comes to personalization,” Bilton said.

When a customer or prospect lands on the website to read a topical article, Leesa can track the topic the blog is about, identifying the customer segment or interest. Inside the article, Leesa can insert targeted product recommendations, as well as directing to a personalized product page around this specific topic when the customer clicks out using a call to action. The product page will show relevant products, as well as user-generated content from customers who have similar needs, and graphical content elements such as awards and accolades specific to that audience. “If you look at our competitors, you can see that we are now much more mature in what we can deliver to the user,” Bilton noted.

Leesa is now known for producing excellent content around sleep and the sleep industry, and is using that content to grow organically through a website optimized for SEO. Users enjoy a cohesive brand experience, with a fast and personalized website that meets their needs. At the back end, half the number of developers can focus on pushing new features in two weeks instead of a month, while content editors can go in and make changes with very minimal training.