Promotional storefront for a beds & mattress retailer
Faceted category navigation for a catalogue where every product has six variants
A UK bed and mattress store built around faceted browsing — size, firmness, type — with promotional merchandising that does not break the crawlable URL structure.
- eCommerce
- Faceted URLs
- Merchandising
- Product schema
- 6+Variants per product line
- FacetedCrawl-safe category navigation
- CROPromotional merchandising
The context
Bed retail is a filtering problem. A customer knows their size, roughly knows their firmness, and wants to narrow a large catalogue quickly. Every one of those filters is also a potential URL, and left unmanaged they multiply into thousands of near-duplicate pages that dilute the whole site.
On top of that sits promotional merchandising — sales, bundles, finance offers — which tends to be bolted on in ways that break the structure underneath.
What I was solving
- 01Faceted navigation generating crawlable combinations far beyond what should ever be indexed.
- 02Promotional overlays competing with the product information customers actually need to decide.
- 03Category pages that ranked for nothing in particular because they targeted everything.
How I built it
- 01Decided deliberately which facet combinations deserve to be indexable pages and which should stay filters, then enforced it.
- 02Gave the commercially meaningful combinations real content, so they can rank rather than merely exist.
- 03Kept promotional merchandising in a layer that can change weekly without touching URLs or structure.
- 04Optimised the product imagery pipeline — the heaviest thing on any furniture store.
Want something like this?
Straight answer on whether I can move the numbers, and roughly what it takes.