Sector(s)
A full service digital transformation
In 2018 Youwe was one of the digital agencies to pitch a project for Royal Auping. The Royal Auping is a Dutch manufacturer and market leader retailer of beds, mattresses and sleep-related products. The company chose Youwe to build them a new Drupal platform, create a new design and also help them to improve their online marketing.
Johannes Albertus Auping stared what now is the Royal Auping in 1888 and he would never have imagined that the first mesh-based bed bases, which he supplied to hospitals in the Netherlands would grow in a business that is one of the leading companies in the field of beds and matrasses. Today the company is still a family-owned company and for the past 125 years, Auping has been the specialist of choice for people who appreciate a good night's sleep and guaranteed comfort in over 27 countries.
Due to the rise of the internet Auping needed to focus on their online presence. Youwe helped them with building a new website on a Drupal platform. Also, the designs of the Dutch, Danish, Belgian, British and German website got an update and Youwe's Digital Marketing team started to optimize the Dutch website, with the help of SEO proof texts and digital campaigns.
About the project
+105% Organic traffic
+300% Increased Google position
+66% Traffic results on mattress pages sessions
The Drupal CMS gave Auping the platform they wanted and the designs helped to improve the user experience of the website, but most results were achieved thanks to digital marketing improvements.
The results were:
- The average position of the keywords focused on the keyword “mattress” is increased from an overall position of 29 to 10 in the Google search results;
- Organic traffic is up +105%;
- An increased Google position by more than 300%;
- The most important keywords have a top 5 ranking;
- Auping has the strongest domain authority of all its competitors.
Because of the great partnering between Youwe and Auping the collaboration doesn’t stop here.
After the first phase, the Youwe online marketing circle will continue to improve the online presence of Auping and all their different products.
Why Drupal was chosen
After the pitch, the Youwe Drupal team took over the current Drupal CMS of Auping. Auping already had a Drupal 7, Drupal 8- and Single-Page Application so Youwe stared with a migration project. After this, the current platforms were further developed in an agile matter. Of course, the platform was maintained with security updates and bugs were fixed, the content types were restructured, but most importantly Auping gave Youwe the instruction to not just create an e-commerce platform, but to offer the visitors of the Royal Auping website a real experience.
To do this the Drupal team created a lot of API’s. This is because Drupal 8 has an API first way of working. Auping started with a Drupal 7 platform, but when they wanted different applications on their website, they realized they also needed to work with Drupal 8. Drupal 8 was the perfect choice because the API’s can always be used in the future or be integrated on a different platform.
Drupal 8 integrated API’s
- Appointment planner: the existing appointment planner was made with SuperSaaS. Our team made their own version of a disconnected SuperSaas planner with its own frontend React application.
- Google reviews: Auping wanted to show Google reviews and ratings on the Plaza page. Youwe made a connection between Drupal 8 and Google My Business. Because of the fact that the API is implemented and guaranteed with Drupal, the data will always be shown up-to-date.
Technical Specifications
Drupal version:
