Case Study: Brooklinen increases conversions with Heap

Brooklinen uses Session Replay to optimize customer journeys and increase conversion

Brooklinen, a fast-growing bedding, bath, and home goods brand, wanted to understand how shoppers interacted with its Bundle Builder and where friction was hurting the mobile product journey. Using Heap’s session replay, heatmaps, and analytics tools, the Brooklinen team worked to identify drop-off points and improve the digital customer experience, with a focus on increasing bundle use, add-to-cart rate, and conversions.

Heap helped Brooklinen visually uncover pain points in the bundle-building flow, especially on mobile, and informed A/B tests and redesigns such as repositioning color swatches, adding tooltips, and improving the summary view. As a result, Brooklinen saw a significant increase in conversion after the final Bundle PDP redesign test, while Heap Connect also helped the team align product insights with company-level metrics like CVR, ATC, and bounce rates.

Brooklinen

Jacky Lin

Analyst