Sleep better thanks to stable hosting: How Bedre Nætter handles peak traffic

Bedre Nætter sells beds and sleep products exclusively online. A stable shop is therefore critical to the business. Recurring outages during promotions and traffic peaks were impacting turnover and the customer experience. With maxcluster, the company switched to a Magento-optimised hosting infrastructure with proactive monitoring and direct expert support. 

The result: significantly less downtime, a higher conversion rate thanks to stable shop operations even during peak periods, and Queue-it (an upstream queuing tool that redirects visitors to a virtual queue when the site is overloaded) is no longer required.

People who buy a new bed or mattress online rarely make a spontaneous decision. Customers compare products, read reviews and do extensive research before making a purchase. This makes it all the more important to provide a shopping experience that runs smoothly at all times.

For Bedre Nætter, a Danish online retailer of beds, mattresses and sleep products, the Magento shop is therefore far more than just a sales channel. It forms the basis of the entire business model.

Yet precisely when interest was at its peak, the technical infrastructure repeatedly reached its limits. During promotions, seasonal campaigns or around Black Week, high visitor numbers regularly led to outages and prolonged response times. In some situations, Queue-it even had to be deployed upstream to keep the platform stable under heavy load.
For a company that promises its customers a better night’s sleep, one thing was clear: the shop also had to run reliably so that not only the customers but also the agency could sleep soundly.

Added to this was the fact that the existing hosting setup was not consistently optimised for Magento. There was a lack of technical specialisation, advice on optimal server configuration, and monitoring capable of identifying potential bottlenecks before they affected shop operations. Support was often only provided once problems had already arisen.

It was therefore clear to the team that they were not looking for a traditional hosting provider, but rather a partner who understands Magento, identifies technical risks at an early stage, and provides reliable support even under heavy load.

The project focused primarily on three key areas.

• Reliability during traffic peaks
  The aim was to reduce recurring downtime during promotional campaigns and seasonal peaks. Particularly during periods of high customer demand, an online shop must not become a bottleneck.
• Magento-specific infrastructure
  Magento 2 places specific demands on servers, caching, databases, monitoring and scaling. Without the appropriate specialisation, significant potential for improved performance and stability remains untapped
• Proactive support
  The company did not want to wait until a problem became apparent before reacting. Instead, it sought a partner who would provide support by highlighting updates, security patches, risks or opportunities for optimisation at an early stage.

In short: the aim was not only to improve performance, but above all to have an online shop that the team could rely on, even during periods of high sales.

Following the switch to maxcluster, the Magento infrastructure was jointly analysed, migrated and specifically tailored to the shop’s requirements.

First, the server configuration and load behaviour were examined. Based on this, targeted optimisations were carried out for the Magento environment. At the same time, maxcluster set up a monitoring system that identifies critical developments at an early stage – particularly during periods of sharply rising visitor numbers.

Another key focus was on technical consultancy. The team received support with issues relating to server configuration, scaling and typical Magento bottlenecks. This not only resulted in a more stable environment but also laid a solid foundation for future growth.

Over the course of the collaboration, the infrastructure was further developed and expanded towards a cloud-based solution to further improve scalability and flexibility.

The greatest improvements were seen precisely in the situations that are particularly important for Bedre Nætter’s business: promotions, seasonal peaks and Black Week.

Since partnering with maxcluster, downtime has been significantly reduced. Recurring outages during periods of high traffic have given way to much more stable shop operations. Particularly important: outages lasting several minutes during Black Week, which previously occurred regularly, are now a thing of the past.

Loading times have also improved. For customers, this means a seamless shopping experience; for the company, it provides a better foundation for conversion and revenue.

One particularly noticeable result is the elimination of the ‘Queue-it’ system at the shop entrance. Previously, a queue system was used to protect the platform during periods of high traffic. Today, this is no longer necessary. Customers can access the shop directly and start shopping without any additional hurdles.

This has not only improved technical stability. The team also gains greater planning certainty for high-revenue campaigns and can handle traffic peaks with much greater ease.

For Bedre Nætter, the search for a new hosting partner was far more than just a technical decision. The aim was to create an infrastructure that would continue to function reliably even when demand and revenue potential peaked.

Thanks to maxcluster, a Magento environment was created that handles peak loads more effectively, reduces downtime and gives the team greater peace of mind in their day-to-day operations. The result demonstrates the impact that specialised e-commerce infrastructure can have on business success.

For a company that sells better sleep, reliability is a key promise. Today, it is not only the product range that ensures a better night’s sleep, but also the certainty that the shop remains stable even when visitor numbers are high.