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One size site gets top marks from Google

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Harmeet
New Update

UK: Google is using Baines & Ernst's site, built using responsive web design (RWD), as a case study to highlight how successful RWD can be.

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The responsive website automatically shrinks or expands to suit the viewer's screen and can detect whether the device is a mobile, tablet or laptop. So its template, images, layout and content visibility are never impaired. Making it totally user-friendly. It also harnesses dragging, swiping and other gestures recognised by touchscreens.

Baines & Ernst saw its mobile conversions soar by 51 percent after launching its savvy new site. Conversions are measured when a user contacts the company to make an enquiry. On mobile devices pages per visit increased by 11 percent, while the average length of stay rose by 30 percent, and mobile bounce rate registered an 8 percent decrease. Qualitative research also revealed that visitors found the experience easier and more enjoyable.

Imran Khan, head of Online at Baines & Ernst, said: "We are always striving to improve communications and make it easier for our customers to get the right financial help when they need it, which is why we've invested in the technology to make it as easy as possible for people to find the right solution.

"Our main focus was to deliver a consistent user experience across all the devices so our potential customers can find the right information on any screen. We are delighted that Google created the case study. They were genuinely impressed by our quick adaption to create a mobile version of our site. We were one of the first companies in our sector to do this."

While many businesses rely on multiple versions of their website to cater for different screen sizes, RWD means you only need one. It enables you to layer everything on to a single file of HTML content, which means load times may be reduced and users can share and link to content.