Monthly:July 2013

On smartphones and tablets, Plusnet’s Responsive Web Design site doubles traffic and increases sales tenfold

Thanks to the fact that its new site is built on the principles of responsive web design (RWD), Plusnet has made serious gains in both usability and performance.  The provider of broadband and phone services has doubled traffic and boosted sales tenfold on smartphones and tablets. On these devices, visit duration and the number of pages viewed per visit have increased, while the time to complete a conversion has dropped 40%. Impressively, the new site is converting at a higher rate than the previous site converted on all devices.

Plusnet’s multi-screen strategy started to take shape back when the company saw that the number of users accessing its website through smartphones and tablets was growing significantly – by a percentage point every six months. The team’s decision to build a new site using RWD was based on the aim of improving user experience in a world where screens come in all shapes, sizes and contexts.
A device-independent solution that caters for all, RWD uses HTML5 and CSS3 features to optimise site experience. The creation of Plusnet’s new site entailed a complete overhaul of content. The team streamlined the customer sign-up journey so it now entails considerably fewer steps than before. Navigation and key offers move depending on screen size, while navigation collapses to ensure the most important content always takes priority. As a result, a customer can complete the entire purchase of an ISP or phone package on the site with ease, no matter the size of his or her screen.

Before the release of the RWD site, Plusnet didn’t have a mobile optimised site or strategy, and consequently had invested only minimally in mobile marketing. But with newfound confidence that smartphone users would get a great experience, Plusnet has turned its attention to the platform’s opportunities in paid search. The company has increased its mobile AdWords spend since launch and has used sitelinks and click-to-call functionality in ads too. 

All this adds up to a bright future for Plusnet – and one in which multi-device marketing plays a key role. Ideas currently on the drawing board include researching how to link multi-device users, an app to provide troubleshooting for broadband customers, and the implementation of AdWords enhanced campaigns, all supported by A/B and multi-variate testing to pave the way for further optimisations.


Read the full case study on Plusnet’s successful use of responsive web design here.


Posted by Matt Brocklehurst, Product Marketing Manager, Google
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Introducing the Google Databoard: A new way to explore research


Posted by Adam Grunewald, Mobile marketing manager

It’s important for businesses to stay up to date about the most recent research and insights related to their industry. Unfortunately — with so many new studies and with data being updated so often — it can difficult to keep up. To make life a bit easier, we created the Databoard for Research Insights, which allows people to explore and interact with some of Google’s recent research in a unique and immersive way. 

                                 



The Databoard is our response to three big challenges facing the vast majority of research released today.


1. Ease of consumption: The databoard introduces a new way of sharing data, with all of the information presented in a simple and beautiful way. Users can explore an entire study or jump straight to the topics or datapoints that they care about. The Databoard is also optimized for all devices so you can comfortably explore the research on your computer, tablet, or smartphone.


2.  Shareability: Most people, when they find a compelling piece of data, want to share it! Whether its with a colleague, client, or a community on a blog or social network, compelling insights and data are meant to be shared. The databoard is designed for shareability, allowing users to share individual charts and insights or collections of data with anyone through email or social networks.


3. A cohesive story: Most research studies set out to answer a specific question, like how people use their smartphones in store, or how a specific type of consumer shops. This means that businesses need to look across multiple pieces of research to craft a comprehensive business or marketing strategy. To address this need, the Databoard allows users to curate a customized infographic out of the charts or data points you find important across multiple Google research studies. Creating an infographic is quick and easy, and you can share the finished product with your friends or colleagues.


The databoard is currently home to four research studies including The New Multi-screen World, Mobile In-store shopper research, Mobile search moments, and more. New studies will be added frequently so be sure to check back often. To get started exploring the Databoard and creating your own infographic visit google.com/think/databoard.

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