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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