Ian Bellamy, digital marketing manager at 4C Foresight, describes Glenigan’s journey to becoming an award-winning mobile site
As a provider of construction project market analysis and forecasting, it was vital we were mobile due to instant accessibility. Subsequently, when we were developing our new website last year, mobile responsiveness was high on the agenda. Since the start of 2012 the number of mobile visitors to our site has trebled and now makes up nearly 10 per cent of all site traffic.
We worked closely with our digital agency, Adido, to ensure the responsive aspects of the new site worked faultlessly and were intelligently constructed to deliver messaging and functionality tailored to the device it was being
viewed on.
Glenigan’s simple homepage is designed to engage visitors quickly and aid their movement around the site. The challenge we faced when considering mobile visitors was the severely limited page real-estate and how to maximise this to deliver the best possible user experience. By prioritising page elements, we could ensure the most relevant ones appeared in the most appropriate locations. Plus, by introducing mobile specific functionality, such as call buttons, we could optimise the site’s performance.
Since the new Glenigan site was launched, mobile traffic has increased by 162 per cent and page views on these devices have doubled. Enquiries from mobiles and tablets have also increased by over 700 per cent, which is hugely important, proving users convert better on well-designed mobile pages.
