June 28, 2013
GOALS
- Increase lead volume
- Deliver user experience tailored to device
- Consolidate all content on available products and services into a single site
- Future-proof online presence for new smartphones, tablets and other web enabled devices
APPROACH
- Used responsive web design (RWD) in building a new site
- Upgraded all AdWords activity to enhanced campaigns
- Implemented bid adjustments according to time of day and device
RESULTS
- Since launch of RWD site, visits on mobile have grown 218% and on tablet 236%
- Click to lead rate has improved by up to 5% on some product categories
“We wanted a device-independent solution to cater for all, and for our website to be future-proof for new smartphones and tablets.”
“Before, we managed three separate campaigns for each product – a mobile, tablet and desktop variance. Now that we have a responsive site, all devices can be grouped together in the same campaign.”
— Keith Mowbray, PPC Manager, Towergate Insurance
