Grand Haven, Michigan…Borns has updated client ODL’s website using Responsive Web Design (RWD), a technique that enables the web browser to detect the type of device being used—desktop, laptop, tablet, or smartphone—and render it appropriately. RWD improves the user experience by scaling and reflowing the content and adjusting font sizes to fit the device’s screen.
Borns recommended the redesign in response to increased mobile device usage and changes to Google’s search algorithm, which now favors mobile-friendly sites in search rankings and penalizes others. Indeed, visits to the site from organic search have nearly doubled since the Borns RWD redesign.
The number of visits from mobile devices has nearly doubled since the redesign, with 51% of visitors now viewing the site on mobile devices.
Face-to-face meetings with customers (including contractors and installers) have been made easier with the responsive site. ODL sale reps don’t need to use a desktop or laptop computer to look up product information, using instead their tablet or smartphone to display clear photos and illustrations.
The new site’s collapsible mobile navigation is user-friendly and as readable as it would be on a laptop or desktop computer. Feedback from the ODL sales force has been extremely positive. The site’s new doorglass selector effectively narrows thousands of options and shows crystal-clear, life-size glass patterns. So, website visitors are getting more product information online and have fewer questions when they do call customer service.
Now callers have already narrowed their product selections and simply want to confirm a detail or two.