Leading Financial Solutions Company Increases Mobile Conversions By 50%

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Baines & Ernst, a leading financial solutions company based in Manchester, is the focus of Google’s latest Case Study due to the company’s success in creating a responsive website design which has seen mobile conversions increase by more than 50%.

Baines & Ernst

Impressively, Baines & Ernst has seen fantastic results since introducing the responsive web design, with mobile conversions leaping by 51%.

In a world dominated by smartphones and tablets, the way we access the internet has changed dramatically in the last few years.

As such, businesses have had to be quick to respond to the online needs of their customers who are searching for products and services via mobile devices – something which Baines & Ernst have done very well and far quicker than many of their competitors.

The Google Case Study says, "Baines & Ernst grasped that mobile usage was on the rise, both as a widespread trend and specifically within its own business. As Google Analytics reporting revealed that more and more users were accessing the company’s website via smartphones, the decision was made to launch mobile-specific search advertising in late 2011. This incorporated both sitelinks and click-to-call functionality to help potential clients quickly obtain information they required."

Initially the company created an independent mobile site in addition to their main company website. "We had a great response from our mobile optimised site; however we like to keep our content as fresh, relevant and as balanced as possible, so updating two sites just wasn’t efficient. We knew we could streamline the online journey for our customers and were keen to develop a responsive site to service the needs of customers." — Shaz Sulaman, Commercial Director at Baines & Ernst.

In the second half of 2012, the company carried out extensive customer research using both surveys and focus groups, gaining invaluable insight into the needs of consumers searching for financial products online.

"Our main focus is to ensure potential customers can find the right information on any screen. So it felt right that we should extend our plans to create a complete and consistent online brand across all media platforms." continues Imran Khan.

To achieve this, the company built an entirely new site incorporating the best practices of responsive web design (RWD). This enabled the company to optimise user experience across different screen sizes without creating multiple websites.

Impressively, Baines & Ernst has seen fantastic results since introducing the responsive web design, with mobile conversions leaping by 51%.

"It’s important that we react when technology moves so that we can continue to provide the best online experience to customers looking for help when trying to deal with financial problems. While we’re delighted with the results, we will continue to strive to enhance the online journey for customers visiting our site." concludes Imran Khan of Baines & Ernst.

To see the Google Case Study in its entirety, please visit: http://www.google.com/think/case-studies/baines-and-ernst-responsive-web-design.html

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Imran Khan

Chrissy Hoey
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