Responsive web design is based on three technologies that work together to deliver the best website experience across a multitude of devices. The combination of media queries, fluid grids and flexible images allows web designers to create one website that always displays perfectly, whether on a desktop, tablet or phone.
With that said, Gate6 launched our own responsive website over a year ago and we’ve been thrilled with the functionality it’s provided us. This new responsive site garnered a lot of attention, as well as awards. It functioned beautifully across multiple devices and during the last year, it has helped increase our visitor engagement. So, why in the world did we decide to design a new website? The reasons may surprise you.
The primary reason for the revision was because of some changes to our corporate structure that, in turn, directly affected our website’s sitemap. It is not hard to understand that there would be a need for an update in this case.
The surprising reason we decided to make a change came from our marketing efforts. We needed to revisit our marketing goals for the website, and specifically, conversion. We had great engagement in terms of visits and time spent on our site, but felt we needed more opportunities for conversion. After detailed research and study, we formulated a strategy which called for revisions to the website. The changes included a conversion-centric UI/UX, the addition of more conversion points, more in-depth tracking tools, and other marketing-friendly functionality.
In addition to these content changes, we felt a need to change the responsive layout of our site from a 12-column grid to a 9-column grid. The responsive grid is basically the template or framework for designing responsive sites and it sets out things like number of columns, fluidity of columns and compatibility of content. Moving to a 9-column grid gave us a different set of design options for how to divide and display content. The 12 columns were evenly divided and that was a plus for our content before, but as our sitemap changed and we found the 12 columns were no longer the ideal layout to work from, we moved to 9 columns for clearer and easier functionality.
The revision is almost complete and we’re very excited launch our new website. We’re confident we’ll see an increase in conversions as well as overall engagement with the new and improved Gate6.com.