Anglian Home Improvements has launched a new mobile site in response to growing numbers of searches from mobile devices. The site was built by Bloom and integrated in a holistic digital strategy that encompasses SEO, PPC and social.

The new site provides the latest offers, testimonials from customers, social integration and a comprehensive product guide. Since launch, traffic to the mobile site has increased 20 per cent.

Commenting on the launch Matt Carey, head of digital marketing, Anglian Home Improvements, said: “Mobile is of growing importance to our digital mix with more and more consumers viewing our site from a mobile device as part of their research and buying process. It was important to us to ensure the browsing experience on mobile was as good, if not better than the desktop site, even with some of the challenges things like a much smaller screen can bring.

He continued: “Our research suggests the mindset of mobile users is different to desktop users as they are often on the move, time poor and much closer to making a purchase decision. So, our priorities were to slicken the customer journey, convey product features and benefits more succinctly and make calls to action more prominent. Early signs are that we have got this right as conversion is dramatically improved since launch and continues to improve.”

Established in 1966, Anglian Home Improvements is the UK’s leading home improvements company, responsible for the employment of 4500 people.

Alex Craven, chief executive of Bloom said: “Mobile should be an integral part of any digital marketing mix. Too often it is viewed as a standalone project, when really it should be a dynamic part of any campaign.”

Bloom is a fully integrated digital agency that includes Anglian Home Improvements, ADT and global software giant Infosys as its clients.

Published on: 3:43PM on 7th November 2012