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How responsive website design helps boost revenue

John Moore | March 12, 2014
Carsales.com, Australia's top online automotive classified site, is helping its independent dealers make the switch to sites built with responsive design in mind. Revenue is up, the company says, in part because of increased traffic from mobile devices.

An interface between Carsales' proprietary CMS and Moboom's CMS enables the data transfer. To set up the import, dealer data is uploaded to an FTP server. Moboom's content importer checks for new files - every 15 minutes in the case of the Carsales deployment. If a new file is on the server, Moboom imports that data into its system.

Dealer websites also uses Moboom's server-side technology, which Rice says makes Moboom sites typically faster than responsive websites constructed along conventional lines. Moboom uses server-side media queries to determine how a dealer website will look on a user's device.

Responsive design using media queries often places the task of determining how the website will look on the client side. In that scenario, every device receives the same images, which can lead to slower browser load times. The server-side media queries, however, let Moboom hold back items such as high-resolution images that will cause a slowdown, according to the company.

Barlow says the responsive dealers sites have helped the company create a revenue-generating product from something the company previously gave away. In general, Carsales seeks to create new products to bolster yield per account and help grow the company in a way that doesn't strictly rely on adding new dealers.

"Most of our websites are No. 1 in Australia in their verticals," Barlow says. "From that point of view, we have a good number of the dealers that are on our sites. For us to grow in those verticals, we need to add value-added products."

 

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