Essex Auto Group has launched a new ‘responsive design’ website to complement its ongoing digital strategy.

Customers get an improved online experience when researching and buying new or approved used vehicles on the new website - designed and developed by GForces Web Management. The next-generation automotive web platform is now fully responsive and fast loading for ease of use on any digital device, whether it’s a mobile phone, tablet or laptop.

Group marketing director Matt Brown said: “After having identified the web trends of mobile use and looked at the analytics of our ‘old’ online properties, we decided to move to the GForces NetDirector Auto V10 website from our previously separate mobile and desktop sites. This has been the speed of digital evolution in recent years – in 2013 we won Motor Trader’s Mobile Website of the Year Award.

“While our mobile and desktop websites have been going from strength to strength, we felt it was important to tailor our content so that our customers do not have to compromise at all when it comes to perusing and using it.”

Around 45% of web visits are now being made via smartphones and tablets. During the last Christmas period GForces reported that just over 50% of visits to their clients’ websites came from mobiles – up 8% from the previous year.

NetDirector Auto V10 was created after analysing millions of visits to GForces client websites to enhance performance and user experience. Functionality includes: live chat, part exchange valuations, updated vehicle data via CAP Valuations, online service bookings, deposits can be put down online on used vehicles, ‘shortlists’ to save and compare vehicles, independent reviews about our service and products from Reevoo, and 360-degree interior and exterior high-quality imagery, alongside 3D vehicle renders and video clips.