Hotpoint has launched a multimillion-pound upgrade of its digital platforms, which it says will include a series of updates to help it 'become a digital masterbrand'.
The upgrade will encompass a new responsive website, which Hotpoint says will allow it to respond to Google’s changing algorithm, which now promotes 'mobile-friendly' websites.
Google's changes, which came into effect on 21st April, mean that the search engine will favour websites with bigger text, space between links and responsive web pages.
After conducting usability studies, Hotpoint says it has optimised its product page, improved navigation and information architecture 'to drive engagement and target users with relevant content'.
Hotpoint head of digital marketing Maria Murphy, who is leading the upgrade, says it will “ensure Hotpoint is at the forefront of digital innovation”.
She added: “Traffic year-on-year is up by over 50% and we are welcoming 10% more new visitors to the site every month. We expect both of these positive trends to continue to show growth due to the developments we’re implementing.”