Since its founding, Wix.com has staked its reputation on the usability of platform, which enables non-technical types to build and manage their own website.
Today the company doubled down on its code-free, drag-and-drop mantra with what a company spokesperson describes as "perhaps the biggest news out of Wix in our 9-year history."
In a nutshell, Wix has totally overhauled its website design tool dubbed Editor in the first full redesign of its cloud-based software since launching a do-it-yourself HTML5 Editor three years ago.
Here's how Wix describes the technology:
The new Wix Editor is based on a complete restructuring of the platform's codebase developed using Facebook's React technology. Offering a significantly leaner codebase, better modularization and improved testability, this new technology enables Wix to roll out features previously unseen in the code-free web design sector with unprecedented speed.
Along with a new user interface, the revamped Editor includes a bevy of new features. Notably among them is the parallax effect, which Wix says gives websites an added layer of dimension by bringing a modern 3D appearance when scrolling through a webpage. The effect can be activated with just a single click.
There's also new full screen strip layouts, which can be placed anywhere on a page to create clear sections and stylistic variation.
Video can also stream in the background, either in full screen or within strips. Users can upload their own videos, or choose one from Wix's free video background library, and style them with color palettes or overlays.
The new Wix Editor is available now.