The importance of responsive web design to your business
February 16th, 2015 | 2min
Is your website optimised effectively for all devices and platforms?
To understand what responsive design is, don’t just think desktop or mobile phone, instead think of every single user browsing the internet on every single device capable of the task. The job of responsive websites is to provide an optimal user experience across all of these platforms through design and build. With 46% of mobile users reporting problems viewing a static site, the importance of responsive web design to your business should not be underestimated. Responsive design allows the same website to adapt to the screen that the user is viewing from without compromising functionality or aesthetics. Responsive sites have the ability to respond to any movements you make with the purpose of making your experience and interaction fluid. Responsive web design targets the width of each user’s web browser to determine how much space is available and how it should display the website. Breakpoints are set to target ranges that define specific displays such as desktop, notebook, 10″ tablet, 7″ tablet, large mobile phone, small mobile phone, and as the page content flows appropriately to fit within these set boundaries.
There is a slight misconception that because these downsized version of a website are smaller, the workload is also considerably less. This is not always the case. To create a mobile or tablet version of a website, consideration needs to be given to the website content as well as the mobile content to ensure that any re-scaling of content works well in both environments. Generally speaking, most content can be repurposed, but particular challenges can present themselves with images that need to be scaled which might contain data, for example info graphics, graphs etc. Data laid out in tables can also present similar challenges. For this reason, careful consideration still needs to be given to all of the content and each mobile page would need to be designed and developed with the same care and attention to detail as any corresponding web page. With the event of mobile overtaking desktop browsing before the end of 2014, there are very few instances where a mobile responsive site is not the default choice and recommendation. We are well versed in the mind-set of responsive design, planning from the ground up to primarily cater for user experience with flexible grids, media queries, scalable images, hidden content, mobile device processor speed and download speed.
So what really is the importance of responsive web design to your business?
I recently wrote a post on Website usability warnings from Google in which it is apparent Google is really taking responsive, mobile-friendly websites very seriously, in essence, by not offering up the best mobile experience, Google says that you will be ranked appropriately. The thing is, by not offering up the best mobile experience, not only does Google not like it, but your visitors won’t either. All the evidence is there in Google Analytics – bounce rate (when users visit and leave without visiting any other page) is higher, conversion rate is lower and pages visited per session is lower – these are the main indicators, however there are many more when looked at in the bigger picture that point in the same direction.
Have you found that your conversion rates are steadily dropping off? Would you like to reverse the trend of declining hits and interaction? Have you gone responsive and have you noticed any difference in your traffic behaviour?
If you would like to find out how responsive website design will help your business grow, please email [email protected] or call +44 (0) 1733 602020