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Why Your Business Should Upgrade to a Responsive Web Design Sooner Rather Than Later
Why should my business have responsive web design?
Responsive web design has become the go-to solution for businesses that want a user-friendly interface and high customer retention. If your company has come here to take advantage of all the benefits it has to offer, you may already be starting to see low visitor numbers and a disappointing conversion rate.
As a responsible business owner, you need to be confident before paying to upgrade your web presence to one that includes responsive design. However, by opting in you will quickly see a return on investment that will make it worthwhile. In short, responsive design is better than ever and to keep up with the competition, you’ll need it too.
Responsive web design is important for most businesses because it allows your users to achieve their goals quickly and easily. Important elements of your website can be pulled onto a smart phone and appear as a fully functional version of the original, complete with all the functionality you offer customers on a laptop or desktop computer. If you fail to provide a mobile-friendly experience for your visitors, they won’t stick around, they’ll simply click away and complete the action or purchase on a competitor’s site.
Unhappy customers are not good for business and neither are going against the major search engines. Google has recently confirmed what many insiders have suspected for some time – sites that are not optimized for multiple users will drop down their search rankings. Google bases its ranking on how useful the page is for the query the user has entered, as well as the usability of the site – for example, can the user complete the task they want?
Your page may be perfectly relevant to their search, but if visitors can’t easily access content on multiple devices, your site may receive less than positive reviews and be placed lower in search results. If your company is relegated to the second or third page listing you will lose a substantial amount of traffic, as people naturally select links from the first page.
Google also points out that companies that have a single responsive website – instead of one standard and one mobile version – find it much easier for bots to detect them, because there is only one URL.
If your site is responsive and ready to serve mobile customers, you can take advantage of many tools and useful applications, such as the click-to-call button, which enables a web user to make a voice call to your company instantly. Potential customers can also read reviews about your business or find a busy place using Google Maps, both relevant to the needs of mobile users.
Branding is one way in which we build a relationship of trust with customers and keep them coming back for more of the same. It is suitable for responsive design for two reasons, firstly, people do not feel confident in a site that they cannot easily navigate and secondly, to create a consistent brand you need responsive design to produce a consistent web presence; However your customers reach you.
In today’s market there are only a handful of reasons why a company might choose to stick with a static design on its web page. Those who don’t rely on web traffic in any significant way to drive sales, or who have few competitors, or who have already looked into responsive design and found that it wasn’t right for them. For everyone else, if you want to stay ahead of the curve, responsive design is the only way to go for your website.
Responsive web design features
Until recently web designers created different pages depending on where they were viewed, for example a tablet has a different screen resolution to a laptop, and so the content will be optimized for viewing on that particular device.
However, responsive web design has revolutionized the way users view the internet, creating an across-the-board experience that allows us to view pages exactly the same on a PC, smart phone or notebook. When they build a site, designers use the same coding across any number of resolutions, giving each device the same degree of functionality.
Responsive web designers believe that their clients’ web pages should be accessible to every visitor, providing them with an optimal experience, regardless of the device they use. This type of intelligent response to web user actions keeps your company relevant in the ever-changing online market place; This will increase your e-commerce figures and make visiting your site a pleasant experience.
In technical terms there are three main features of responsive web design, the secret ingredient is usually considered media queries. These are filters added to CSS or cascading style sheets, affecting the look and feel of any individual page. CSS is an extremely useful tool for web designers, but by tagging in media query optimization, the process of resizing, rendering and orientation of a page becomes much easier.
Another linchpin of responsive design is flexible layout, it’s based on grid formation, ideal for margin formatting, get the positioning and spacing of key page elements right. This means a designer is not limited to a certain number of columns, they can choose as many or as few as appropriate for the page. Flexible Layout also eliminates the need to work with pixel-based layouts and text sizes.
Instead, designers use percentages that enable them to take a more fluid approach to producing each page. The Pixel works well in photographic images, but is a clumsy tool to use on most devices. A pixel may be expressed as three dots on a phone, but ten dots on a desktop, causing significant variation in image quality between devices.
The third component of responsive design involves the use of CSS or dynamic resizing functionality to create flexible images, videos and other content. Resizing the contained area can make text flow relatively easily, but to stretch it into more complex sections, web designers need to use different techniques. Dynamic resizing gives the web designer more control over how the page behaves and enables adding or removing components as needed.
Taken together, these multiple technologies allow visitors to enjoy a sense of familiarity, regardless of the device they are using or will use in the future.
When the mobile user changes from landscape to portrait mode, the intuitive design will ensure that the page becomes larger or smaller. Furthermore, each element, be it an image, a text box or even a video, will resize to match the different dimensions.
If you’ve ever tried to access a website and found that it was nearly impossible to navigate around without shrinking and expanding text or buttons, you’ll understand why responsive design is considered a good practice for the majority of website owners.
Responsive web design vs mobile web design
Until recently, mobile web design was considered more relevant to modern consumers than its responsive counterpart, an approach that saw designers use smartphones as a starting point and gradually upgrade the technology to notepads, desktop computers and beyond. This method means companies need two websites, one for their mobile pages and one for PC users.
In the early golden years of mobile web design, there were many reasons why experts thought that web applications should always be designed for use on a mobile device. The most important of these was the prevalence of smart phones and the fact that their popularity was steadily increasing. By creating a platform that appeals to these millions of users, companies can promote their service or product to what is seen as the next generation of computing consumers.
Second, mobile design was said to promote a clean concept without space for extraneous elements or unnecessary page clutter. On a mobile phone screen, there isn’t enough room to cram in extra buttons and widgets – instead, a design team had to focus on what was really needed. By giving users a clear path to what they want, their experience will be better, faster, leaving them more inclined to return or convert to a paying customer.
Mobile applications were perceived to have more utility than PC-based software, which paled in comparison to the capabilities offered by smart phones that users expected from their laptops. From digital compasses, to gyroscopic effects, touch screen inputs and voice control, designers hoped to produce modern web design on these devices that were not limited by the constraints of the PC.
Although there are pros and cons to adopting a mobile site to run parallel to the main site, responsively designed pages are ideal for retailers who want a robust, consistent website with plenty of usability for every user. A single site also simplifies marketing campaigns; There is only one site and one SEO strategy to manage. Therefore, a website featuring responsive design can save companies time and money, but also provide customers with a smooth, convenient way to shop.
Responsive Web Design Statistics
When a team of designers build you a responsive website you know it will adapt seamlessly to whatever device it’s accessed from, but where is the evidence to prove that this is a factor in business success?
Brand Point, a content marketing company, found that over 90% of consumers purchasing decisions are influenced by visual elements. In other words, if people land on your site and like the look of the place, they’re more likely to stay and buy.
With screen resolutions constantly changing as new devices hit the market, web developers SpiderWeb found that in 2010 there were only 97 unique screen resolution sizes, but by 2013 this number had jumped to 232. This is the only way to address growth. A responsive website that is optimized for each customer, whatever device they prefer.
Customers are driven away by long wait times and pages taking too long to appear; Even in 2009, 47% of people expected a webpage load time of just two seconds. In a study conducted by Akamai, a cloud services provider, it was also found that 40% of web users click away if they do not access a page within 3 seconds. That’s a very slim window of opportunity, and it’s fair to assume that people’s expectations have risen since this study was compiled.
Although external factors such as lack of Wi-Fi or 4G can also affect waiting times, the importance of speed for business sites cannot be underestimated. Wed designers can write code for your responsive site that selectively loads the elements it needs, or even brings in graphics at a later stage.
Design matters because it can have a huge impact on the number of new visitors to your pages, these are people who have reached you by typing in a specific search criteria and decided to click on a link to your site. Web designers, Domain7, have reported that in the case of their client Regent College, there was a 99% jump in unique visitors after their responsive web design improvements.
If your mobile pages leave an unpleasant taste in your visitors’ mouths, they’re less likely to view your entire organization favorably, and they’ll tell their friends. Industry experts at Search Engine Journal found that 57% of people would never recommend a company with poorly designed pages, strengthening the case for a consistent web strategy that performs the way your customers want it – wherever they are.
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