18 / Sep / 17

Have a Responsive Website Yet? Here’s Why It’s a Must

With the stratospheric rise in the use of mobile devices and the increased popularity of using mobile phones as mini-computers, you’d be doing your business a huge disservice to continue with a website that’s not designed to respond and adjust to mobile devices.

Over the past few years we’ve seen a considerable shift in user preference from desktop computers, to the majority of users preferring mobile devices, which has influenced the way Google and other search engines index and rank sites.

There's no stopping the upward mobile trend. By 2019, mobile is predicted to account for 79% of all web traffic. Studies show people will simply stop visiting a site in favor of one that provides a smoother mobile experience.

Have a Responsive Website Yet? Here’s Why It’s a Must

What is a Responsive Designed Site?

If you've created or redesigned your website in the past couple of years, hopefully, your developer used a responsive design. Responsive design websites are built to automatically detect the device of the user that’s viewing your website, and to re-arrange the content of your website on the fly so it displays in a highly readable way for that particular device. Typically this means that the navigation becomes mobile/touch-friendly and content shifts to a more vertical-oriented/larger format.

Responsive Site vs. Mobile Site

A responsive website is not the same as a mobile website.

Basically, a mobile website is a separate website from your desktop website. It has separate content and likewise, must be updated and maintained anytime your desktop site is changed, so the two will match. This creates double work and is also a solution that’s no longer working now that mobile devices come in all shapes and sizes. Building a mobile website in addition to your desktop website was the standard practice for years, but is now pretty much obsolete.

Google says 61% of users are unlikely to return to a mobile site they had trouble accessing; 40% visit a competitor’s site instead.

Why is it So Important? The Benefits of a Responsive Website

One Site For All Devices
A responsive web design has only one content source, so all copy, graphics, video and imagery are the same across all devices. This means when you change, update and add to the content, you only have to do it one time. And when users can access the same information across all mediums (which they often do), they enjoy a seamless and complete user experience.

Google Prefers Responsive Design
With people being 5 times more likely to leave a site that isn’t mobile-friendly, it’s no wonder why mobile designed sites are ranking higher in Google because more people search on mobile than desktops. Mobile generates more page views.

Provide a Seamless User Experience
This is by far the most important reason to have a responsive website because losing potential customers after you’ve spent money getting them to your site is a tragedy. A responsive website can be viewed on a desktop, phone, or tablet and users won’t notice any difference in the site’s content, even though things may shift around a bit. Everything should be super-organized and easy to find, and the site should be just as information-rich as the desktop version. In contrast, unresponsive websites typically look distorted on devices like mobile phones and tablets. Whereas desktop viewers might have no problem viewing your website, mobile users will have trouble navigating and reading your content on a smaller, more vertical screen.

Increase Conversion Rates
Mobile shopping and purchases are skyrocketing, making it more important for online businesses, particularly e-commerce sites, to develop fully responsive sites. Let’s look at some numbers to back this up. About 81% of shoppers research online before making purchasing decisions, and 63% of them complete purchases related to their mobile research. Furthermore, two-thirds of mobile consumers are looking to make a purchase the same day. These stats show how impactful a responsive site can be to your conversion rates. A fully responsive site can keep your users engaged and increase their chances of following through on a purchase.

If you’d like to improve your user experience, be more easily seen on search engines, and turn more web traffic into sales, having a responsive website is key.  Aren’t sure you have a responsive website or need website or digital marketing advice? Talk to us.

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