Why do I need a responsive website?

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Why do I need a responsive website?

Why does your website need to be responsive? There are some key reasons and some considerations.

67% of users who have a positive experience with your mobile website are more likely to buy. Source: GoogleMobile

My website is ‘mobile friendly’ and kind of works. Is this a responsive website?

No. A ‘mobile friendly’ website just means you can view that website at a smaller size on that smartphone, mobile or tablet device. It's your desktop website on a mobile sized screen. The website has not been optimised specifically for this device or screen size and no consideration has been given to the experience in this smaller environment.

48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly. Source: GoogleMobile

The benefit of a responsive design - less pages

A responsive website, is a one website for all devices - mobile, tablet, TV through to desktop. Google itself has outlined its preference (for complete website builds) to follow a responsive design approach over ‘mobile friendly’. For example, one “about us” page with maybe three styles for different screen sizes. Not three different pages – one each for desktop, tablet and mobile. For search engines this gives the automated crawling of your website to individual pages, with one URL for them to follow.

Do any of your website visitors come from social media activity?

Over half of all social media referred traffic will be viewing your website on a mobile device. To this end if you wish all the content on your complete website to be viewable, it is essential for the website to be responsive not just ‘mobile friendly’.

Equally, when you're sharing content, if your website gives a poor experience on a mobile device you can expect high bounce rates, low conversation rates as well as a frustrated audience.

I use my mobile all the time. So if people are increasingly using mobile devices over say laptops, is having a ‘mobile friendly’ website enough?

No, not now. I am advising all of our clients to put a responsive website review high on the agenda. It will be on their competitors.

Mobile use continues to grow, with the announcement of Apple Watch. The new wearable technology has a pressure sensitive display. This gives new ways to gesture and interact and will again change the way people interact with future devices. Mobile is again adapting to be ever more powerful and useful in our daily lives.

61% of people have a better opinion of brands when they offer a good mobile experience. Source: Latitude

A joy to use? Have you thought about the specific experience of your webiste on a mobile device?

Why do your visitors visit your website? How would you like to encourage use? What is the difference between mobile and desktop use?

By knowing these answers, exploring and considering further your visitors' experiences you will be able to plan your responsive website. One website which will be all purpose. If the experience is currently poor on a mobile, visitors will be guaranteed to be frustrated.

Do any of your website visitors come from social media activity?

Over half of all social media referred traffic will be viewing your website on a mobile device. To this end if you wish all the content on your complete website to be viewable it is best for the website to be responsive not just ‘mobile friendly’.

Equally, when you're sharing content, if your website gives a poor experience on a mobile device you can expect high bounce rates, low conversation rates as well as a frustrated audience.

Future proof

We're all very aware that mobile is now omni-present. However, the technology, as we have seen with Apple’s Watch, is constantly changing. To ensure your hub, your website, can adapt to these changes dynamically, it's important that your website is responsive. This is particularly true if mobile is an important viewing device for your business.

Common concerns about next steps

So what should you do first? Ask yourself questions. If you have website usage data, review that rather than make assumptions. Do consider:

What are the top three locations visitors use to access the website? For example home, office or on the move.

From which devices do the majority of the visitors access the website and why?

Do they mostly use WiFi/network or 3G or less?

When you have a picture of the visitors only then will you be able to make clear choices on how to progress responsive content, and then design and tailor an experience accordingly.

This where we can help.

We have years of experience in helping clients navigate changes in technology and user behaviour. We can help you research and understand your visitor needs in conjunction with your future business needs. We are always available to talk these changes through and if you wish, design and implement any desired changes required.

Is this of interest to your company? Are your competitors already ahead on this? Would you like a review of your website to see where you stand? If so please get in touch.

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