Responsive Web Design is not a new concept; it’s been around a little while now. But, with so much information being shared about the era of the Smartphone, rocketing sales stats on Tablets and the decline of desktop usage, it’s time to get to grips with what it really means for your business. Before embarking on any form of website development you need to make sure that you can harness your full potential in the digital sphere, to maximise your return on investment.
As the number of devices, platforms and browsers that need to work with your website grow, a fundamental shift in the way in which websites are built is required. Responsive websites ‘respond’ to their environment, by using ‘media queries’ to figure out what resolution of device the information is being served on. The benefit is that you build a website once and it translates seamlessly across thousands of screens.
What does it mean for your customer?
Research undertaken by Neilson sees Tablet sales alone expected to exceed 100 million this year, while a recent comScore mobiLens report shows that Smartphones are now used by 63.3% (31.3 million) of all mobile phone owners – an increase of 24.3 million on last year. One half of all local searches are performed on mobile devices and top actions, after looking up local information, include calling a business or making a purchase.
With stats like these, the degree of responsiveness of your website is highly likely to already be affecting your customers’ online experience. If you’re not providing a user journey optimised for mobile, your conversion rates could already be impacted. Customers are looking for a great experience on every screen.
What do you need to do?
Google analytics provide an overview report of breakdown of visitors by whether or not they visit using mobile devices. You can also determine metrics such as bounce rate and duration. Use those metrics to determine if the mobile experience you are providing meets your customers’ expectations.
Put yourself in the shoes of your customer. While you may not own a Smartphone or Tablet, don’t be guided by your own actions when considering your audience. It’s time to think Responsive!