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The Importance of web responsive design

The major buzzword in the last year or so is ‘responsive design.’ The rise and rise of responsive design is a direct result of the dynamic nature of consumer behaviour as the number of devices that a site or app can be accessed from is continuously growing. But why is responsive design important?

responsive design

As the reports suggest, the sheer volume of platforms that your site can be accessed from is quite substantial. However, the fact that each of these devices has its own size, screen resolution and settings is nothing new to web designers. It can be said that designers never actually knew exactly what size window that the site was most often viewed - It was just assumed that at least the random pixel width that was considered ‘standard.’ There were always those who could not view the website and have ignored up till now. But why the change now?

The evidence is compelling according responsive design infographic from Monetate.

  • 21 per cent of web traffic to ecommerce sites now come from tablets and smartphones
  • 67 per cent of shoppers are more likely to buy from a site that is mobile-friendly and a massive 91 per cent of people (Americans) have a device to hand 24 hours a day
  • The number of screen sizes has grown from 97 in 2010 to 232 in 2013.

These rising statistics have prompted the need for businesses to make sure their site is accessible across multiple platforms to capitalise on consumers accessing the site via smartphone or tablet.

What are the benefits of Responsive design from an internet marketing perspective?

  • Consistent branding across all channels
  • Reduce development time and need for standalone sites
  • Creates a single code base - one website for all customers
  • Much improved conversion tracking and streamlined analytics
  • Better Marketing visibility

But what is the potential downside to responsive design?

  • Slower site download as all images on the site will need to be downloaded
  • Content has to be extensively reviewed and planned
  • Mobile specific keywords may be neglected
  • Uniformity may reduce ‘unique experience’ as consumers may not want the same experience on all devices

For more information about responsive design, or to find out whether your site can be adapted to fit the multiplatform approach, call ExtraDigital today on 01227 68 68 98.

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