Mobile optimisation and 'Responsive Design' are today’s key web essentials

digitalstream - Aug 05, 2016

57% of customers say they won’t recommend a business with a poorly designed mobile site and 40 percent have turned to a competitor’s site after a bad experience.

(Source: Google )

As of May 2015 more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan

(Source: Google)


Mobile browsing is now the primary method of browsing and first method that your audience is likely to be exposed to your business. A mobile first mindset is paramount to ensure your audience can have a good experience, and so they can easily do business with you. Here are more reasons why your website needs to be on a responsive design framework.

What is responsive design? - Responsive web design adjusts a site’s layout to accommodate the device and screen size being used, so the User always has an optimal viewing experience. How this is achieved is through content scaling and precisely configured break points splitting the page structure into the right size elements.

Your customers are multi-device users - Many of your customers are likely to be returning to your website, at different times from different devices depending where they are. So this means your website needs to work seamlessly and with consistency for all devices whether it’s a mobile phone, iPad/tablet, laptop, or a desktop/wide screen device. Users generally expect the same content and consistency of experience no matter what device they are using. Say if your customer begins to make an appointment at their work from a desktop computer, but get’s called away. Then he picks it up again while he’s on the move from his mobile - can he achieve the same action with a similar experience? A well designed responsive website will certainly cater for this with ease for the user.

Single platform vs mobile bolt on - A responsive CMS platform that delivers output for all screen sizes and devices only requires one place to manage to keep the site updated. As opposed to a bolt on Mobile platform, which will require you to keep two systems up to date and relevant to your target audiences. This is why a single CMS platform that caters for all devices is always highly preferable.

Mobile optimised provides better search engine rankings - Google recommends using responsive web design to support different devices and screen sizes. In search results Google has added a “Mobile Friendly” label to websites that are optimised for a mobile device. Google announced Mobilegeddon in April 21, 2015, resulting in better rankings for website that were mobile optimised websites versus those that weren't..

Future proof - A responsive website gives you the best chance of protecting your asset due to its ability accommodate any device’s screen size. Responsive sites are dynamic in nature, adjusting precisely to fit the device's screen used to access the site. This mean new devices are already catered for.

1 in 3 smartphone searches were made right before a store visit.

(Source: Google)


In summary - In the long run the investment you make in going Responsive will provide a better return through higher conversion rates and reduced CMS administration time. Google is stressing the importance of mobile-friendly sites, especially with Responsive Web Design (RWD). A RWD solution is easier to develop and provides better performance in most cases than the a separate bolt on mobile site that uses device detection software through dynamic serving. The latter also incurs more cost both technically and administratively.

Click on this link to access Google’s Tool to test your site for Mobile Friendliness.

If you would like to learn more about any of the information covered in this article and how it relates to your online presence please get get in touch. We’ll can arrange a time for you to chat with one of our website consultants about how going ‘Responsive’ will drive more leads and grow your business.