So you may be wondering what responsive web design even is? Well simply put, responsive web design is an approach designed to create websites that provide an optimal and seamless viewing experience across any device (desktop, mobile, tablet, console etc). Surveys by Google has shown that 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly while 52% of users said that a bad mobile experience made them less likely to engage with a company. While your content or product is vital for online success, it’s the overall user experience that is fundamental in gaining a life-long customer.
As more consumers are starting to take advantage of their mobile devices, smartphones and tablets, users are starting to say goodbye to desktop browsing. It’s safe to say mobile is taking over internet browsing. From social browsing, checking emails to online shopping, mobile browsing is the future and the insights back it up. Research shows that mobile users will surpass desktop users before the end of 2014.
Well we now know what responsive web design is. But why is it so important?
Users are spending more time on their mobile and tablet devices. As previously mentioned, it is expected that mobile users will surpass desktop users before the end of the year. In addition to the huge increase of users, mobile and tablet users are on average viewing more pages per website (13 page views vs 8 page views).
Research has shown 85% of adults believe that the mobile site must be as good, if not better than, a desktop site. More and more users are using their mobile devices to do their online shopping. In addition to that, users are spending more hours browsing and visiting websites more than ever. What better way to cater for your customers as well as your competitors target market. According to a survey by Google, 48% of users said that if a site didn’t work well on their smartphone, it made them feel like the company didn’t care about their business while 50% of people said that even if they like a business, they will use them less often if the website isn’t mobile-friendly.
Online shopping is on the rise and every day, more consumers shop less in bricks and mortar stores. Research shows that 69% of tablet owners make a purchase on their device every month. Now imagine all the potential losses from users having to pinch, zoom and shuffle around an unresponsive web site. A responsive website will remove those obstacles and nuisances and in return offer functionality as well as an enhanced user experience. As a result, it will be much easier and engaging for users to navigate across different products and services that you are offering.
Additionally, survey results has shown that impulse purchasing has increased since the introduction of smartphones and online shopping. 71% of users said that the main reason for the increase in spending is that the process is so simple and the technology is so easy to use, while 27% said that the experience of shopping with smartphones and tablets is better than shopping in-store.
Mobile usage is on the rise and it’s essential to start optimising your website for your users. Taking into consideration the numerous advantages mobile responsive web design provides such as potential increase of conversion rates, increase of traffic as well as being ahead of your competitors, converting your website into a responsive web site should be priority.