Digital Marketing Matters

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Responsive Web Design – Who Needs It?

If both Google and your customers like it, why wait?

We’re talking about Responsive Web Design (RWD): a technique used to deploy your website content over the internet which is appropriate for the customers’ device requesting it - whether it's a laptop, tablet, mobile phone, or TV.

From an online point of view we all know how important it is to be found quickly and easily via a Google search. Google have categorically declared that Responsive Web Design is the way to go: “Sites that serve all devices on the same set of URLs, with each URL serving the same HTML to all devices and using just CSS to change how the page is rendered on the device. This is Google’s recommended configuration”. 

Pleasing search engines is all well and good but is Responsive Web Design good from a customer point of view, and when is the right time to make the website investment?

Responsive Web Design scores highly with customers too, although they are unlikely to appreciate the technology term we’re associating with the benefit it delivers to them. There is a strong case from a customer user perspective that a site built using responsive design offers a high quality experience – in the last 6 months there has been a growing weight of evidence announcing amazing conversion rates following the roll-out of a responsive site. 

So Responsive Web Design is increasing traffic, conversions and sales. Back to our question – why wait? 

No doubt, you’re as commercially constrained as many other companies. Budgets are tight and other projects are committed. You can’t simply stop everything and divert all resources towards the launch of a responsive website. So when do you prioritise making the customer experience better for mobile and tablet users?

If yours is a transactional site then it’s the opportunity cost of not investing in your website now which becomes the case to answer. If yours is a non-transactional site then a review of your website analytics is a good starting point. If more than 15% of your customers are already accessing your website from a mobile device, there’s a good case for making Responsive Website Design a 2014 priority.

The content of this article is provided for information purposes only and does not constitute professional or other advice.

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