Before sharing those 7 reasons, let's clarify responsive web design - It is the approach that suggests that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation. As the user switches from their laptop to iPad, the website should automatically switch to accommodate for resolution, image size and scripting abilities. This would eliminate the need for a different design and development phase for each new gadget on the market.
1. Accessibility - A study conducted by Morgan Stanley found that 91% of all smartphone users have their phones within an arm’s reach 24 hours a day, 7 days a week. Think about that. An arm’s reach. Smartphones aren’t just ubiquitous in our society; users have gradually become dependent on the devices. In addition, a Google study, entitled “The Mobile Movement: Understanding Smartphone Users,” found 9 out of 10 smartphone searches result in an action (purchasing, visiting a business, etc.).
2. Branding - CMOs everywhere put tremendous onus on fostering a quality brand. Appearance and appeal can help a business grow. On the other end of the spectrum, negligence to proper branding can devastate a business. As recently as a few years ago, visitors may have given a business a pass if their website appeared fragmented on an alternative platform to a PC. Contemporary websites, however, are held to a different standard. Visitors don’t care if a website looks great on a desktop, but appears disjointed on a smart device – they expect a company’s website to look good on any device. No matter what device a visitor is working off of, a bad website experience speaks volumes about a company. And once damaged, a company’s image is difficult to repair. In the study entitled, “What Users Want Most From Mobile Sites Today,” Google found 72% of consumers expect brands to have a Mobile - Friendly website. In 2013, a company not equipped to match their personal technology is, for lack of a better phrase, behind the times. A poor mobile experience leaves a negative mental footprint. Google reported that 55% of respondents said a frustrating mobile experience hurts their opinion of a brand.
3. Cost - There is no way – absolutely none – to pigeonhole the cost of overhauling a website to take a Responsive Design approach. The truth is that Responsive Design is more expensive, but just how much more is not dependent on any specific driver. Like any web redesign, there are a multiple factors to consider.
4. Future Proof Your Website - If the smart device ascent has taught us anything, it’s that versatility, more than anything else, is coveted by consumers. The convenience of accessing information, downloading the latest pop song, making reservations for dinner, or ordering a new pair of designer sunglasses, is now the standard ... the expectation. In turn, developers incessantly look for new ways to incorporate consolidated functionality into technology. The goal, it appears, is to invent one device that does, well, just about everything. And make no mistake about it, somewhere – who knows, probably in a college dorm room or a cubicle somewhere in Silicon Valley – the next great invention is being created. We don’t know about its aesthetics, its capabilities, its (gulp!) cost, but we do know it’s coming. Responsive Design protects companies against the infiltration of new technology into the marketplace (to a degree, anyway). Think of all the sites that had to be redesigned when 800x600 desktop monitors became outdated; a responsive website will be able to adapt to the iPad mini or a (fictional) super-sized version.
5. Increased visibility - Getting the most out of web properties hinges on the ability to be found. After all, customers cannot purchase what they cannot see. Producing engaging web content can induce readers to share your website amongst friends and associates through social media and email, which ultimately puts eyeballs on your virtual storefront. One of the problems with Native Apps is that the content is not shareable. Content on apps is exclusive to users who have downloaded the app, precluding its virality. Meanwhile, mobile websites provide links that fail to translate to desk- top users without appearing fragmented, hindering web content from being seamlessly shared and spread. Responsive Design uses one website and one URL that works across all technologies, thus eliminating this cross-technology, User Experience (UX) issue. Another critical component in web visibility involves the use of cutting edge Search Engine Optimization (SEO) tactics. Responsive Design not only remedies the sharing issue by utilizing one URL which works across all platforms, but the approach also concurrently improves a website’s search rank.
6. Optimize Mobile Marketing - We’ve already gleaned enough figures to understand mCommerce’s current (and future) impact in the marketplace. To briefly rehash, according to Bank of America, retail revenue in European and U.S. markets from mCommerce is expected to skyrocket to $67.1 billion in 2015. Consider this, according to research from Knotice, a digital marketing firm, 36% of all email opens in early 2012 were opened from a mobile device. Additionally, according to Payvia, a mobile solutions provider, about 22% of purchases on mobile devices are in response to an ad or email.
7. Mobile Devices, Not PC's - According to a study from the Pew Internet - American Life Project, 31% of American adults who have cell phones use their phones for the majority of their Internet access. Additionally, among American adults in the 18-29 demographic who use the Internet on their phones, 45% primarily use the mobile web.
Are we on board now? If not, prepare to lose battle to your competitors.
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