If what scientists are saying about human adaptive evolution is true – that it’s accelerating – then perhaps the future of homosapien development means that people will be born with downward-bent necks due to our prolific use of mobile devices.
Okay, so maybe that’s a bit out there, but fading fast are the days of folks accessing the Internet predominantly from their desktop computers. Since 2014, the number of mobile-only Internet users in the U.S. has grown from 24.6 to 37.3 percent. That rate is expected to grow to 42 percent, or 279 million, by 2020.
Websites can no longer survive with design that does not fit consumers wherever they are – literally. Coined “responsive design” by Ethan Marcotte back in 2010, the ability for one website to quickly and automatically adapt to whatever device one is using (whether desktop/laptop, phone, tablet, watch) is paramount to successful online customer experiences.
Before the development of responsive design moved into the mainstream, mobile users had to pinch, scroll, swipe, pan, zoom, and all but jump through hoops to get the information they wanted from websites that weren’t built to respond to their online environment. They became frustrated and quickly moved on.
To mitigate the problem, web designers created mobile templates, whereby a second website or subdomain was built in addition to the primary site to respond to mobile use. But, given the new generations of devices cropping up all the time, the time and cost involved in creating separate templates for each would be astronomical, and the effort impractical.
Responsive design is coded such that one website adapts seamlessly and expediently to all screen sizes, resolutions and platforms. The benefits of responsive design are many, and websites without it are undeniably suffering:
- Positive user experience – If visitors to your site can easily and quickly find what they’re looking for, they’re going to stay longer and engage more. Bounce rates will dramatically decrease.
- Competitive Edge – The absence of responsive design is glaringly apparent to anyone visiting your site. Implementing responsive design gives you an immense and immediate advantage over the competition.
- Increased social involvement – Nearly 80 percent of social media engagement happens on a mobile device. If your site is not easily seen or navigable from all platforms, audiences will be much less able to share and engage in the viral ways that are vital to your brand.
- Better conversions – A responsive website smoothly facilitates the actions you wish your visitors to take, whether it is to read a blog, respond to a CTA, make a comment…all the things that foster engagement with your brand and, ultimately, satisfy your ROI.
- Better SEO – Search engines rank websites with responsive design higher than those without. Responsive design is perceived as more relevant and more able to give searchers precisely what they’re looking for, whatever their online environment.
- Better branding – Because responsive design draws from one main website, as opposed to several templates or subdomains, displays across all devices are unified in look, style and brand identity.
- Speedier loads – Google PageSpeed standards recommend that pages designed for mobile users load in under two seconds. A website without responsive design rarely loads in a mobile environment in this amount of time. Waiting too long for a page to load often causes consumers to leave a site.
- Lower costs – Creating multiple templates and subdomains for all the many devices on the market costs time and money. Responsive design professionals can program one website to adapt to several platforms, resulting in considerable savings.
- Sustainability – Technically speaking, responsive design is based on screen size, not device. This has significant ramifications for the future, including the Internet of Things, because whether one’s field of view occupies an inch of space or a whole square block, your website will still look properly proportioned and attractive.
If your website is dying in the Digital Age, revitalize it with truly responsive design. Let our team of experts show you all that responsive design can do for your website, and your business as a whole.
Does your website have responsive design? Let us know how we can help improve or implement this technology on your company’s site.
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