You're Losing Customers Without Responsive Design

By Blue Star Design / 31 Mar 2017

bluestar-design-Responsive Web Design.jpg

A Website That’s Not Mobile-Friendly Can Cost You Customers

If your company’s site still is not optimized for mobile viewing, it should be. Like yesterday.

Responsive design refers to a website’s ability to respond to the screen size of the device used to view it.. It makes it easy for users on all devices to access and enjoy your website to the fullest capacity. Instead of needing to zoom in and out or endlessly scroll, responsive design automatically scales content to the size of the user’s device, making reading, watching, and clicking a breeze.

So, a website that looks like this normally:

Desktop responsive web design.jpg

Looks like this with responsive design:

Responsive Web Design Mobile.jpg

Let's look at one more example. Here's the website on a desktop computer:

Responsive website 2.jpg

And here is the website as it would displat on a mobile phone:















Notice that on the mobile-friendly versions of the sites, the menu is a drop-down on the side, where users can easily click on what they want, versus navigating along the main menu at the top of the desktop. Also notice that photos and typography has been enlarged for easy viewing so that the user no longer has to scroll. 

Mobile is the way of the future:

Here’s the deal: every single day more people are accessing the web through their mobile devices. According to a Smart Insights survey, the average American in 2015 spent 2.8 hours on a mobile device versus 2.4 hours on a laptop. And, more than 20% of users age 18-34 spent their time exclusively on mobile devices. This means email, websites, and social media are all being accessed through mobile apps.

One of the most frustrating things a person surfing the web on their phone can go through is navigating a site that’s not responsive. The gymnastics of zooming in and out of the page is challenging. Scrolling, clicking, and exploring your site all become far more difficult when your site isn’t responsive for phones or tablets. 

Visitors are short on time and quick to leave a site that doesn’t deliver the information or experience they expect. A non-responsive website is the best way to ensure that potential customers using their mobile device will leave.

Responsive design is sexy:

Not going responsive makes your website look cheap and your company, unprofessional. An non-responsive website tells customers that you don’t care about their experience, and that you’re not willing to invest in improving it.  Aside from that, not having a responsive website could thwart your other marketing efforts. For instance, let’s say that you’re doing an amazing job with your social media accounts, and it’s driving lots of people to your website. Most people use mobile devices to access social media, which means that your awesome account is sending them to an out-of-date website. Chances are, that’s where the interaction ends, because that’s where the exceptional user experience ends.

Your rank is at risk:

Your website’s SEO might be impacted when you don’t go responsive. Google algorithms have changed so that when your website isn’t responsive and isn’t fast, it gets penalized in rankings. This makes sense for Google as a company: Google wants its users to have the greatest experience possible while using their search engine. They want to provide the best information as conveniently as possible. Why would they put a nonresponsive website on the first page of results if they know it’s inconvenient and outdated?

Bottom line: your website needs to be responsive. Whether you own an ecommerce platform specializing in hand tools or a lifestyle blog, if you want visitors then you need a responsive design. Now more than ever, the future is mobile, and you need to stay up-to-date.

So, what can you do?

It’s clear that your website needs to be responsive. But how do you get there? Well, the good news is that being responsive might be worked into your platform already. If your site is on Wordpress, for example, there are many different plugins you can use to make your website responsive. Content Management Systems like HubSpot offer built-in responsive functionality. A skilled web developer can help make custom adjustments as needed.

If your site lives on a platform that doesn’t offer built-in responsive functionality, you can contact your support representative to discuss how to make your website responsive. If you plan on redesigning your entire website, work with a web developer who can build a fully-responsive site.

The jist:

The moral of the story is that mobile phone and tablet use isn’t going away anytime soon. In order to stay up-to-date and relevant to your audience, you must have a responsive website. You can do this through a plugin, a redesign, or by talking with your web developer.

What are some of your favorite responsive designs? Have you seen any unique ones? Comment below with your thoughts!

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