April 22, 2016
Responsive Design: The Key To Success In 2016
As a small business owner, you have likely heard the term responsive web design more and more frequently as of late. What’s with the hype? Why are so many businesses putting forth so much effort to ensure the responsive design of their website? In lamest terms, responsive design is quickly becoming the best way to get in touch with your target audience.
RESPONSIVE DESIGN TO REACH YOUR CUSTOMERS
In 2007, the year the first iPhone was debuted, only an estimated 25% of users were accessing the web via mobile. That number has since skyrocketed, with the number of users accessing the responsive design of your site eclipsing conventional desktop users in 2014. Household numbers of tablets and smartphones are increasing by the second. Users are becoming less and less likely to access your website via conventional means. In 2015 surveys found users to be spending 2.8 hours per day accessing the web via mobile1.
We are quickly becoming, if we haven’t already, a society eternally plugged in. Responsive design enables your customers to find you when it’s most convenient. When is the last time you left the house without your smartphone? Did you just check your pocket? Don’t worry, your phone is in your hand. Now, how many times have you left home recently without your wallet or purse? Your smartphone may in fact be the most important asset you own.
NO MOBILE, NO SEO
Google and other search engines are getting even better at what they do. Their advanced algorithms are now able to decipher nearly every aspect of your business. Who your friends are, your interests, and where you are 24/7.
The web is incredibly competitive. Google recently announced they give increased preference to websites with a mobile responsive design. Choosing to avoid the responsive design aspect of web development means your customers won’t find you in the search engines.
RESPONSIVE DESIGN = CONVERSION
Users are 61% more likely to contact a business with a mobile responsive design. 83% of your customers expect to be able to find you and the information they need with a mobile search. Successful marketing agencies understand this little factoid, and will seriously emphasize responsive design’s importance.
The age of technology has brought with it the expectation of instant gratification. Customers expect to be able to find business hours, location, products and services, and testimonials all within your mobile responsive design. Customers no longer have the patience to sift through the desktop version of your site to find information-they will be taking their business to the competitor down the street, whom they can find with the click of a button.2
WHO STANDS TO BENEFIT THE MOST FROM RESPONSIVE DESIGN?
Any business who wants to connect with their customers on the go. However, there are a few that stand to see a more significant impact than others. 58% of mobile users having searched for a restaurant or café in the last month. Restaurants significantly benefit from mobile responsive design . 32% of users state they have searched for a local specialty shop, and doctors and dentists are being searched on mobile by 27% of their local market.
Anyone who travels knows how much they rely on their peers reviews when searching for a nice restaurant in an unfamiliar location. After a delicious meal, little bobby decided he wanted a third piece of cheesecake for dessert, and now he has a toothache. Potential customers on the go are much more convertible audience because of their increased need for services at the time of search. Mobile users are searching on a smaller screen because they are in need of an immediate solution, and with responsive design you could find yourself getting their business.
RESPONSIVE DESIGN FOR ROBO SHOPPERS
ROBO Shopping, or researching online, buying offline, is an increasing trend as of 2015. Customers no longer have to leave the warmth and comfort of their homes to do their shopping. They don’t have to bounce between three different stores trying to find the best bang for their buck- all the information they could ever desire can be found at their fingertips.
ROBO shopping isn’t limited to the home. 71% of mobile users engage in an activity we like to call shopception, or shopping on their smartphones while they’re shopping. Your customers are constantly price-checking and sifting through peer reviews to make sure they’re making wise purchase decisions. In fact, a large portion of your customers have already made up their minds before they have even set foot in the store.3
RESPONSIVE DESIGN FOR YOUR SUCCESS
There are many different metrics and factors to be considered when trying to deduce how friendly you are on mobile. Bounce rates, dwell time, depth of search, conversion rates, and volume of search can all be excellent indicators of the effectiveness of your responsive design.
Load times are extremely important to responsive design. Mobile customers are searching away from home, and searching for you with a 4G connection. Earlier we discussed the lack of patience we are quickly developing. If your web developer hasn’t taken steps to minimize the download size of your responsive design, you’re at risk of losing a now discouraged customer. The days of waiting have long passed us by.
There was a time prior to responsive design that we all experienced desktop sites on mobile. In trying to compress all of the content and other information on screen, we ended up with a jumbled mess, microscopic fonts, and our fat thumbs never clicked on that link. Your responsive design needs to be clean and easily understandable on a 4.5 inch device. Simplify, and don’t burden your customer with the task of combing through all of the clutter.
Clear Calls To Action
Responsive design shows how to get from point a to point b. Display the most important and relevant information in your responsive design prominently. If you’re a restaurant, have a beautiful showcase for your menu. Showcasing your finest dishes makes your users salivate. Provide quick links for directions, your phone number, and business hours.
If you have a loyal customer base who is willing to give you top notch reviews, make sure they are able to share their praise. Responsive design with a legible interface with a logical trail map for mobile users to trek down will result in a happier customer. Not to mention a much fatter wallet. Don’t make your customers think!
Google’s smart, really smart! With responsive design, you have ability to track the location of potential customers. This is one of the rare instances you are able to target your customers directly and accurately, informing them of the services and products you offer. Local search on mobile accounts for over 50% of small business’s acquisitions. The easier you make it for Google to understand your business, the more efficiently they are able to put it in the hands of your customer.
RESPONSIVE DESIGN BEFORE IT’S TO LATE
The web is ever adapting and mobile is gaining speed. Remember, 61% of customers want to connect with you, they just need the means! Don’t neglect the importance of responsive design before it’s too late. Send us a message to see if your website is maximizing it’s reach to mobile users. Like us on Facebook to stay informed about successful digital marketing tactics.