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April 03, 2014
Making the Case for a Responsive Site

Making the Case for a Responsive Site

It's pretty much safe to say, that by now, most people know how much mobile and tablet use is skyrocketing. So much so, that it seems just about everyday, there's some crazy new statistic showing the amount of mobile and tablet devices accessing the web has increased more than was ever imaginable.

But these stats and findings should prove to show just how important it is that you cater to all audiences, aka devices. People aren't just surfing on their desktop anymore, In some cases, even a majority of cases, mobile and tablet usage has surpassed desktop. If you're site isn't responsive or easily accessible by phone or tablet, this should raise a red-flag for you. (We know, We know…go ahead and give us a hard time for not having a responsive site. We're looking for some downtime to get it going! We promise.)

Back in the day (and by back in the day, I mean just a few short years ago) responsive websites were just starting to pop up, and there was still a lot of things not known about how to best code them or if was even worth it. Fast forward to today, and responsive design has pretty much taken over. Companies large and small have done away with separate sites for mobile devices, and have just one responsive site that works across all devices.

So What's the Big Deal?

Well for starters, having a separate mobile site means you have two websites to manage instead of one. And in the case of mobile sites, the content on the mobile site is usually drastically different than the content on your desktop site. This leaves users frustrated when they access your mobile site and can't find the content they're looking for. Having one site to manage that shows the same content across all devices is going to help your users better familiarize them with your website and cause less frustration on their end, and not to mention, yours as well.

Responsive Sites Are Even Recommended By Google

Responsive sites have taken off so much that Google even recommends making your site responsive over having a separate mobile site. Responsive websites come up higher in search engine rankings, make it easier for Google to find content, and for their algorithms to properly index your website.

So not only are you making your site easier to access, but your helping improve your SEO ranking as well!

Still Not Convinced? Check Out Your Own Traffic & Conversion Rates

If you have a transactional site and still aren't convinced that moving over to responsive site is the right option for you or just don't think it's worth your time and money, just check out your conversion rates by device. You'll probably see that your conversion rates on phones and tablets are pretty low. Look at your desktops visits and conversion rates to that of mobile/tablet visits and conversion rates, and you'll get a better idea of what you're missing out on.

If you're site isn't easy for a user to easily check out or click through, 9 out of 10 times they're not going to purchase anything or inquiry. Check out some of the conversion rates of brands that have moved over to responsive sites.

State Farm:
Conversion rate increase of 56% across all devices

Baines & Erst
51% conversion mobile conversion rate

Career Builder:
Responsive email design led to a 20% increase in click through rates

Things to Consider

Keep in mind that having a responsive site isn't some magical formula that's going to increase your conversion rates, simply because your site is now responsive. What it does, is allow for ease of use, which is one of the primary driving factors in driving conversion and click through rates…The easier your site is for users to use, the more likely you are to see higher conversion rates.

It's important to take a good look at where your traffic is coming from and seeing whether or not your conversion rates are where you'd like them to be. It can be a long process of research and convincing your company that this is the right step to take, but the results can pay off 10 fold. And if what's been happening since the release of the first iPhone is any indication of where the web is heading…it's heading towards responsive sites with an increase in mobile and tablet devices surpassing desktop usage.

If you're interested in turning your website into a responsive site, would just like some more information on how it works or whether it's right for you, contact us or give us a call for free consultation.

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