Responsive Design – Why is it essential for Mobile Users?
Responsive websites should have become an integral part of any successful digital marketing strategy over the last few years. In this post, I want to bring to your attention just one change in the way in which the lifestyle of the people of London has changed in the last 12 months that has resulted in it being even more essential for your website to be responsive.
you can’t help but feel that it is only a matter of time before the service will be available across 100% of the underground network.
Let’s face it, as the weather is beginning to get warmer, we’re all waking up and thinking “great another crowded train. At least we have our smartphones to keep us entertained.” I personally know several people whose commute into London takes anywhere up to two hours. They hop from tube after tube mindlessly waiting to get to their place of work.
EE, Virgin mobile, Vodafone, and o2 all offer (or are soon to be offering) free WiFi on the underground. Only Three mobile customers are missing out as it stands. They can however, access this service by paying to connect via Virgin Mobiles connection.
Have the mobile companies that are now offering free WiFi addressed this boredom? Simply put, no… Not yet anyway. All of the participating networks have had large numbers of reports of connection drop outs between each station. However, you can’t help but feel that it is only a matter of time before the service will be available across 100% of the underground network.
Great! So, you get access to the internet in places that were otherwise inaccessible before now. What does that really mean?
Can you get it on your laptop? Yes but who really wants to stand (or sit if you’re very lucky) on a crowded, hot underground train attempting to balance their laptop in one hand, whilst trying to efficiently browse their files, documents and internet? Though it can be done, it’s not easy and certainly not efficient.
So what about Smartphone’s and Tablets? This for me is where the mobile operators intended their WiFi to be used. With no additional adapters needed, simply connect and you’re away on your weapon of choice that is easy to use with one or both hands… even in a crowded underground train.
So why does this mean that we should now be pushing forward with responsive websites? Regardless of whether you’re a developer, designer or head of marketing at a company looking to have their website updated, redeveloped or rebranded, it is essential that you understand the importance of responsive design. Simply put, that importance is –‘ Reach’. By this I do not necessarily mean you wouldn’t be able to reach those people with a standard website designed purely for desktop or laptop computer. What I mean is by having a responsive site, you’ll be converting the ever expanding reach to customers.
Regardless of whether you’re a developer, designer or head of marketing at a company looking to have their website updated, redeveloped or rebranded, it is essential that you understand the importance of responsive design.
Have you ever brought a member of the public in to your office and sat them down in a room behind a one way mirrored glass window? Have you then given them a Smartphone with your non responsive website pre-loaded that has been designed solely for a conventional computer and watch them attempt to complete a series of common goals and tasks?
I’ll be honest, I have, and sometimes it can be painful and even embarrassing to watch.
My theory is both simple and logical. The more a user has to do in order to achieve the goal that you want them to carry out, the less likely they are to complete that goal. That includes silly little things like having to zoom in and out in order to make sure that they are clicking on the correct link.
That is not to say you’re never going to convert people on a mobile device from a non responsive website, but the question is, how many more could you be converting? A Huge 61% of users suggest if they do not see what they are looking for right away on a website they will leave. By default a mobiles browser will load the page fully zoomed out making it very difficult to read any text or at times, see any images. An even bigger 67% say they are more likely to buy from a mobile responsive site as reported by Google in Sept 2012.
This presents a big problem, true, but more importantly it also provides a huge opportunity for those without a mobile responsive website. The truth of the matter is if you’re website is not responsive you will be loosing even your most loyal customers to your competitors that have made it easier for their users to complete their required goal.
Be the first out of your local, national and international competitors to embrace mobile responsiveness whole heatedly. You will not only achieve higher visitor rates, but you will push those visitors into becoming customers by giving them a friendly, usable intuitive and most importantly, responsive interface to work with regardless of the mobile, tablet or computer they are using.
At Nova Digital Media we strive to produce websites that are not only functionally perfect, but visually fantastic across all devices. If you want to see what we can do for you feel free to contact us between 09.30am – 17.30pm Mon – Fri on 08459007770 or drop us an email on email@example.com