As a marketer, you need to ensure that your audience must be able to seamlessly experience and navigate your online shop or website on any device of their choice. As the time progress, more and more users will be using multiple devices to access web, depending on where they might be.
A common trend that has been reported by many research companies is that consumers are researching while they are at home and office and later when they are traveling in a bus, taxi or train they utilize that time to make the purchase on their mobile devices. So the question is, how exactly can you ensure that you provide them the best possible experience across devices? You don’t want to end up creating multiple code bases as that will make it a hell to manage. In such a scenario Responsive Design comes to your rescue.
So what exactly is Responsive Design? Responsive web design is a web design approach aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices. The technique uses media queries that allow the page to use different CSS style rules based on characteristics of the device the site is being displayed on, most commonly the width of the browser.
Let’s now summarize some of the benefits that Responsive Design provides.
- Look equally good on mobile devices – Responsive web design allows you to retain the experience that your audience is used to when they visit you on the bigger screens.
- Less Maintenance – You are essentially managing a single code base hence less time and effort is required.
- Better usability – By creating a website that responds equally well on any device a consumer is using, you increase your chances multifold to close a sale. It also builds trust and loyalty by reinforcing the fact that as a business you have tried to ensure a pleasant experience for your customers that in turn send a message that you care about them. Trust me, which is exactly what a customer is looking for most of the times.
- Content focused – This technology makes you immune to the launches of newer devices as the premise behind this technology is content and not devices. Your website will beautifully adapt to any new device that might come to the market. Isn’t it amazing?
- Improved Performance – Typically a responsive design when opened on a mobile will not take into account the objects that can’t be rendered properly or are slow to open on mobile. The components like AJAX, flash etc. are not considered while displaying the information on the mobile. That leads to a faster website on mobile devices.
- Better SEO friendliness – Responsive designs offer a great SEO value. Since there is only a single code base, you do not have to worry about duplicate content, duplicate links, link redirections. All these issues can become nightmares for your SEO managers. Google and Bing both consider responsive design as an added feature, which can lead to a better search engine ranking.
You can view a few links below as case studies
Author is the CEO of a leading Web Design and Internet Marketing Company