Responsive web design is the technique of developing web sites that can adapt and provide optimal visitor experience on a multitude of devices and screen sizes. Whether a web site is viewed on a mobile phone, a tablet or a large HD monitor the user should be able to easily access navigation, move through a site and be able to read the content. Mobile-Friendly sites may offer the ability for a web user to see content but typically the user will have to scroll or enlarge the body of the site in areas to read the smaller text. Responsive design adjusts page factors such as font size, image size and the structure of the content so that each item on the page can be viewed.
Since Google’s Mobile Friendly update, it has become even more imperative that a business adhere to Google’s design recommendations in order to be mobile compliant. With a continually increasing flow of traffic originating from mobile devices a business must pay attention to their web sites compatibility.
The percentage of visitors to a web site from mobile devices is, of course, industry and site specific. B2B sites still have a large amount of PC and laptop traffic as most office settings use a PC. B2C data shows a 50/50 relationship between desktop and mobile visitor traffic. The nature of some businesses demand a much higher mobile use than others. Restaurants, stores and local destinations that typically involve spur of the moment decisions have large mobile traffic usage. While driving a person might say, “I am hungry… where is the nearest Sonic’ and do a quick search? Location searches return large numbers from mobile users. One of our clients runs a web site geared toward a teenage audience. The percentage of traffic derived from mobile phone use is typically between 78% – 83%. Demographics play a huge role in the number of users visiting from hand held devices.
The major benefit of responsive and custom web design is a better user experience. Navigation is easy to use on all viewing devices. Buttons and links are designed with ample white space so that they can easily be clicked on through mobile devices. If information is inaccessible, then visitors will be lost.
User expectations for web site functionality and visual appearance are becoming increasing higher on a daily basis. Even with the best content and web marketing users have a high expectation for speed and performance. There is an expectation that certain elements will be easy to find, easy to use and function at a high level.
With close to 50% of traffic originating from mobile devices, traffic generation through hand held devices needs to be a large portion of any marketing campaign. For sites that do not pass the Google Mobile Test there are serious ramifications. If a web site is not mobile compliant it will be listed below all sites that do pass the mobile test in an online search. This does not change the listings you see from your PC as of yet but clearly a loss in an online search result reduces traffic. Mobile friendly sites also get a tag next to them signifying that they are mobile friendly which will entice mobile users to click.
2 The Top Marketing uses responsive design to construct all of the web sites that we build. It is just one critical aspect within a larger scale marketing campaign.