Responsive websites: are you in the 10% or 90%?
With predictions that mobile internet use will overtake desktop internet usage by 2014, it seems like the right time to think seriously about a “responsive” website for your business.
Of course the statistics vary according to whose reports you read. But a 2013 report from Adobe says that 20% of web browsing in the UK is now via smartphone or tablet. And it’s set to grow.
So what’s responsive?
Responsive web design is an approach that allows easy reading and navigation of a website on any device – whether you’re viewing it on a full size PC monitor, a laptop, or a mobile device like a tablet PC or smart phone.
A responsive website has the ability to “respond” instantly, sensing a different size of screen to give the user the best experience.
It’s important because in our instant world people are (generally) short of time, impatient and demanding of instant results. So anything that can help deliver the information they need faster, engage them quickly and retain their interest is no longer just a sensible option. It’s a vital competitive tool.
But the implications for brands go further than just ‘delivering information’.
It’s also about long term brand perception and value.
It’s no longer good enough for your website to look good only on a PC. In these everything everywhere times, your website must look good and deliver on any platform.
So if consistency is key to brand value, the consistency of your website experience across platforms affects perceptions of your brand and its value. According to Marketing Charts, 46% of mobile users complain of the difficulty they have interacting with websites via their mobile device, and 44% complain about ease of navigation. A responsive website design can therefore improve the perception and the value of your brand.
But will a responsive website increase sales?
According to Google, 67% of mobile internet users are more likely to buy from a mobile-friendly site, with 61% saying they are likely to leave a mobile-unfriendly site straight away and look elsewhere. So by strong implication, a responsive website can improve your sales.
Finally, the need for responsive websites isn’t going away any time soon. With an iphone sold for every baby born, mobile internet usage is here to stay.
Currently in the UK, fewer than 10% of companies have a mobile-friendly web presence. That leaves a huge majority of UK businesses simply not catering for users with mobile devices.
Where do you sit?
If you’re in the 90% list, give us a call about making your website responsive and start engaging those web visitors you may be losing.
