If the internet has revolutionized the way that we access information, then smartphones have revolutionized the way that we access the internet. In the early 2000’s, the idea that the bulky black and white item in your pocket would be able to watch videos or browse the web in just 15 years’ time, would have appeared ludicrous. Yet, fast forward to the present day and mobile phones seem destined to become most people’s primary way of accessing the web. According to ‘Statista’ – mobile views accounted for 49.73% of all web pages views in February 2017, a number that is only expected to grow[i]. While, the total number of smartphone users globally is also expected to increase to a massive 2.87 billion[ii]. Any company that wants to be successful in this brave new world must have a website that scores well for mobile responsiveness – or risk not appealing to close to 50% of the internet’s users. At Indy Web Designers, we take a holistic approach to website design, seeking to help businesses make informed decisions about what is best for them – here are some of the reasons why, having a more responsive website, might really help you reach the next level. 

 

What is Mobile Responsiveness?

Mobile Responsiveness is a term that was originally coined by a web designer called Ethan Marcotte and essentially refers to how responsive a webpage is to its environment[iii]. This means that the more responsive your website’s design is, the better it will be displayed on screens that vary in size. Thus, responsive web design will not only make your website more attractive on a mobile phone but should also make your website more attractive on large screens, tablets and pretty much anything else. Clearly, this is desirable for companies operating in a world where close to half the web’s users are accessing the internet via a mobile device, however, research shows that there are a plethora of other reasons why mobile responsiveness should be at the forefront of every organization’s thoughts. 

The online experience 

Organizations who operate online, often fail to recognize that humans are creatures of habit – we generally act the same way virtually as we do in the physical world. Imagine you walked into a store to buy something and discovered that you had to visit three different checkouts to pay for it – unless you really wanted that item, then you would probably go somewhere else. Then, to make things worse, the imaginary store, was set up in a way where it was difficult to find what you wanted, and the staff were rude and unhelpful. It doesn’t take a business savant to work out that the imaginary store wouldn’t be especially successful. However, many companies offer similar experiences to this online – forcing users to enter pages and pages of information before they can complete a purchase and having a website that is awkward and difficult to navigate. Just as a physical store loses customers if a purchase is complicated, so too does a virtual one. This is borne out by the statistics, which suggest that nearly 30% of customers will abandon an online purchase if the process is too complicated or the website is not responsive[iv]. It is imperative for any company that does business online to make their webpage as responsive and easy to use as possible and companies with the best websites definitely do better.  

Judge a book by its cover 

 We are often told that we shouldn’t judge a book by its cover and in human interactions this is unquestionably true, however, on the web things are different and almost every user will judge your business on the basis of the way your website looks and how easy it is to use. Appearance matters, and your website is an extension of your image – if it is difficult to use an unresponsive then consumers will presume that your business is difficult to deal with. A recent survey demonstrated exactly this – with a whopping 57% of consumers reporting that they wouldn’t recommend a business if its webpage was not responsive[v].  

Kill two birds with one stone

 

Businesses spend a lot of money on SEO and being in the top page of the Google rankings is considered to be a massive indicator of success. Usually, SEO relates to things like keywords and backlinking, however, Google also ranks sites according to their quality and accessibility. Thus, by improving your website’s responsiveness you may also improve in the Google rankings. For many website owners, this will be a better investment than pure SEO, because it will improve the user experience and generate more traffic – killing two metaphorical birds with one stone.

 

The benefits of having a more responsive website are clear

 

For better or for worse, an organization’s website is now a very important part of its image – prospective customers, clients or partners will all make a multitude of judgements about you by how your website looks and how easy it is to use. 50% of all website views now come via mobile devices, meaning that a website that is not responsive could potentially alienate half of the world’s population. No organization can risk doing that, meaning that pretty much everyone has to take mobile responsiveness into account. At Indy Web Designers we want to help organizations understand the internet better – contact a member of our friendly team for some no strings attached advice on how we can help improve your website.

 

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[i] https://www.statista.com/statistics/284202/mobile-phone-internet-user-penetration-worldwide/

[ii] https://www.statista.com/statistics/284202/mobile-phone-internet-user-penetration-worldwide/

[iii] Ethan Marcotte, ‘Responsive Web Design’, https://www.reprosol.be/sites/reprosol.beta.the-aim.be/files/responsive-webdesign(ethan-marcotte).pdf 

[iv] http://cdn2.hubspot.net/hubfs/53/00-OFFERS-HIDDEN/How_to_Avoid_the_15_Most_Common_Reasons_for_Shopping_Cart_Abandonment-Ecommerce.pdf?t=1478676299165&__hstc=20629287.fff71273d961dba1de5e888958a1ddad.1478679467732.1478679467732.1478679467732.1&__hssc=20629287.13.1478679467732&__hsfp=2350983302

[v] https://www.telligence.com.au/mobileresponsive