5 Ways Responsive Web Design Can Improve Conversions

This just in: mobile users are action-takers. According to a survey by iAcquire, 70% of mobile searches lead to action on websites within 60 minutes – that is, as long as your website is mobile-friendly.

If not, 40% of the people who look at your website will choose another result.

With the ongoing prevalence of mobile showing no signs of stopping, it’s critical that your business website incorporates a responsive design to bring in new customers and keep existing ones. Please see this blog for more information on what responsive web design is. We had also previously explored responsive vs. adaptive web design, but over the last several years we’ve shifted to endorsing responsive.

Here are 5 fast facts about how responsive design can improve your conversions (and your bottom line):

Responsive Web Design Preserves Essential Page Elements

Responsive design ensures that users on multiple devices with different screen sizes will still see the most important aspects of your site.  When mobile visitors can find the information they need quickly, they are more likely to remain on your website and convert.

Web Design Tip: When we plan your responsive web redesign, we will work with you to prioritize the most important content to make sure it displays first on smaller screen sizes.

Responsive Web Design Retains an Appealing Layout

The goal of the visual aspect of web design is to lead each visitor on a natural progression through the content to your chosen conversion goal. Websites that are not properly optimized for smaller screens are often visually cluttered, or too small for mobile users to read.

When this happens, users who don’t immediately abandon the website are instead forced to zoom in to various areas of the site, breaking the visual journey and drastically reducing any conversions you may obtain.

By contrast, using a responsive web design ensures that the layout is appropriate to the screen size, which in turn allows you to plan and execute an effective visual experience for your mobile visitors.

Responsive Web Design Makes It Easy for Mobile Users to Engage

Related to the above point on visual appeal, a well-designed responsive website also makes it easier for your mobile visitors to take the desired action on your site. For example:

  • Images (such as those used for product display) will be sized for best appearance
  • Buttons will be large enough to be tapped without overcrowding the screen
  • Form fields will be simple to navigate, and the form itself will be simple to submit

In short, a properly coded responsive website will boost lead generation and mobile sales.

Responsive Design Enhances Cross-Screen Experiences

Mobile users do not exist in a vacuum. These same people are likely to visit your site on their desktops and laptops as well, especially if they are already your customers.

When the mobile site experience is congruent with what visitors are used to in the desktop environment, it makes it easier for users to find what they are looking for, which improves user experience, boosts engagement and drives more leads and sales.

Responsive Web Design Meets Customer Expectations

Responsive design allows visitors to accomplish tasks and get relevant information without having to struggle to view your website. From a user perspective alone, the need for a responsive website design is clear as without it, customers will turn to other sites that allow them to complete whatever tasks they need to perform.

The bottom line is this: Customers expect to be able to view your website on every internet-capable device they own. Any website that isn’t responsive runs the risk of losing both potential and existing customers to the competition.

Your turn: What are some ways responsive design has helped your online business?

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