Every month more than 100,000 people visit Econsultancy using a mobile device, but we're yet to launch a responsive site. This isn’t because we don’t want to make the user experience better for mobile and tablet users. It’s simply that we’ve had to prioritise other things, and tech resources are limited.
It’s pretty straightforward to make a business case for mobile-friendly design if you have a transactional but non-responsive website: simply look at your conversion rates by device. They’ll probably be fairly woeful for tablets, and even worse for mobiles (certainly if ours are anything to go by). Add a dollop of simple maths and you’ll have some idea of the opportunity cost of not making the customer experience better for mobile and tablet users.
I first made the case for mobile about three years ago, when about 5% of people used a smartphone to access our website. That wasn’t enough to make it a high priority, but by the end of this year around 20% of visitors will be browsing via a mobile device. That changes things considerably, and more so as our visitor numbers continue to grow.
In our case I reckon we’re missing out on six figures worth of annual revenue, and as such we’re busy working away behind the scenes on a number of initiatives, including a fully responsive website.
I have yet to hear about a decline in conversion rates following the roll-out of a responsive site. In fact, I only ever hear amazing things.
So, if you're making a business case and need some examples then here are a bunch of companies that have benefited from significant uplift in the key metrics following the implementation of responsive design.
You’re probably growing tired of the phrase ‘responsive design’, but it isn’t one of those overly-hyped buzz phrases that you can ignore, and it’s not going to go away anytime soon.
The reality is that many sites – ours included – still need to figure out how to deliver a consistent user experience that adapts to devices with different screen sizes.
So, I thought I’d compile a few resources, and some lovely tools, to help you (and me) to go down the responsive design route.
We are being asked more and more by our clients to provide support as they move towards responsive design. In particular our retail clients are aiming to deliver ‘best in class’ responsive ecommerce experiences for their visitors.
Couple this with them being committed to an optimisation strategy, and we are extremely excited about the potential to improve their online performance.
But the challenge is, with so few larger retailers with large product catalogues already having moved to a responsive design (and this doesn’t mean the ones that have are necessarily doing it well) where can inspiration be gained to deliver a best in class experience?
Enter stage left Nixon, which starts its about page text with ‘We make the little shit better’.
Responsive design has proven to be one of the key digital trends of 2013 and is certainly one of the most popular topics on the Econsultancy blog.
The potential benefits of going responsive are obvious and we’ve previously highlighted several examples of ecommerce brands that have seen immediate rewards from adopting the technology.
However it does also need to be noted that building a responsive design requires a great deal of investment and isn’t necessarily the perfect solution for all site owners, particularly when you take into account the problems it causes with advertisers.
Nonetheless, there has been a steady trickle of brands launching new responsive sits in the past few months so I thought it would be useful to compile a list of 10 notable examples.
Responsive design is just one of a number of options available for businesses currently devising a mobile strategy, however it is seen by many to be the only sensible long-term option.
For the uninitiated, responsive design allows websites to work from a single set of code that resizes itself to fit whatever screen a particular visitor is using, thereby negating the need for a separate mobile site.
We previously investigated the benefits of the technology in our posts looking at why Google loves responsive design and this roundup of 10 brilliant examples of responsive design in ecommerce.
But as with any new technology there are also potential downsides that businesses need to consider.