The Future of the Web: Responsive Design



By: Melissa Krause, Research & Strategic Planning Intern 

In anticipation of our upcoming Responsive Design Speaker Series on May 7th in San Diego and May 9th in Denver, we wanted share some interesting thought starters from a Bridge Line Digital eBook about the future of responsive design. With 90% of consumers screen hopping between different devices, a website that functions seamlessly across all platforms is quickly becoming a necessity. Responsive design allows web designers and developers to maintain a single website that optimizes content across all devices. This unified approach to content management simplifies and enhances the web experience for both the developers and the consumers. Here are 7 reasons why responsive design is the future of web experience:
#1: Accessibility Reach your customers anytime, anywhere. Smartphones have moved beyond ubiquity as users have become culturally dependent on their mobile devices. With 91% of users keeping their phone within arm’s reach 24 hours a day, 7 days a week, there is no such thing as a wasted moment for marketers. Each promotion and campaign is a non-stop opportunity to reach consumers.
#2: Branding Responsive design helps build your brand, not hurt it. Having an effective mobile site is a key component in building strong brand image and attracting new customers. Consumers expect a company’s website to be mobile-friendly and 55% of consumers say that a frustrating mobile experience hurts their opinion of the brand. Responsive design optimizes mobile content to avoid damaging brand perceptions.
#3 Cost Avoid unforeseeable overhead costs & gain opportunity costs. Although responsive design is primarily more expensive, the site only needs to be built once to function across all platforms- you don’t need to build a separate web version, mobile version, and tablet version all requiring additional capital. With 67% of consumers more likely to make a purchase on a mobile-optimized website, the gained opportunity costs from responsive design make it a worthwhile investment.
#4 Future Proof Your Website Protect your web properties. With new technology emerging every year, adapting to technological market changes can be challenging. Responsive design protects companies against the intrusion of new technology by offering a seamless website experience on any device, thus eliminating any future product-compatibility dilemmas.
#5 Increased Visibility Empower your content. Users cannot share what they cannot see. Many mobile websites provide links that fail to translate to desktop users without appearing fragmented, hindering sharing capabilities. Responsive design uses one URL for all devices which eliminates issues of cross-technology sharing. Using a single URL improves Google search ranks, decreases website loading time, and even reduces redirection errors.
#6: Optimize Mobile Marketing Responsive websites and email play nice together. Email marketing remains a very effective method in which to reach consumers, especially with the growing number of emails opened on mobile devices. To continue making the mobile email relationship more profitable, companies need website optimization across all touch points. Customers who access your website through an engaging email will be greatly disappointed if the mobile website lacks user functionality.
#7: Mobile Devices, NOT PCs… Are becoming the primary surfing tool. In 2013, the number of mobile devices in the world will outnumber PCs. With more and more consumers using their smartphone to browse the internet, companies need align their digital strategy with the growing trend of mobile as the main browser.  

Want to learn more about Responsive Design? Be sure to attend our Speaker Series on May 7th in San Diego and May 9th in Denver.    

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