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Responsive Design - Time To Unify

Written by Tyson Graham on Tuesday 24th September 2013

One in four of ever visits on leading eCommerce sites stems from a tablet or smartphone. This represents a 138% annual increase. Armed with tablets and smartphones, your customers are roaming your digital real estate, and they expect a unified and optimized brand experience.

The key take away here is, your customers are using tablets and smartphones to experience your brand's digital reality, they expect a unified and optimized experience across all of their devices, and above all...

Responsive Design - Time To Unify

Brands that fail to pay attention to this unprecedented change in browsing behavior are in danger of inadvertently sending a message that they don't care about their customers.

What happens if you don't optimize your design by going responsive?

If you do NOT optimize your design across devices by way of responsive design, your customer experience deteriorates dramatically. Plain and simple, you get higher bounce rates, fewer conversions, and a multitude of consumers who share their negative experiences and take their business to a competitor.

What return can you expect on your responsive design investment?

If you DO invest in a responsive redesign for your online user experiences, you will immediately improve your user experience, increase speed and performance and increase conversion rates

Now, simply getting a responsive design in place is the beginning. To maximize your results on your responsive design, you must employ a strategy that delivers contextually appropriate content across each digital touch point.

By going through the remainder of this report you will learn.

The #1 Pay-off Of Your Responsive Design Investment... By way of a singular website, you serve all screen sizes on all devices (laptops, desktops, smartphones, and tablets.) The remainder of this responsive design report is focused on two key areas: 1.What responsive redesign is and what it is not. 2.The benefits of responsive design.

The Responsive Design Reality?

Here's a fact... you can no longer assume that everyone will see your website at the same size.

Most likely, more than 5% of your overall traffic is coming from smartphones and tablets, and your team is already up in arms with responsive redesign discussions. This new era of browser behavior has forced us all to rethink the one dreaded term, "redesign".

So if Responsive Redesign Is The Reality That Inevitably Awaits You, What Can You Do To Make Sure You Get The Best Return On Your Investment?

Prepare your organization for disruption. If you commit to responsive design, expect an increase in the time dedicated to quality assurance. Additionally, you will need to plan for ongoing compatibility challenges and changes that come with the new devices and browser versions. As is the case with any new disruptive technology trend, understanding the trend is easy, while getting a project off the ground proves to be challenging. Responsive design initiatives require the organization to lighten up on the old redesign approach of prototypes and wireframes, and begin to focus more on customer relevance and usability.

  • Say goodbye to third party mobile web platforms.
  • Alleviate the burden of updating and managing multiple websites.
  • Eliminate the need for native mobile applications. Native mobile apps were developed due to the fact that mobile websites didn't allow for the desired user experience. When it comes to making a purchase on your website, consumers continue to prefer the mobile website over a native app.
  • Consolidate optimizations and testing platforms to increase efficiency across your digital footprint.
  • Personalize user experiences based on mobile behavior rather than mobile display.

Responsive Design in Context

Usability and user experience are not one in the same. A user experience that is responsive to the user's device is necessary for a great customer experience, but it sure does not guarantee one. If your website isn't useful, and the user experience on a desktop is bad, the user experience will not magically improve just by making it usable across all devices.

If you want to achieve maximum performance, you have to realize that responsive design does nothing more than get you in the door so you can compete for each customer's business. The real secret to success with responsive design is based on understanding it relative to the broader digital ecosystem in which it exists.

This includes?

  • Advanced customer intelligence and analytics.
  • Testing and Segment discovery.
  • An ability to act on all customer insights.
  • Content and Context.

Awesome. A member of our team will be in touch.

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