Responsive web design:
One fits all

For some time now, the idea of responsive Web design has been gaining ground as a means of dealing with the ever-increasing number of screen resolutions on end-user devices. Responsive Web design reacts flexibly to the size and capabilities of the device being used to access a website in order to optimise the viewing experience. So far, so good. But responsive Web design means more than just that: it represents a change of perspective. During the content development phase, the focus is no longer on pixel-based design – it is all about the overall user experience instead.

Mobile first, website second

So how does this user-centric perspective affect content development? Responsive Web design is based on the principle that less is more. This philosophy tallies with what internet users traditionally want: speed and intuitive navigation. This means that content developers and designers have to concentrate on the basics in terms of form, functionality and content. Whether it is viewed on a four- or 30-inch screen, users need to be able to view the website quickly and easily and navigate around it without finger acrobatics.

Mobile first, website second

To make sure websites tick these boxes, our content developers have now started creating the mobile versions. Or as Eric Schmidt, former CEO of Google, once said: ‘Google’s Web developers work on the mobile version first because good websites make better apps.’ Known as ‘mobile first’, this approach has also been adopted by reality bytes because it results in a solution that always works.

Googled in the morning, bought in the evening

So why do companies need flexible solutions? It all boils down to the way in which new hardware is changing user behaviour. Customers now google products using their smartphones on the way to work in the morning, take another look on their computer in the office at lunchtime, then place an order using their tablets in the evening. At reality bytes, we take this into account when we develop responsive websites. Through user journeys, we map when, where and via which devices users access a website and at what point they make a purchase. The challenge is to create a positive user experience for every device because – as every online marketer knows – users are temperamental divas who can lose interest at the slightest blip.

Image, coverage, sales

If your company is looking to invest money in a new website, the following facts might help:

Image, coverage, sales
  • This year, more users will surf the Internet using a mobile device than a desktop computer.
  • Over 70 per cent of iPad users have bought products worth in excess of 250 US dollars via their tablets in the last 12 months.
  • More than a quarter of all tablet users spend between one and four hours on their gadgets a day.

Source: Adobe questionnaire, "Mobile consumers 2013"

But there are other strong arguments as to why you should choose responsive websites:

  • Content is developed for both mobile devices and desktop applications. This saves time and money.
  • They cost less to develop than special mobile websites.
  • Maintenance and upkeep is less time-consuming.
  • Session length and coverage are both increased.
  • They create a consistent brand image.
  • They boost customer loyalty across all devices

Global device sales, 2011–2017 (forecast).
Source: Deloitte University Press

We would be happy to show you how else you can benefit from responsive Web design in a face-to-face meeting. Just contact us, request our ‘Responsive Web design’ presentation with no strings attached, or arrange an appointment with us.

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