What is responsive design?
In the modern world, competition among Internet resources is so high that it is already difficult to imagine a successful website without an adaptive layout. Responsive design involves the introduction of a special site layout that allows web pages to adapt to the features of the screen without losing quality.
If the site has an adaptive layout, its pages will be correctly displayed at any proportions of the browser window. They will look equally beautiful and work correctly on all devices – whether it be a full-sized laptop, tablet or smartphone with a small diagonal.
However, is the importance of the adaptive layout of the site not exaggerated? How necessary is it and what advantages does the site owner offer? Here are the main reasons that promotion experts give when they recommend ordering an adaptive website layout:
Reason # 1 – Increased Conversion
The practice of recent years shows that increasing conversion through adaptive design justifies all the costs of implementing an adaptive version – mainly due to users of mobile devices.
For example, the revenue of the popular company O’Neill, which introduced adaptive design on its official website, increased in the first months after the innovation:
- 2 times – from users of smartphones and tablets on the iOS platform;
- almost 6 times – from owners of devices running Android.
Reason # 2 – Website promotion by search results
When compiling a rating, search engines give preference to those resources that offer materials in the most correct form to each user – regardless of which gadget he goes to the global network. Accordingly, sites with the most flexible design will always be ahead of non-adapted sites in search results. And first of all, it concerns the results of mobile searches.
Reason # 3 – Simplification of SEO optimization
The use of a subdomain when introducing a mobile version of an Internet resource is usually accompanied by the appearance of a large number of “takes”. Search engines negatively relate to the presence of duplicate pages, therefore, when SEO-optimizing a site, duplicates must be deleted.
This work is not fast, especially when you need to “clean up the tails” at the same time on several sites. Adaptive layout allows you not to spend time and money on optimizing several web-sites, but to concentrate on promoting a single resource.
Reason # 4 – Resource Audience Expansion
Since the share of Internet traffic from mobile devices has long outstripped the share of traffic from personal computers and continues to grow steadily every year, we can safely assume that soon 90-95% of Internet users will go to the global web precisely from smartphones and tablets.
Mobile Internet has taken over the world – fewer people today turn on home computers to read mail, chat with friends, and search for the necessary information on the Internet. Most of the Internet users will soon switch mainly to mobile Internet, so neglecting the mobile Internet audience of the site would be a gross mistake.
If we have not convinced you of the need to develop an adaptive design, please familiarize yourself with some analytical data. TNS WebIndex, which evaluated the Internet activity of Russian users in 2015, found that:
- 63-65% of Russian Internet users (approximately 50-55 million people) quite often access the global network from mobile devices;
- from January 2014 to January 2015, the number of Russians periodically using mobile Internet grew by 90%;
- the desktop segment has stopped growing;
- The analysis also showed that, despite a significant increase in the mobile Internet audience, the share of Russians using only mobile devices to access the Internet is too small – only 14%. This means that 86% of Russian Internet users (75-77 million people) want to access the sites they need both from a smartphone or tablet, and from the desktop.
- it is obvious that adaptive web-design has an extremely beneficial effect on on-site traffic.
Reason # 5 – Saving on creating and promoting a separate version of a resource
When you offer users more than one version of your site, you should spend money on refinement, analysis, and partly on SEO-promotion of each version. With the adaptive layout of a site, there are no such problems: you just pay for the development of adaptive design, and in the future – for editing and optimizing a single site.
Reason # 6 – a single site URL on all devices
When introducing a mobile version of the site, you must give it a new URL. It is more convenient for a mobile Internet user to find a resource of interest to him at a familiar address. If you didn’t find the site you are looking for at the familiar address, it is likely that the user will simply stop searching and go to another resource. To promote the site as efficiently as possible, you must make it easy to find on any device – the adaptive layout of the site completely eliminates the need for an additional URL.
Reason # 7 – Convenience of using the site on any device
The adaptive layout of the site allows users to view the necessary content from any device in the same convenient mode. This feature gives the website with responsive design great advantages because today users do not intend to become attached to anyone device. During the day, they access the Internet from a work computer, from a home laptop, tablet, smartphone, game console, and even from a treadmill or refrigerator. And on every device, they want to get the same quality of the content display.
Reason №8 – Preservation of site functionality
As a rule, the functionality of the mobile version is “truncated” in nature – some functions are completely excluded, some are changed or transferred, the number of sections of the site is reduced, and the content is truncated. This is extremely inconvenient for users. The adaptive layout of the site allows you to save the functionality of the site in its entirety.
Reason # 9 – Failure Reduction
Even when everything is fine with the ranking of the site in the search results, the insufficient efficiency of your resources on mobile devices can lead to a high number of failures. As noted above, mobile versions of sites often offer truncated or modified versions of the materials presented in the main version.
In this case, search engines consider the high failure rate to be the site’s failure to provide relevant content to the audience and … of course, reduce the position of the resource in the search.
Adaptive web design allows you to provide each user (regardless of the device used) with a full version of the content and significantly reduce failures.
Reason # 10 – The ability to easily share content
Today, each user is accustomed to not only get acquainted with materials from the Internet but also actively share content with loved ones. But due to the difference in the presentation of content on the desktop and mobile version, certain difficulties may arise.
For example, from a laptop, you found an interesting article and threw a link to it to a friend. Your friend at that time rides in a minibus and therefore opens a link from a smartphone and … sees in the mobile version not at all what you wanted to show him. Unpleasant! With adaptive website design, this does not happen – all users see the content the same way.
In conclusion, I want to note that the responsive website design saves you from a number of problems. You can order an adaptive website layout and forget about most of the difficulties that owners of mobile versions face forever. This will save you money, time and, most importantly, nerves.
If you wondered whether it’s necessary to do adaptive website layout, put yourself in the place of ordinary users: which site you choose – the one that has a mobile version with partial functionality and truncated content, or a site with an adaptive design that looks equally good and works equally well on any kind of device?
Responsive web design is very convenient and modern. Refusing to order an adaptive layout of a site solely for the sake of the economy is completely wrong and inefficient. Responsive design not only does not increase your expenses for website promotion but also allows you to significantly save time and money.
Everyone has a smartphone
Mobile is turning into one of the most important platforms for customer engagement. Over 2.1 billion people own a smartphone and use it to browse the web on the go, and recent research by Google ranks the UAE as the highest in the world in terms of smartphone penetration at 78%.
If you’re a business in the UAE, you need to be thinking responsive because everyone is on mobile.
Get more traffic
Mobile users buy more
Google loves responsive
It’s SEO – Friendly
Rule local search
Increase social media referrals
Beat the competition
Enjoy cost-efficient advertising
Upgrade your online presence with powerful and responsive web design. Contact the digital experts at GCC MARKETING.