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Is responsive design worthwhile for your business?
Dec 04, 2013 Published in design
Keywords: difference between traditional and responsive design, internet marketing, mobile internet, mobile usage in india, responsive web design

Is responsive design is need of the hour or you can do enough with your regular website?

Internet usage on mobile phones is increasing at a great rate every month. India currently has over 50% mobile-only internet users - possibly the highest worldwide. The numbers are expected to touch 165 million by March 2015 as compared to 87.1 million in December 2012, according to a report by Internet and Mobile Association of India (IAMAI) and Indian Market Research Bureau (IMRB).

As the usage of mobile internet has increased, having a mobile-friendly website became a priority for every business. Over the past two years, mobile search traffic has increased five-fold. Nowadays, people use their handsets to search for products and services. Therefore, it is important to engage them with a mobile-friendly web designs.

Traditional web design is dead!

According to Google, more than 65% mobile internet users prefer to buy products from a mobile-friendly site, with more than 57% online shoppers say that they usually leave a non-responsive design site straight away. Therefore, a mobile-friendly website can improve or increase your business sales.

A shift from traditional to responsive design

Few years ago, the only concern with developing a website was to make sure it looks same across different browsers viz Internet Explorer, Firefox, Chrome, etc. But today, the priority has changed from browsers to devices. Nowadays, you also have to ensure that your website looks same and functions effectively across desktop, smartphones, tablets, and any other device used to browse the site.

The why and how of responsive design

Through responsive web design, companies can be in front of their customers at every step of their online journey. A site built with responsive design will automatically resize for various devices such as laptop, smartphone or tablet. People search for products and services using their mobile devices and make a purchase decision. But, if you have a traditional design, then the people investigating products and services can get frustrated due to inability to navigate through the complete site on their smartphones, and therefore they will move to your competitor.
Mobile consumers usually don’t have the time to leisurely browse your complete site. They visit your site for a definite purpose i.e. to get some specific information such as your address, contact number or any other information related to a product or service. In order to convert your visitors into loyal customers, it is important to give them exact information within the least possible time. Therefore, along with the content, ease of website navigation is equally important to help retain them.

Responsive over traditional design

  • Consistency: By using responsive web design, you don’t have to be worried about maintaining different versions of your site when a change is made. It keeps the content consistent across sites unlike a traditional design. A responsive website adjusts accordingly irrespective of whether it is accessed from a desktop PC, smartphone or tablet
  • Duplicity: Another benefit of using responsive web designs over the traditional design is that it eliminates the need for canonical tags required to prevent the duplication of content in mobile or desktop versions
  • Accessibility: Traditional web designs are not known to be browser friendly as compared to the modern designs. There are complaints, wherein a website appears completely fine in a certain browser, and appears entirely distorted in another browser. Further, the same website may miss many components in the mobile browser
  • Upgradation: The functionality of the website does not get disturbed with the use of responsive design. It is easy to tweak or upgrade the website
  • Maintenance: Responsive design minimises maintenance in the long run. If the majority of your content changes frequently, having a responsive site can help cut down on site maintenance
  • SEO friendliness: A responsive designed website is considered to be more search engine optimization (SEO) friendly. As responsive design uses the same URL across all devices, the extra chunks of code get reduced. Therefore, search engines like Google, readily index the website and give it higher SEO ratings. Further, Google has said that it ranks sites optimized for mobile higher in mobile searches

Creating a responsive web design

A responsive web design allows businesses to stay ahead of the competitors or trends. It is the right time for you to replace your dated website with a responsive web design. In case you have an existing Website for your business, you may not necessarily need to create a separate responsive Website from scratch. The chances are that an experienced designer may be able to substitute your present site with a new responsive design. This will not only improve your business sales but also make your company’s brand stronger.

By Gaurav Pahwa
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Zack wrote at 05:30:20 PM on Dec 11, 2013
Responsive design is really worthwhile and is the need of the hour...
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