We learned in the first post that, “Mobile marketing is as simple as optimizing marketing usability for people using a mobile device.” And we learned a mobile strategy is more than just an app; it creates a seamless, optimized, easy-to-use experience across any device which in turn can generate leads.

This kind of experience requires a Responsive Design for your website.

RESPONSIVE DESIGN
A WEBSITE AND MOBILE APP IN ONE

Responsive design is a relatively new approach to web design that provides an optimal viewing experience for any device.

  • The look, feel, and layout are smart.
  • It “responds”, reorganizing itself to any screen size, adapting from mobile phones, to tablets, desktop computers, wall-sized television kiosks, or digital movie screens.
  • A responsive design can even look like an app on a smartphone… complete with sliding panel menus, non-scrolling headers and footers. All while retaining it’s full beauty and integrity in larger presentations.

Responsive v non

Not only does responsive design allow visitors to have a better experience through every touchpoint to your website, but it makes content easier to manage.

RESPONSIVE DESIGN – EASY TO USE, EASY TO MAINTAIN

To say it simply, responsive design takes a website and automatically reformats content to fit the device viewing it. So whether you are looking at a computer, tablet, or smartphone, you will have the same viewing experience.

For example, lets take AlpineInternet.com. The website lays out its content on each page to ensure that the viewer is getting the same information no matter what device they are using.

Responsive Design Alpine InternetAlpineInternet.com has a responsive design that automatically conforms to the device viewing it.

In addition to a better user experience, responsive design provides an array of additional benefits.

Let’s examine four five of these benefits.

RESPONSIVE DESIGN – 5 SPECIFIC BENEFITS

MAJOR BENEFITS
Here are 5 major benefits to using responsive design on your website:

  1. Responsive Design results in Higher Conversions
  2. Responsive Design is Easier to Maintain than apps
  3. Responsive Design improves SEO
  4. Responsive Design helps Avoid Google’s Penalty for Mobile Unfriendly Sites.
  5. Responsive Design Drives Better Usability

BENEFIT #1 – RESPONSIVE DESIGNS RESULT IN HIGHER CONVERSIONS

A larger percentage of people will leave your site if it’s not optimized for their consumption experience.

Friendly v not friendly experience

According to “Want Most From Mobile Sites Today”, a study commissioned by Google*,
67% of users are more likely to purchase a product or service from a mobile-friendly site.

* conducted by Sterling Research and SmithGeiger,
independent market research firms.
The report surveyed 1,088 US adult smartphone Internet users in July 2012
** 2014 Digital Marketing Optimization Survey.

According to another study by Adobe**, companies with mobile-optimized sites actually triple their chances of increasing mobile conversion rate to 5% or above.

BENEFIT #2 – RESPONSIVE IS EASIER TO MAINTAIN AND MANAGE THAN AN APP

When considering mobile app or dedicated sites, you may be thinking about the hassle required to maintain more content and websites than you do right now.

Even though responsive design looks different on your tablet, mobile device, and desktop devices, it is actually just one website that conforms to the size of the screen.

One version of your content requires updates, and it will remain easy to use across all of your devices.

The result? You save money. You buy marketing power instead of development. No bottlenecks. Save time from meetings, approval process, and design lag.

Review your own site right now in the 4-screen Alpine Viewport Simulator.

Viewport Simulator

BENEFIT #3 – RESPONSIVE DESIGN BOOSTS SEO

Marketers are always looking for ways to improve their SEO. Well, responsive design gives you another way to do so. Here’s how.

First, it is essential to optimize your webpages for keywords you are trying to rank for. By having one responsive website, you Will only have to optimize your content once as your pages will automatically update across devices.

If you had a desktop and separate mobile version of your site, your have two URLs with two sites to optimize. Responsive design consolidates your efforts into one, which also prevents you from publishing duplicate content!

“Using a single URL for a piece of content makes if easier for your users to
interact with, share, and link to your Content,
and a single URL for the content helps Google’s algorithms assign the indexing properties for the content.
-Google.”

BENEFIT #4 – AVOID THE GOOGLE NON-MOBILE FRIENDLY PENALTY

Google has long said that it will rank sites optimized for mobile higher in mobile searches. google_warningGoogle is now warning webmasters, if your site is deemed not mobile friendly, rankings will fall.

Google has provided a test you can run on your own site to determine how Google will score mobile friendliness. Run it and work with your team to improve your mobile friendly score.

As mentioned earlier, if a significant share of your Internet traffic comes from mobile devices, this can really make a difference in how often your website is found.

Run the Google Mobile-friendliness test on your site and know where you stand.

BENEFIT #5 – RESPONSIVE DESIGN DRIVES BETTER USABILITY

One of the best parts of having a website that is optimized for mobile is it allows for better usability on each device. Some additional facts about mobile:

  • 76% of users want a business mobile site to fit the small screen of their smartphone better.
  • 64% said they want to only scroll up and down, not left and right.
  • 69% of users called for bigger buttons that are friendlier to their fumbling fingers.
  • 74% of users want mobile sites to look clean and efficient.

A responsive design satisfies each of these user demands.
4 Screens Alpine Internet

This blog series covers:

  1. What is Mobile? Isn’t it Just Building an App?
  2. Generate Leads with Responsive Design (this post)
  3. Soon, very soon: Generating Leads With Mobile Marketing
  4. And then: Best Practices: Unlocking Mobile ROI

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