I need to start this post with a qualification.The MarketingWise website is not yet responsive to mobile.
So don’t leave a comment pointing that out 
.
We are making some significant design improvements and we will be adding the responsive features when the additions are implemented in the New Year.
But our own delay notwithstanding, we absolutely believe in the importance of responsive design!
Every site that we build at MarketingWise is designed to be responsive. We include this feature in all of our web development and design projects because we recognize that it is an implicitly critical consideration.
If you haven’t built your website to be responsive to mobile, you are making a grave mistake.
Here’s why:
Responsive to mobile will soon be the industry standard
Research shows that by 2015, mobile Internet use will eclipse desktop use. That’s only 2 years away! Even now, chances are, a good proportion of your web traffic is coming from mobile.
Check your analytics – it’s important to know.
And I’d bet that the traffic coming from mobile, if you aren’t offering responsive design, has a higher bounce rate. Why would those visitors stick around if they find it difficult to view or navigate your site?
Responsive to mobile accommodates intuitive scrolling
I recently wrote about the new web design trend toward more vertical and scrollable websites. Since people are navigating websites differently, on smartphones and tablet devices, they are much more inclined to use touch technology to scroll.
Horizontal navigation across the top of a website is still important, but so is a design that considers the user experience from a mobile point of view.
And mobile relies on the vertical scroll. And a responsive design makes that easier to accomplish.
Responsive to mobile is device agnostic
A properly developed responsive site is essentially device agnostic.
This means that no matter what device is being used – smartphone or tablet – and irrespective of the browser or operating system, your website will respond accordingly and provide the most optimized user experience possible.
And because of this, you don’t have to build multiple versions of your website for every popular device platform available. You can embrace the design and content that best reflects your brand, and rest assured that it will be properly reflected across multiple platforms.
Responsive to mobile will save you money
That might sound like a stretch – surely it’s expensive to have your website built in a responsive manner?
This is largely a misconception. In fact, if you are building a new website, integrating a responsive design shouldn’t add too much to the design and development fee.
It should absolutely be part of your web development plan.
If you have an existing site, with no plans to redesign, you should talk to your web developer about the fee.
If your site is built on WordPress, the cost of making the enhancement should not be prohibitive.
And no matter your circumstance, consider the potential lost revenue from mobile visitors who choose not to engage because your site is not user-friendly.
Your Turn
Have I convinced you? There are certainly more than 4 reasons to make your site responsive to mobile, but I think that the ones I’ve chosen should move you to give this step some serious thought.
Let me know your thoughts in the comments section below, and if you found this post useful, please go ahead and share it with your social networks!
Twitter: adriennesmith40
says:
Hey Ruth,
I remember your post on the new web design trend and of course you know that I’m not in that class quite yet. But the one thing I did implement on my blog and that was probably sometime last year was adding a plug-in that would make it easier for viewing on a mobile device.
I’ve checked it out myself and it is easier to scroll through the posts although you definitely don’t have the “look” of the blog overall. I can see where this is important because like you said, just because I’m not accessing the web through these methods doesn’t mean everyone else isn’t. Heck, with the iPad now everyone is going that route. Okay, not everyone but you know what I mean.
If we don’t move with the times they’ll leave us in the dust and trust me, we do not want to be eating that stuff.
Thanks Ruth for the wake up call.
~Adrienne
Adrienne recently posted..How To Be Productive So You Can Achieve The Internet Lifestyle
Adrienne, I did check out your responsive feature a few weeks ago, and it’s not a bad stop-gap measure. However, I believe that the plugin you are using only works for blogs and not full websites.
A truly responsive design offers an alternative layout, optimized for the device you are using, no matter what your website looks like. While your plugin does not maintain the integrity of your blog aesthetic, it does offer your visitor a much more user friendly experience.
Ruth Zive recently posted..Have You Noticed the New Web Design Trend That’s Shaking Things Up?
Twitter: wonderoftech
says:
Hi Ruth, I agree, mobile design is extremely important. Avoid pop-ups that may not size right and can’t be closed on smartphones. Also avoid Flash software which doesn’t work on most mobile devices.
Like you, I’m not a fan of mobile websites. They’re difficult to navigate and I always feel as if I’m missing something.
Good design of a website from the beginning is the best solution.
Carolyn recently posted..SAM VIBE – Your Own Internet Radio Station
And you know more than most Carolyn about the growing use of mobile devices! If you take time to look through the statistics, it’s quite remarkable how much information is being consumed via mobile. And those companies that haven’t taken the time to make their sites responsive will surely be left in the dust! I suspect that in the coming years Carolyn mobile sites will become much more user-friendly for precisely this reason. Thanks for your comment!~
Twitter: gonzogonzo
says:
Absolutely agree! I even wrote a piece recently on the French side of my blog, loosely translated as “The future of the mobile web is responsive”. I used to have the simple WordPress plugin for mobile earlier this year, but I went down the responsive path during the summer and I am quite happy with the results.
Indeed, costs are not prohibitive, specially if a client wants to have a new website or do a major redesign. In 2013, it will simply make no sense at all to have a new web site that is not mobile-optimized, responsive design or, better yet, mobile-first.
Great post, Ruth. Cheers,
Frederic
Frederic Gonzalo recently posted..Google+ Communities: The Much Awaited Game-Changer?
Hey Frederic – thanks for the comment. You’ve put it very well – “In 2013, it will simply make no sense at all to have a new web site that is not mobile-optimized…” So true. I would urge ANY company on the verge of a web redesign to do two things:
1. Use WordPress
2. Make the site responsive
Twitter: carollynnrivera
says:
Mobile used to be this thing you sort of thought about maybe after the fact… now mobile just IS. You’re right, there’s no way you can ignore it. And depending on your business or industry, your visitors may be primarily mobile and you just don’t know it yet.
Responsive design can be a little challenging if you’re building from scratch but nowadays there are a lot of WordPress themes that can help you get there without any effort at all (or at least mobile plugins for blogs). I think that as mobile continues to grow, building a responsive site will get easier and easier. The demand will be higher, the tools will get better and it will just be expected. Doesn’t it make you wonder where we’ll go from here? Maybe giant widescreen monitors (or web TV) will make a comeback and we’ll all be running around trying to fill space, lol…
Carol Lynn recently posted..Hey Businesses, You’re Doing Twitter Wrong!
I always encourage my clients to look at their analytics to understand how their content is being viewed (from what device, by how many visitors, etc.). Having that insight is often the impetus that moves companies to redesign their sites to be responsive.
Hard to imagine what the future holds, but I know that in the IMMEDIATE future, responsive design is going to be a business imperative. Thanks for your comment Carol Lynn!
Ruth Zive recently posted..The #1 Overlooked Social Media Opportunity for B2B Growth
Twitter: rebekahradice
says:
The statistics truly are astounding, but with the use of our smartphones and tablets, it’s no wonder that mobile usage will eclipse desktop. We’re a “I want it now” society and mobile gives us access anytime, anywhere.
Like Adrienne, I have only used a plugin up until this point, but have a complete re-design of my website in the budget for next year. With that will come the mobile design. It’s extremely important and will definitely be a line that’s drawn in the sand between the sites that compete and succeed in the coming years and those that fall off our radar.
Rebekah Radice recently posted..Top 40 Pinterest Boards You Should Follow
Particularly if you plan a redesign Rebekah, build responsive functionality into the contract! And if you are working with a reputable firm, it shouldn’t pad the budget very much at all.
The plugin is a great stop gap measure, especially for sites that are fundamentally blogs.
Thanks for stopping by and sharing your comment!
Ruth Zive recently posted..3 Content Marketing Lessons Learned From Ann Coulter’s Disgusting Behaviour
Twitter: angiemjordan
says:
This is something that I have been dragging my heels on for sure. I have found that plugins that I have used in the past just simply aren’t enough. I run across sites that use plugins and I can tell immediately because they are always a little quirky (meaning text showing up in places it should not and other quirky little hiccups).
I have noticed though in my analytics that a very, very, very small percentage of my visitors to my site are mobile. Guess that’s why I haven’t taken great efforts to go mobile… but I am aware that this is BIG as I do almost everything on mobile devices. I hate to sit at a desk.
One more thing to put on the 2013 “to do” or should I say “must do”!
Angie M Jordan recently posted..How Social Media Affects SEO And Why Google LOVES It
Angie, the fact that you are tracking your analytics, and following your mobile traffic is a great first step. And this is on your radar – that’s not the case for many, many businesses. I’m not aware of a plugin that really resolves this issue in a 100% acceptable manner – it probably would require some redesign on your part. But at least it’s on your to-do list! Good job and thanks for the comment.
Twitter: dnigeria
says:
I have personally started noticing slight increases in the number searches from mobile devices accessing my website when I go through google analytics. One thing that is for sure is the fact that mobile devices including tablets will overtake the traffic from a regular desktop/ laptop computers.
Linda Ikeji recently posted..Ericsson Nigeria Careers For Fresh Graduates
No doubt mobile is important but a big part of that growing trend, at least for the web browsing part of it, will probably from tablets such as the iPad, see them everywhere now.
So, just saying that while accommodating for small displays is important, many people using a tablet will still be viewing from a larger display size, at least compared to a phone, so something to be aware of but these transitions can take a long time and there’s usually a few other lower hanging fruit to work on in the meantime. ie being compatible to mobile is important, good to be aware of but not sure if the sky is falling quite yet.
Bingo! Rather than compartmentalizing website content into disparate, device-specific experiences, it is smarter to adopt the responsive web design approach. That’s not to say there isn’t a business case for separate sites geared toward specific devices; for example, if the user-goals for your mobile content-offering are limited in scope than its desktop equivalent, then serving different content to each might be the best approach.
Evan recently posted..Top 50 Magazine WordPress Themes
Twitter: lisa
says:
You are absolutely right on this one Ruth. I’ve noticed at least 10% of visits come from mobile now on some of my websites. The responsive themes I have on 2 retail sites I manage are great because you can hit one button to call us or another to order. It’s very easy to use on the smartphone or table. The plug-in for WordPress blogs is different and is a nice quick fix. Not sure though if someone is selling products via a WordPress site. Love to know your thoughts on that. Thanks!
Lisa recently posted..Follow Friday Is Back and Newly Redesigned
Twitter: ViolaMLMTam
says:
Hi Ruth,
Fascinating information! Having been online for about two years, I am just starting to realize the power of the internet. It is indeed quite remarkable how much information is being consumed via mobile. A business friend of mine also mentioned how important that our websites needed to be mobile responsive.
If our blog is on the Word Press platform, what would the next step be?
Appreciate your sharing, Ruth!
Viola The Business Mum
Viola Tam recently posted..We Have a Better Way
Hi Viola! Welcome to our blog
. I would suggest that you integrate Google Analytics and start tracking from where your traffic is coming. You’ll be able to gauge what proportion of your visitors are accessing your site via mobile and whether or not you need to make the change immediately. If you decide to make your site responsive, doing so depends on the sophistication and customization of your site. If your site is a straightforward WordPress blog, there are plugins that you can integrate that will make it responsive to mobile. If your site has a customized design, you will need to speak with your developer about how to integrate those changes.
I hope that helps! Good luck.