Over half of all traffic to retail websites now comes from mobiles and tablets, with a third of all online sales in the UK coming from these devices.
These numbers are huge, yet many e-commerce sites are still not ready for mobile sales. With 67% of mobile users saying they would be more likely to buy from a mobile-friendly site, responsive design has never been so important.
Responsive web design is a method of designing a website for an optimal viewing experience on a variety of devices, from laptops and desktops to tablets and mobile phones. This means that the web page will re-size based on the device it is being viewed on.
So, why should you invest in responsive design?
As we’ve already mentioned, mobile and tablet use is going from strength to strength. Increasing numbers of consumers use a mobile device as their primary way to access the internet, and these numbers are expected to rise even further in the future. Consumers’ confidence in completing purchases via a mobile device is also growing.
We already know that potential customers are more likely to buy from mobile optimised websites, so responsive design often improves conversion rates. If a website doesn’t work well on a mobile or tablet device, users might be unable to place an order without a lot of extra effort. In the digital age, consumers have become used to a fast purchase process. Don’t make them wait!
Enhanced UX goes hand in hand with increased conversion. We all hate pinching and zooming, yet all too often this is what we have to do when browsing the web on our mobiles. By investing in responsive design, frustration can be replaced with convenience as your site will automatically adjust for an excellent viewing experience, no matter which type of device it is being viewed on. A better experience means that potential customers will browse for longer, and might be more likely to make a purchase.
If your site has great UX, Google’s algorithms will reward you. By providing a great on-site experience, your bounce rates should decrease. Furthermore, responsive websites are generally easy to manage in terms of on-page SEO. All URLs on a responsive website remain the same over different devices, meaning that only one SEO strategy is required, saving you time and resources.
It’s clear to see that the future of e-commerce sales lies in responsive web design. If you haven’t considered it yet, now’s the time. More and more e-commerce sites are going responsive every day, make sure that your business stays ahead of the curve.