BENEFITS OF RESPONSIVE WEB DESIGN or (Business tips to increase online sales)
Since more and more people use their tablets and smartphones in order to browse the internet, it’s become essential to create mobile friendly websites to reach that market. After being launched in early 2012, Responsive Web Design (RWD) is now considered one of the best ways to create mobile friendly websites. With smartphones taking up a majority of the market (198.5 million users in the US) online businesses need to adapt in order to grown their customer base and stay profitable.
To put it differently, responsive web design means the pages of a website will reformat themselves based on the type of device the user considers in order to access it. So whether you access a RWD website via a tablet, Smartphone or using your PC or laptop, the website is going to stay user friendly. So why did this create such a splash in the web industry? Well, it’s because this is very different from previous mobile solutions of creating a dynamically served mobile website or a separate mobile website. But what about search engine optimization (SEO)? Can such websites rank better in the search engine results pages? Well, the answer is yes and below I am going to share the benefits of having one:
- Google Loves Responsiveness
According to Google, if you have a website and you would like to impress your users, (as well as Google), then you need to ensure that it has a responsive structure. This is because these websites will automatically format their pages in order to ensure that the pages are displayed properly no matter if viewed on your tablet or on your phone screen. While this all sounds great, there are still people that are debating whether a single responsive website or a separate mobile website is the best way to go but when it comes to search engine optimization though, having a single responsive website is the better option. Also, while separate mobile websites feature different HTML and have their own URL compared to their desktop counterparts, responsive websites make use of a single URL and a single set of files and pages, meaning that Google is going to have an easier time crawling and indexing your content. This structure will help you achieve better rankings not just in Google, but also in Yahoo and Bing. While 75% of the traffic comes from Google, Yahoo and Bing represent 25% of the web traffic out there and that’s something we don’t want to ignore.
- One Website, One URL
It’s also true that building a separate mobile website does come with its own set of pros and in certain cases, creating a separate mobile version is a great idea. However, if you have a website that has a lot of content on it, then its more responsive variant could soon become the scrolling version, meaning that visitors and also users will have quite a hard time navigating through the content. As you can very well gauge, this is a big problem, but not one that you could not solve with a mobile website. With such websites, content has been carefully optimized for mobile browsing and that’s going to be much appreciated by your visitors and users.
From a search engine optimization perspective, one of the greatest challenges of having a different mobile website is that you’ll have to put in a lot of work in order to increase this website’s authority. What’s worse is that the majority of mobile websites don’t rank well in the search engine result page’s (SERPs) and that’s due to the fact that they’re inferior to their desktop counterparts. If you want though, you may choose to redesign your website and make it extremely responsive and by doing so you can also get to maintain your backlinks. Because of that, you’ll be able to focus your search engine optimization efforts on a single website. In addition, all of your backlinks will point to one URL and that will boost your Google rankings. On top of that, if your website is responsive, it’s possible to create social shares for a single page (service or product), this will enable mobile users to share your content with their friends, regardless of where the link is viewed (desktop computer, tablet or mobile device) the content will be simple to navigate and clear.
- Responsive Helps Combat a High Bounce Rate
Even if a website ranks well, if it does not work as it should for tablet and mobile users, then you’re going to have a big problem with bounce rate. Bounce rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page). If the content you offer is minimal or very different from the one offered by the desktop website, then mobile web sites can suffer from a high bounce rate. When this occurs, Google will take the high bounce rate as a sign that that specific website provides irrelevant content to users and therefore lower its rankings. The good news is that this problem is easily combated by a website that’s been responsively designed by presenting the same content found on a desktop website in a functional way. With responsive website design, there’s no room for compromise when it comes to the content you want to display. As a result, your users will be provided the info they need every single time they access your website.
- Boost sales and conversion rates
With mobile shopping and searches becoming increasingly popular, business owners can increase sales by having a site that’s easy to access and interact with. Besides having rankings in Google, customer’s interaction is the 2nd most critical component for a successful online campaign. We need to make sure that mobile users can get to the pages YOU want them to see first. In other words, YOU have to tell them what they need to do next. The main goal is to have the right “call to action” or “marketing message” to let them know why they should contact you and purchase your service/products. Keep in mind that you have about 5 seconds to convey this message, so your “sales pitch” has to be effective. Once we have their attention and the user goes to the contact page, the contact form needs to be short. Too many text fields on a form will increase your bounce rate for that specific page. In other words, prospects could leave your site if your form is too long or complicated to submit.
If you want your business to stay profitable you need to adapt. Targeting mobile users its not a choice anymore, its a must!