How Responsive Web Design can Increase Conversions, Revenue & Loyalty
May 5th 2014 | By Steve Grant
Responsive web design is a technique that allows a website to adjust its appearance according to the type of device its being viewed on. It presents a seamless and enjoyable experience for the visitor whether they are using a PC, tablet or smart phone.
In this post we’re taking a look at how responsive web design can have a positive effect on conversions, revenue and loyalty.
The Competitive Edge
Google reported in a recent survey that 48% of users said that if a site did not work well on their smartphone, it made them feel like the company didn’t care about their business.
If a user encounters problems on a website whilst browsing on a mobile device, they will be likely to leave and go to a competitor’s site. If, however, they can access a website easily and fluidly from any device, they will be unlikely to switch to a competitor.
A Better User Experience
According to Forbes, people searching for a business website begin reading content on their desktop at work and then look for the same business on their smart phone at lunch. A responsive website will ensure the business is in front of the prospect at every step of their research journey.
If more prospects can be converted into customers, and if existing customers are obtaining a better user experience, conversions and revenue will increase. Clothing retailer O’Neill tracked conversions for three weeks on their e-commerce site prior to launching a responsive site and then monitored the results three weeks after launch. Conversions on iPhone and iPod devices increased by 65.71% and revenue increased by 101.25%.
An improved user experience not only boosts the conversion rate, it increases the likelihood of a customer returning to shop with that website again and again. Increased loyalty through a good user experience can in turn lead to customers becoming brand advocates. According to TouchMetrics, 60% of customers say the experience is the most important reason that they are willing to recommend a brand.
In conclusion, responsive web design will ensure users have a positive online experience which allows them to browse and make purchases easily, whatever device they are using. A better user experience will lead to higher conversions, revenue and customer loyalty. If you’d like a quote on responsive web design, please get in touch.