by Lisa Caprelli and Danielle Hintz
The current technology revolution has had an immense impact on the development of business models, as the average consumer now has access to the latest technology before the IT department can gain access to it at the office. The BYOB model was birthed, forcing businesses to accommodate the use of personal devices on the company network. Another area of business that has been immensely impacted by the technology revolution is marketing. The fact that virtually every consumer has access to the internet via desktop and mobile devices, such as laptops, tablets and smartphones, has created the need for businesses to place a greater emphasis on developing a strong web presence. Without a relevant and efficient web presence consumers will overlook your brand and scroll down to the brand below yours on Google.
Statistics reveal that 87 percent of digital natives use their mobile device to conduct searches before making local purchases. Where just several years ago it was sufficient for companies to have a static website, businesses are now being forced to create a pleasurable and memorable user experience for all users through more modern websites. In fact, the user experience has become such an intricate part of online engagement that online powerhouse, Google, applies an exorbitant amount of gravity to mobile integration and optimization of websites. In other words, if the site does not provide an optimal user experience for users who are visiting the site via their mobile device, Google will penalize the site by lowering its site and page rankings. Therefore, no matter how much time you put into your website, if it is unable to impact the user’s experience, you will be losing engagement to your site.
Because the type of devices through which an individual can surf the web are consistently increasing, it can be quite challenging for site owners to ensure that their sites are fully optimized.
The best way to optimize a site to respond to the type of device a person uses to access it is through responsive design. A responsive website has the capacity to detect the type of device being used, and subsequently adjust the manner in which the site’s content will be displayed, in order to provide the best possible “user experience,” or as it is referred to in the online marketing world, “UX.”
One of the primary benefits of a responsive website is the level of flexibility it has. Responsive sites are highly fluid, meaning that the content is able to move freely across multiple devices. As a business owner, you have to think about how busy and “on-the-go” people’s lives have become and be able to accommodate your user’s needs by keep your site fluid.
Additionally, a responsive site offers an exceptional user experience, which has been proven to increase conversion rates, enhance retention rates and support customer loyalty.
Without a fluid website and an efficient online user experience, your website will be left behind and overlooked by potential customers. Being a part of the highly technological culture that we are, innovation needs to be the key ingredient to a website’s success. Consumers are progressing and transforming everyday much faster than we are, so it is our job to stay relative and give them what they need and want before another company does.
Responsive design is also one of the most cost effective methodologies available to help engage the need to provide an enjoyable experience for multiple devices. When properly designed, a responsive website will help to improve page ranking, customer engagement and enhance the company’s online presence.
As a company owner, you must not be ignorant to the fact that technology grows each and every day and your consumers are growing along with it. Being able to use this progressive technology and be able to apply them to your website is what will allow your website to stand out from the rest create a strong and engaging digital experience for your consumers.