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Responsive Websites Provide a Huge Competitive Advantage - Orleans Marketing Group

Responsive Websites Provide a Huge Competitive Advantage

According to Akamai, 82% of the top 10,000 websites do not employ responsive web design and the percentage increases to sites that receive less traffic.

In this blog post we take a look at our top five reasons why responsive web design provides a huge competitive advantage. But first, let’s get a better understanding of responsive design and its orgins.


Websites that employ Responsive Website Design automatically adjusts its size in response to the device being used to visit the website. So, a visitor who accesses a responsive website from a desktop PC, tablet or smartphone will be shown the same content but optimized for viewing according to the resolution of the device.

History of Responsive Design

In 2008 there were a number of related terms such as flexible, liquid, fluid, and elastic that were being used to describe website layouts. CSS3 media queries were almost ready for prime time by the end of 2008. Ethan Marcotte coined the term responsive web design (RWD) and defined it to mean fluid grid/ flexible images/ media queries in a May 2010 article in A List Apart. He described the theory and practice of responsive web design in his brief 2011 book titled Responsive Web Design. Responsive design was listed as #2 in Top Web Design Trends for 2012 by .net magazine.

Top 5 Reasons Why Responsive Websites Provide a HUGE Competitive Advantage

1. Google Will Reward You!

Google recommends it and stated the following back in 2012, “Google recommends webmasters follow the industry best practice of using responsive web design, namely serving the same HTML for all devices and using only CSS media queries to decide the rendering on each device.”

In April, Google changed its algorithms to penalize sites that are not mobile-friendly, thus rewarding sites that are mobile-friendly. Google stated, “Users should get the most relevant and timely results regardless if that information lives on mobile-friendly web pages or apps. Google’s algorithms are now adapting to these usage patterns.”


2. Reduces Your Bounce Rate

The bounce rate is the percentage of visitors who enter a website and then leave or bounce rather than continuing on to view other pages within the same site. Since responsive websites adapt to the device that is viewing the website, it provides visitors with a far greater user experience. Improving the user’s experience will undoubtedly lower your site’s bounce rate.


3. Eliminates Duplicate Content

Prior to Responsive Design marketers were creating a mobile version site in addition to the desktop site. So when a user visited your website via a mobile device, the website would redirect to the mobile version of the website, thus providing the user with an improved viewing experience. However, it also created a few problems. First, it required marketers to maintain two separate sites with duplicate content. Second, since Google does not like sites with duplicate content, it places you at serious risk for being punished or penalized by Google’s algorithms. A responsive designed website has only one URL, thus eliminating the need for ever having duplicate site content.


4. Increases Site Speed

Another factor for determining search results page rankings is the speed in which a website loads, so it’s important to minimize or reduce the amount of time it takes for your website to load. Since redirection is required when having a separate mobile website, it increases the load-time of the website. A responsive website design does not redirect, instead it adjusts to the screen size or resolution of the device, therefore in theory reducing load times.


5. Improved (ROI) Return on Investment

Common sense tells us that sales will increase when users are comfortable on your website.

In a survey by Visual.Ly they found that 48% of smartphone and tablet users complained that websites were not optimized for mobile devices. Furthermore, 69% of tablet users have used their tablet device to purchase goods or services over the Internet within 30 days of the survey.

Having a responsive website will reduce the amount of time users spend shrinking and expanding site content on their phones/tablets and more time learning and shopping about your products and services. The bottom line is that responsive website design provides an overall better user experience thus improving your website’s ROI.

INFOGRAPHIC – Top 5 Reasons Responsive Websites Provide a Huge Competitive Advantage


Mobile Adoption and Usage

  • 60% of Internet Access Is Mostly Mobile
  • 90% of adults in the U.S. have a cell phone
  • Of that 90% of cell phone owners, 58% have a smartphone
  • 32% of adults in the U.S. own an e-reader
  • 42% of adults in the U.S. own a tablet computer

Browsing Habits Redefined by Mobile Technology

  • 34% of smartphone users go online mostly using their phones, and not on a desktop, laptop, or other device.
  • People using a desktop computer to search online will increase from 1.4 billion to 1.6 billion users in 2015.
  • People searching online using a smartphone will increase from 800 million to 1.9 billion users in 2015.

Problems Solved by Responsive Website Design

  • 46% of people using mobile devices report having problems viewing a static site. A static site is a traditional, non-responsive website.
  • 44% of people surveyed claim that navigation was difficult on smaller devices.


Pew Research Center: http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/

Visual.ly: http://visual.ly/responsive-web-design-0?view=true

Marketing Land: http://marketingland.com/outside-us-60-percent-internet-access-mostly-mobile-74498

Google Webmaster Blog: http://googlewebmastercentral.blogspot.com/2012/06/recommendations-for-building-smartphone.html

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