The Internet is a powerful tool. Thanks to it, in a simpler way than ever before, we can acquire new customers, communicate with them, sell and provide information. However, to make this possible, it is worth taking care of one’s website. Today’s Internet users are demanding and only websites that meet certain standards are able to keep their interest. Even though RWD has been a hot topic for many years now, many companies still fail to embrace their full online potential.
What RWD is
Responsiveness is a smooth adaptation of a webpage to the device on which it is displayed, regardless of whether it is a smartphone, tablet or laptop. The RWD idea was created by Ethan Marcotte, which quickly gained popularity among web designers. By using just a piece of code, we can specify in the browser how a selected element on our website behaves in relation to different screen widths. Thanks to RWD, you can easily change the content and appearance of the website while maintaining the same URL.
Mobility increases possibilities
It has been long ago since websites were visited only on laptops and desktops. Currently, we use more and more from mobile devices, tablets, and smartphones. Note that Google – the largest search engine results page, supports responsiveness. Websites and online stores designed in RWD are ranked higher compared to those that are not adapted to mobile devices. With the appearance of the Google index in November 2016, mobile versions of websites based on responsiveness are more appreciated. Google even created a tool which allows you to check if a website is mobile-friendly. Considering the fact that almost every user favors this search engine, having a responsive site is now a must.
According to the latest report by we are social on the state of the digital market, mobile and social media from January 2018, the Internet is already used by over 4 billion people around the world. We mainly use devices such as smartphones and computers. 52% of people in the world use smartphones, 49% use computers that noticed a 3% drop. Tablets land third, with only 4% of the market share. This makes smartphones the currently preferred device for using the Internet. We also tend to reach into our pockets to shop, compare offers, read reviews.
Responsiveness of websites is not an addition, but a necessity.
If the site is not responsive, the visitor will probably leave it quickly, because it will be difficult for him to find the content of interest. This is a clear message for companies with websites and online stores. All elements of a responsive website (graphics, fonts, navigation buttons) automatically match the screen resolution of the device, ensuring pleasant browsing of information contained in the website and products in the online store. If you want to acquire customers, the website must be adapted to the requirements of mobile devices. Look at the people who not only use phones to make calls and send private messages but also to a large extent, browse websites and purchase things via phone. Multiscreening is a very popular phenomenon. It is based on using a website on a mobile device in order to get acquainted with the price and compare the offers. Yet the buying process takes place on other devices.
While the process of shopping online continues to grow, customers still face many challenges. If a potential customer can go through the purchase process with a few clicks, the profit is certain and will cause the customer to come back. Consider this. If faced with bad customer experience on a site due to the unmatched device, would you be happy to do shopping there again? Customers also complain about letters that are too small, uncomfortable forms of payment or the lack of the mobile application itself. (Genius research, 2016)
Move with the times
Many companies still fail to provide a responsive website for their users. Go with the times – take advantage of the opportunity of grabbing mobile addicts’ attention. You gain more users visiting the site, increased brand awareness, and the site becomes friendly and modern. It has some advantages inside the company as well. Especially, when you delegate tasks to external suppliers or when continuous communication within various departments is necessary.
Let’s give an example. Imagine you are an employee of an online store. Your task is to find a returned and repaired product in the warehouse. You have little time, the client is impatient. With the help of OTRS which supports processes related to handling tickets, you have the opportunity to be up to date with all the information about the status of a product. Thanks to the mobile version, each ticket notification is updated on a current basis, and thanks to the RWD adaptation you can easily shorten the service time using several devices at the same time.
Of course, you can invest in mobile or responsive technology. What is the point of having a separate domain, content, and navigation in the mobile version? Responsive technology has one solution for all content. Another advantage is the common domain and the ability to customize the content of the page to make it lighter, e.g. we can hide some graphics on a given device. With one domain, it allows us to track sales and monitor website statistics without any problem. Designing a responsive website allows to save up on having a mobile application created. It’s a technology that adapts to the user, not the other way round! Those companies whose business is mostly conducted online must be easily accessible where their potential customers spend the most time. After all, mobile phones are the best medium for advertising and increasing brand awareness.