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Winnipeg 530 Kenaston Blvd. Suite 240 Winnipeg, Manitoba R3N 1Z4 t: 204 219 8838

marketing

SUMMARY

Kitchener 500 Fairway Rd. S. Suite 201 Kitchener, Ontario N2C 1X3 t: 519 576 0895 f: 519 576 2970 tf: 888 447 7727

WHY YOU SHOULD ADOPT A RESPONSIVE DESIGN WEBSITE

e: [email protected] sherpamarketing.ca

If we told you that you could dramatically improve the user experience on your website for half of your Internet traffic… that we could get those people to stay on the site longer, view more pages, and convert more often (whether through e-commerce or whatever final call-to-action your site drives)… You would probably ask… “How?” The answer is simple: Responsive Design.

WHAT IS RESPONSIVE DESIGN?

The short answer is it’s a combination of design and programming where websites are crafted to automatically adapt and scale appropriately with the browser size / device being used to view the site. On a responsively designed website you’ll notice elements shift or even get eliminated completely as you re-size your screen or view the website on a tablet or smartphone. NUMBER OF GLOBAL USERS (MILLIONS)

marketing

2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0 2007

2008 Desktop

WHY RESPONSIVE DESIGN?

2009

2010

2011

2012

2013

2014

2015

Mobile

In a world where mobile devices (including tablets, smart phones, and who knows what’s next) are being used more and more, having a website simply “work” on these devices is no longer enough. Mobile device users are demanding better browsing experiences and a strategic responsively designed website is the way to go. A website optimized in this fashion becomes more user-friendly across a wider range of devices. By eliminating horizontal scrolling and the need to incessantly pinch and zoom to see content or navigational elements, your end users will have a much better experience. Google predicts that mobile/tablet website traffic will exceed desktop traffic by 2014. Mobile-optimized sites are proven to have better user-statistics – visitors stay on the website longer, view more pages and are more likely to convert. This means one of two things… either you have a massive opportunity to provide value to your Internet visitors and create a unique competitive advantage for yourself or your competitors will seize the opportunity and act first.

Sherpa’s client, DEKALB opted for a responsively designed website. Within one month of the site’s launch, the website traffic report shows vastly improved visitor engagement with the site. This is consistent with other examples where responsive design has been implemented. Crédit Agricole, for instance, saw greatly improved page views, time on site, and bounce rate. The table below summarizes the results: WITH RESPONSIVE DESIGN

D U R AT I ON OF VI SI T

Increase 161%

N U M BER OF VI SI T S

Increase 217%

N U M BE R O F PA G E V IE W S

Increase 664%

Similarily, with DEKALB’s responsively designed website, tablet and smart phone visitors are staying on the site longer, viewing more pages, and are ultimately having a better experience as they browse through the website. Whatever the ultimate goal of your website (i.e. providing easy access to post-sale product information, drive phone calls to your business, or complete an ecommerce transaction), allowing visitors on multiple devices and platforms to have a great user experience will improve engagement with the site and ultimately lead to more conversions. We challenge you to look at your analytics software and see how much of your website traffic is from mobile devices. Is it 20%? 30%? 40%? Whatever it is now, expect it to be more 6 months from now, and more still a year from now. Compare your mobile traffic performance against the traffic coming from desktop/laptops. Numbers don’t lie, and your website traffic will tell you if they are satisfied with the mobile experience. If not, maybe it’s time to invest in an upgrade. Get ahead of the curve and contact a Sherpa account manager today to discuss responsive design for your website. http://usabilitygeek.com/responsive-web-design-case-study-credit-agricole/