If you thought responsive web design was going to be a passing trend, and therefore not something to concern yourself with, Google has proved you wrong. When the most popular search engine in the world implements a new search feature with the power to hurt your ecommerce business, it's time to pay attention.
Last week, Google Mobile announced it will let users know when a website may not be supported on their device. That’s right, if your website uses Flash, which isn't supported on iOS or Android 4.1 and higher, mobile users will be told it may not work on their device. Responsive web design just became exponentially more important.
How Does Responsive Web Design Help the User Experience?
If people visit your website and see a blank white box, they’re obviously missing something. More importantly though, your ecommerce business is missing out on potential sales opportunities. People aren't going to buy what they can’t see. Sure, you may get lucky and they'll remember your website when they’re on a computer. But realistically, they’re much more likely to seek out a different, more convenient, option. Responsive web design eliminates this problem. Making your website accessible on multiple platforms will increase your conversion rate and decrease your bounce rate.
How Important Is Responsive Web Design?
Responsive web design is definitely a popular trend in the eCommerce industry right now, but it’s also a trend that isn't going to go away. This shouldn't come as a surprise. According to the Custora High-Growth E-Commerce Index, close to 40% of all online shopping was done on mobile devices on Black Friday last year. That’s right, on the busiest shopping day of the year, nearly half of all online purchases were made on mobile devices. On top of that, mobile spending on Cyber Monday increased by 55 percent last year compared to 2012. There is no reason to think those numbers won’t go up this year. Do you really want Google telling users your website isn't going to work on their device?
What Can You Do?
If you’re not utilizing responsive web design you’re not taking advantage of all the sales opportunities, it's as simple as that. We’re a mobile society these days, whether it’s tablets or smartphones, it’s time to give the people what they want. 84 percent of people with smartphones or tablets use them while watching TV according to the 2014 Digital Consumer Report from Nielsen. Plus, the average adult spends seven more hours per month online on their phone than they do on their computer.
Online shopping should be easy, not a chore. Responsive web design will not only give your eCommerce website a boost, it will put it in line with the most recent trends. Click the button below to download your free guide to responsive web design and find out what you can do to enhance your business’s mobile presence.
