Does your company’s online presence support the massive consumer shift to mobile online viewing? 2014 is the year Mobile web interaction will surpass desktop surfing by a huge margin. Is your business being optimally shown to your audience?
Mobile consumer engagement numbers have sky rocketed over the past several years to now surpass desktop online user activities. A recent statistic from Pew research written on entrepreneur.com states:
As online user behavior changes, companies need to capitalize on how people respond and interact with their brands content online. In the past 5 – 10 years websites, emails, landing pages, and other content were developed to work on an average monitor size ~ 1024×768 resulting in a common width of 960 pixels. Now with the availability of mobile devices, the width of the screen viewing areas have drastically changed to a range anywhere from 480 pixels (mobile phone) to 1920+ pixels. This vast difference in view able screen area causes a new need for businesses to understand their customers and how they interact with their brand.
Understanding your audience:
How important is it to be properly optimized for mobile content viewing? Well, depends on how your audience interacts with your website. Reference your web analytics and answer such questions as, How do the new visitors find our site though mobile search? Do your returning customers log into your client portal via a mobile device, or desktop? These are valuable data points to understand when deciding how to properly present your companies content to your audiences. Ultimately what’s important is to provide your content with clarity to your user audience. Moving forward as the trend shows, optimizing your company’s content on the web for all platforms will be the best way for users to engage with your brand over multiple viewing platforms. The quickest way to describe how your company should present content to your audience is by placing huge emphasis on responsive web design. Let’s explore below:
Responsive design (RWD) – although this term is buzz worthy at the moment, it’s important to understand what it is and why it matters. Responsive design is important because it impacts your audience’s user experience while they view your content. By definition: Responsive design responds page content to the specific screen size of the visitor. The easier it is for consumers to digest your content the more likely they are return to your page, email, blog posts, etc. Responsive design is way for your brands online presence to be read and understood with ease so users won’t quickly bounce from your site.
What does it mean for my content to be responsive?
Have you ever landed on a web page via your mobile or tablet device that has you grabbing for your glasses or pinch zooming around the page? These pages are unresponsive and did not adapt to the screen size of the device you were using. This usually results in an unpleasant viewing user experience for you as the reader. The problem with negative user experiences is that you quickly loose visitors that do have potential to be converted to leads, customers, sales etc. Even worse, your current clients might be having a hard time using login portals or receiving important information from your business.
Responsive content provides an experience that has easy to read text +sizes, photos that auto adjust, and content blocks that adjust per the width of your device. For instance see our resources page below, on the left is mobile viewing experience where the right is regular desktop viewing experience. No part of the information is lost or not user friendly when displayed on mobile.
Where to start:
Eventually we will see all sites be “fully responsive” for an optimal viewing experience. Before we suggest re-doing your entire site, there are a few methods of responsive design that you can implement such as email campaigns and SaaS platforms for your client to test the response from your audience. Work with your content marketing team and web developers to explore the options of creating responsive content so you don’t lose valuable visitors. Online tech news site, Mashable, has a helpful article titled, 7 Tools for Creating an Optimized Mobile Website to start your journey to mobile optimized website design.
Search Engine Perspective:
Googles latest search algorithm, Hummingbird, places a new emphasis on mobile related search and recommendations for responsive content. This update allows for users gain better search results when they access search engines on the go with mobile devices. Another important fact to notice is that google now recognizes responsive websites/content as something important for web developers to focus on. In fact, now they recommend for your content to be cohesive and responsive for better overall authority when search engines crawl your site.
As the trends are showing a shift from desktop to mobile internet usage, businesses should act in time accurately capture their audience’s attention over multiple platforms. The goal is to facilitate your content to the specific interface of device to your customers. Putting a support system in place to optimize your company’s content is the best way to gain authority on the web moving forward. Questions or comments about responsive design? Contact us today.