Responsive Web Design

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1 Responsive Web Design FAQ: What You Need to Know About Going Responsive FAQ

2 Introduction More than half of American adults own a smartphone and 63 percent of all cell phone owners use their phone to access the Internet. As dominant use of desktops and laptops shrink to tablets and mobile devices, how are modern day websites changing for smaller screen sizes? Responsive web design is the new method web developers use to adapt websites to the diversity of screen resolutions. Below uncover what responsive web design is, best practices and determine if a responsive mobile site should be part of your marketing strategy. What Is Responsive Design? Responsive web design is a new approach to creating websites, which molds and flows to the type of device the visitor uses when interacting with a web page. Shifting from standard desktop and laptop layouts, responsive design includes mobile and tablet in portrait and landscape layouts. While responsive design by definition addresses adjustable screen resolutions, it greatly impacts the visuals, content and overall design used for a website. A Lesson in Screen Resolution Innovations in touch screen manufacturing are opening new varieties in screen sizes, but there are still some mainstream dimensions web developers build for: Desktop: 1280 x 1024 pixels Laptop: 1280 x 800 pixels Tablet: 768 x 1024 pixels Smartphone: 320 x 480 pixels While there are standardized screen resolutions, annual releases of new smartphones result in difficulty to design a one size fits all. Think of the difference in phone sizes simply between the top smartphones in the marketplace: the iphone, Motorola Droid, Samsung Galaxy and HTC One. As technology moves forward, it is important to monitor mobile device changes to improve responsive design down the road. Responsive Web Design FAQ: What You Need to Know About Going Responsive // 2

3 Mobile Site What Should My Mobile Site Feature? Mobile sites are rarely an exact copy of the standard company website and this question will ultimately be answered by your website analytics. Based on the percentage of mobile visits, analyze where visitors are going on your website and what you want them to accomplish. Are they interested in mobile commerce? Are they searching for business locations in their area? Or do they simply want your contact information? Regardless of action, some design tips to consider when building a mobile site include: Simpler navigation - this means being selective of what pages should be available on mobile sites Larger buttons that are tapable to accommodate fingers and thumbs Less text and larger, legible fonts Click to contact phone and functions Integration with smartphone maps to direct to your place of business Smaller file uploads for easy loading B2B Responsive Web Design Example Salesforce, a leader in CRM software, translated its native website s strong visual hierarchy for mobile devices. Minimizing the navigation to highlight top uses (the login, free trial and expandable menu options), simple product grouping on the homepage and push-to-call functions keeps it informative and small screen friendly. Responsive Web Design FAQ: What You Need to Know About Going Responsive // 3

4 Form & Function How Does This Change My Images and Content? A knowledgeable web developer will modify your images to fit different monitor sizes, which means cropping and scaling each image. When purchasing or creating original visuals, think about how they will be viewed in smaller formats. Images such as a panoramic shots or very detailed photos may not translate as well when viewed with a smartphone. Unless visitors to your mobile site are reading a blog post or product specifications, long descriptive copy is best left off mobile optimized sites. Keep the content to the point so the entire paragraph is read with minimal scrolling or, ideally, within the screen. How Are Mobile Sites Different from an App? A mobile or tablet app will serve different purposes and achieve different goals compared to a mobile site. Implementing responsive web design means creating a website that shifts to the device used to access the Internet. An app on the other hand can have multiple functions, such as sales, games, books, education, events, lifestyle and more. Most B2B companies marketing needs can be served by a mobile website, not an app, due to the customer audience, return on investment and its ability to fold into a current web marketing strategy. What About Mobile Commerce? When purchasing or creating original visuals, think about how they will be viewed in smaller formats. While M-Commerce is still in its infancy, if your company reaches niche audiences such as early tech adopters or millennials it may be worthwhile to explore E-commerce on the mobile site. Examine user analytics on your native website such as device type, average transaction price and shopping cart timeouts. If your established website is already a strong sales vehicle, making it mobile will allow customers to interact and purchase products on the go. Responsive Web Design FAQ: What You Need to Know About Going Responsive // 4

5 Responsive Design for Business Does My Business Really Need Responsive Web Design? As the number of users who access the Internet with cell phones increases, B2B businesses should invest in responsive web design to provide customers with the best online experience possible. Examining number of mobile visits isn t the only data you should focus on, establishing a successful mobile site should also take into account: Type of device. Google Analytics now feature mobile data broken down by device type. Educating yourself on user s smartphone type can open opportunities specific to their hardware when product updates come along. Type of visit. Conduct an audit on which pages a user accesses from a smartphone. Contact, location and about pages rank high for generic search results and optimizing those pages with geolocation, push to talk buttons and simple visuals makes communicating with your business easier. Type of design. Handing your current website s desktop layout over to a web developer is making too much room for assumptions. Approach the process with concrete analytics and emphasis on the mobile experience. This means simplified navigation, fewer child pages, single column views and linear displays. Implementing action-oriented, user-centric design elements built for mobile and tablet devices is an effective marketing strategy to position your company as nimble and accepting of audience preferences. While responsive addresses the core function of the development, the design in responsive web design is critical for a company s mobile success. By utilizing current web data, determine if the site build investment should be made in the next one, five or ten years. Contact Bop Design today for a complimentary marketing assessment and more information on responsive web design for your business. Responsive Web Design FAQ: What You Need to Know About Going Responsive // 5

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