The lack of a responsive web design can cause the loss of traffic and potential customers to your site.
In order to ensure that you are maximizing the capability of your site potential, it’s important to ensure that your site is designed to accommodate all visitors regardless of the type of device that they are using when visiting.
One of the hottest new trends in web browsing is through use of a mobile device, but often, the site that they are trying to access can not properly accommodate their request.
Either text is shrunken too small to see, or it is too large and nearly impossible to read. Distortions like these can result in the loss of web traffic.
Countless times, frustrated would be browsers give up trying. Responsive web design allows customers to access your site from any type of device successfully.
Conversion rate on responsive web sites
Responsive web sites are able to adapt the images to any device that is trying to access the site. This boosts the number of viewers who are converted to buyers.
A sales ready web site must include clear conversion paths. This includes the need for web responsiveness in order to keep the visitor and maximize the conversions.
Low bounce rates, higher chances of having conversions
When visitors cannot satisfactorily access a website, the simply leave, and nobody wants a high bounce rate on their websites.
Making the site fully navigable by any device increases the chances that they will look around your site, clicking various interesting links and pages.
Optimize images, JS and CSS
The size of webpages on average is growing. This sucks up more bandwidth and slows down the loading process because of the larger size. Reducing the size of the webpage to optimize loading speed is recommended.
Use these following tools to achieve optimize images, JS and CSS. Of course, there are alternatives to these. If you don’t like them, you can easily find a lot more that do the same thing.
JPEGmini
CSS minifier
JavaScript minifier
In addition, reducing the number of redirects and round trips to first render will also help with the issue. Optimizing JavaScript execution and rendering time and avoiding external blocking JavaScript and CSS in above the fold content are other steps that can be taken.
Shopping on your phone or tablet
Websites that are constructed with a desktop friendly design and are not optimized for devices such as smart phones and tablets can create real headaches for users encountering lengthy forms to complete.
The difficulty encountered by users of these other devices often decide that it’s not worth the hassle and make their purchases from a competitor that has employed the use of a responsive web design that adapts to meet their shopping needs. The bottom line is that if browsing is not reasonably easy, the end result is the loss of traffic and sales.
Getting high conversions on ecommerce sites
Designing a product page that provides the most important information and features above the mobile fold improves ease of navigation and access.
Of extreme importance is optimizing the shopping cart processes and flow for smart phones and tablets as this is the point where a high percentage of bouncing occurs and sales are lost.
Data driven conversion optimization features may be implemented to make access, navigation and checkout processes easier for any device used. This increases the overall revenue picture through the increased conversions.
Show only what’s important
The website content that is optimized for mobile users will cut out the extraneous information and get the most important information to the fore quickly. If you want to turn the visit into a conversion, the information must be quickly and easily accessible.
The first message to get across is how the product will solve the customer problems, a description of the benefits of the product and why your website is the best resource for purchase. There is a small window of opportunity here and this is why optimization for smart phones is vital.
Use call to action buttons properly
The buttons which enable the visitor to make a purchase should be visible and easy to access from the beginning. If a potential customer has to scroll through extraneous information or search to find the buy button, there is a higher potential of losing the sale.
People are looking for ease in navigation and completing their shopping processes. Another benefit of having the buy button visible at all times is that your website is more apt to capture the business of impulse shoppers.
When the notion to purchase hits, be ready with a well designed site that has taken this concept into consideration and made the proper provisions.
Simplify the checkout process and use smaller forms
Closing of the online sale in the quickest and easiest manner possible is a priority. Many businesses design marketing strategies that include gathering demographic data to help make future forecasts based on the information that is gathered.
Although this may help with some stages of marketing, it can work against you when completing the checkout process. Short forms that only gather the information that is needed to complete and fill the order is the best method to keep conversion rates high.
Frustrated or bored customers are apt to bag a time consuming process and go to a vendor that has an easier process. You can simply follow up with a telephone call or email at a later time to gather additional information.
Use tabs
Your e-commerce business can be enhanced by creating tabs on product pages that help smart phone users to more easily find exactly what they are looking for.
The goal is to help them avoid as much unnecessary scrolling as possible. By separating information into categories or even subcategories, you are creating a more organized system for viewers to navigate.
A/B testing is your friend
Select an A/B testing platform that will help you to track conversion rates meticulously. One which categorizes the type of device used to access the site, such as desktop, tablet or mobile phone will help you to get a baseline of your conversion rates.
You can then experiment to discover what types of optimization strategies bring the highest conversion rates for each device.
By doing this you can discover where roadblocks exist for the variety of users that will visit your site. The information will be helpful in strategic planning for improvement of services projects.
A separate mobile site is not the solution
You may be tempted to set up a separate site that is optimized solely for mobile users. This may sound good in theory, but in practice, you may be defeating your purpose. Users are likely to access the website from multiple devices.
If they receive different information from a dedicated mobile site than the information provided on their desktop, the chances of them leaving and finding a different provider is increased.
This is another reason why a dedication to continuous improvement through A/B testing and multivariate analysis is vital. Implementing a responsive web design makes the most sense. It lends consistency and reliability to the personality of the company.
Conclusion
As customer behaviors are evolving because of technological advances, web site owners must also change to meet the rising expectations of customers.
Optimizing web sites to load quickly and provide the necessary information to get customer attention and provide the means for a fast and seamless checkout is the goal of e-commerce business.
The graphical elements that look great on a desktop may be the elements that cause a major loss of conversions from tablet and mobile device visitors.
Keep your information clear and only include what is important for the visitor to know. Use tabs on product pages to help categorize information and make it easier for smart phone users to find.
Online shoppers that become frustrated because the site is not easy to navigate will simply take their business to a site that is easier to use. The loss of a single sale can also be translated to the loss of repeat business as well.
Providing responsive web design keeps you in the current and trending market of mobile phone shoppers that is almost certain to increase.
Understanding that a fast and easy to access of the message, and provision of fast loading descriptions will keep the visitor interested long enough to make the decision to purchase.
Make sure that they don’t get bogged down or frustrated with any step along the way.
When your website is fully optimized to provide fast, reliable and easy to access services, you’re part way there.
Careful analysis through A/B testing will help you to determine where you may be losing conversions and where further optimization is required.
It’s important to remember that there are scores of websites that have already honed in on the value of using responsive web design.
They have many satisfied customers to attest to the fact that it works in driving traffic and increasing sales.
Making the move to responsive web design makes the most sense for serious e-commerce businesses who are after higher conversion rates. It’s time to stop leaving money lying on the table.
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