Why responsive design is vital to your future

Posted: Monday 9th July 2012 in eCommerce Technology, Thought Leadership.
Illustration showing how a responsive website changes to the size of screen

Why Responsive Web Design is a Big Deal for your Online Future

Retail customers can now view shop windows 24/7, be it online at home, in the office or on the run with an iPad or smartphone.

With London Transport planning to turn on free wi-fi in time for the Olympics, at least queuing visitors could be looking at their favourite brands while they are in the queue! It could be a timely opportunity to rethink what your customers need from your website and make sure your shop front is looking good – on all devices.

What Is Responsive Design?

Responsive web design is the latest exciting trend that has got web designers and marketers talking. When the already popular BBC website recently switched to a responsive designed site, it soon became a new benchmark with many people starting to wonder whether they should refresh their websites too.

Responsive web design is the technique that ensures your one website adapts its shape to suit the screen size or device it is being viewed on. John Godwin, Summit’s Creative Director says:

“You want to make sure your content suits as many of the different platforms as possible. In the past, two websites would have had to be created to cater for desktop and mobile. In essence, responsive web design is the digital equivalent to shop fitting a store that is constantly  changing its size, shape and layout.”

Benefits of Responsive Designs for eCommerce

Responsive websites are good for your business, with advantages including:

  • one platform
  • one CMS
  • one image library
  • one checkout
  • one payment gateway
  • no need for an app if you don’t want one

Better Customer Experience

Responsive designed sites are also a better user experience for your customers with spin-off benefits for your business.

  • Responsive sites are easier to read,
  • User experiences are consistent across all their devices making for happier readers,
  • Customers will spend more time on your site, will be more likely to read more of your content,
  • If the content looks good on mobile and iPad, they’ll be more confident to share it with their friends.

Responsive Design is Better for Google

One site means a whole lot less work for Google to index all your content. As more users spend more time on your site, this may help to influence and improve the SEO for your site and its rankings on Google and other search engines.

Future Proof Design

As new devices for browsing the web appear on the market, eCommerce website designs based on preset resizing will become outmoded. A responsive designed site will automatically rescale which good news for you and your customers.

Summit is currently building responsive sites for a select number of our clients. Give us a call or come in and see us to find out more about responsive design and how it can help your online business.

Contact Chris Dickson on 0203 428 5300.