10 reasons why you should use a responsive website and its main advantages
Ensuring a good placement on Google searches and improving the user experience are some of the reasons why a responsive site is essential for your results
Do you have visitors who access your site from both desktop and mobile devices such as mobile or tablet? Is your website adapted to be viewed on all types of devices? With the evolution of the devices that we carry in our pockets, it is increasingly important to work with a responsive website, which adapts to any format.
Right here at Resultados Digitais, in the first half of 2020, we recorded that 1 out of 3 people who access our website do so through mobile devices. This is a very considerable volume in relation to the total flow of visitors, and having responsive pages is essential to serve this audience well.
In this post, Blue World City will make you explore some of the basics of responsiveness and show you some of the advantages it brings in terms of performance and results.
Some questions we will answer throughout the post are:
- What is a responsive website?
- Why do you need to have a responsive website?
- How can a responsive website help your business?
- What can happen if you don’t adapt?
Web browsing goes far beyond the desktop
It’s been a while since anyone says “I’m going to go online”. Just pick up the phone next to it, connect and go. Without any difficulty and we are already online. Even devices like watches, bracelets and even items from our home like TVs, lamps or even refrigerators are connected.
Serving the audience that mainly uses mobile devices, a behavior so common for a large part of the population is an important way to think about how it can influence your business – throughout the content, you will see some research that proves this statement.
One detail needs to be taken into account: most of these people are browsing either apps or websites adapted for mobile devices. This leaves us on the alert that we need to make our business is also adapted for these users. Otherwise, the chance of him leaving our site because of a bad experience and going to a competing site is huge.
And this is where the advantages of a responsive website arise.
What is a responsive website?
You know that website that you open on your cell phone and the screen is even adjusted, but with such small print that you need to zoom in to read? So this is not a responsive site.
Responsive websites are intelligently designed to adapt to any type of resolution, without distortion. A responsive design identifies what is the width of each device and, in this way, can determine how much space is available and how the page will be displayed so that these spaces are used in the best way. It also adjusts the dimensions of images, fonts and other elements on a page so that they are not disproportionate.
In very practical terms, it is that site that, with the same layout, adjusts perfectly to any resolution in a harmonic way, giving the user the same reading experience, regardless of the device through which it is being accessed.
Another common confusion is between responsive sites and mobile versions of a site. There are some differences between these two definitions, as we’ll see below.
Differences between a responsive website and a mobile version
Responsive is any website designed to be adapted to any type of screen. It is a single code structure that works at different resolutions.
A mobile template is a little different, it’s a separate second site, made exclusively to be opened on certain types of devices.
The recommended, for several reasons you’ll see below, is that the site be responsive. However, if it is not yet possible or if you have an ongoing project for this adaptation, a mobile version or a plugin that adapts to mobile devices is an interesting option as well.
The Results Digitais blog is now responsive, but for some time we have been using the WP Touch plugin, which automatically makes a new layout whenever a user accesses your site via mobile device. It was an interim measure until our new 100% responsive layout was ready.
10 reasons to have a responsive website (and its advantages!)
Now that you are in context and understand what a responsive website is, it’s time to talk about the top 10 reasons you should use this feature on your website.
1. Improve the user experience
User experience is everything and it brings concrete results. If a user is satisfied with your website, with the feeling of having had a positive experience, the chances of him converting to your product or service are above 60%.
However, when a user accesses your page via a mobile device and does not find what they are looking for, there is much more chance that they will give up and go to another site.
Use your browsing experience as an example. Whenever you open a website on your cell phone and notice that it is sloppy, with small print and images that are difficult to understand, are you satisfied?
These days, providing a pleasant user experience accessing your website via mobile devices is essential to your SEO results as well.
2. Mobile access is growing (and should continue)
According to IBGE data, cell phones are the main means of accessing the internet in Brazil. Between 2017 and 2018, the percentage of people aged 10 or over who accessed the internet via cell phone here in the country increased from 97% to 98.1%.
This growing trend of Internet access via mobile devices was confirmed in the Digital 2020 Global Overview Report survey. It shows that of all global internet traffic, 53.3% is via smartphones, with a further 2.7% via tablets, which gives a total of 56% via mobile devices, while laptops and desktops are left with 44% of global internet access.
Evaluating the result of December 2019 with that of December 2018, the growth was 8.6% in traffic via smartphones. The same survey still shows the evolution of this percentage year by year. In 2014, for example, the volume of internet access via smartphones was only 31.8%.
In total, there are already 4.1 billion mobile internet users, and this growth trend should continue for the next few years with the evolution of connection speed.
3. Meet the Mobile First Index
Google favors responsive websites and, especially when searching via mobile device, gives preference to these sites, naturally increasing organic traffic. One of the 2015 Google updates, for example, earned the endearing moniker Mobilegeddon (Mobile + Armageddon). Google’s intention was to favour sites that are responsive or that already had a mobile version over others.
Due to the numbers we’ve seen before, in March 2018 Google announced that it started prioritizing the mobile version of a website when indexing it. The change called the Google Mobile First Index makes the use of a responsive site mandatory from then on.
Before that, indexing was primarily done by the desktop version of the sites, which caused conflicts in the case of different content per device. That’s why Google has set a deadline for all sites to adapt to the change. After the date, the rule is pretty clear: if the site has only one desktop version, it will no longer appear in search results.
This date was initially set for the month of September 2020, but due to the Covid-19 pandemic, the deadline was extended until March 2021, as we reported on our blog.
- If you still have questions about the topic, check out the statement made on the Google Webmasters blog that already shows a checklist of technical details for you to prepare your pages for indexing, prioritizing the mobile and responsive version.
Therefore, having a responsive site not only helps your site to appear in search results, but it has become a mandatory item to continue generating results organically.
4. Increase page speed
One of Google PageSpeed Developers ‘ recommendations is that above-the-fold content on a mobile device loads in less than 1 second. And full-page loading in less than 2 seconds.
In most cases, this becomes unfeasible when a desktop version of the site is loaded on a mobile device. The loading speed, in addition to being a ranking factor for Google, also harms the user. If the site takes a long time to load, there is a high probability that the user will close the window and look elsewhere for what they need.
A responsive website is already lighter and optimized for mobile devices, so it loads naturally faster than a desktop version.
5. Decrease bounce rate
Having a responsive website also reduces the number of users who enter your website and leave without any interaction.
This item is linked to the user experience, since, if he is not well received when entering the page, the chances of him closing and giving up – or going on to another survey – are great.
It’s important to be careful with this bounce rate, as if it’s too high, it could be interpreted by Google as a sign that the content isn’t relevant. And when that happens, the chances of your page losing positions are great.
6. Increase sales
With the increase in the volume of internet accesses via mobile devices, the number of online purchases made through these devices also follows the same growth trend.
Data from a survey conducted by the National Confederation of Store Managers and brought to the E-Commerce Brazil portal show that 86% of Brazilian consumers connected to the internet made at least one purchase in 2019, and of this total, 67% used the smartphone to complete the purchase.
The numbers show a trend that is in full swing. Having a responsive app or website for eCommerce, for example, is a way to increase your sales by increasing your purchase completion rates.
7. Increase Leads Conversion Rate
As well as increasing sales, there is also the possibility to increase conversion and generate Leads through mobile devices.
If you use social media to promote your materials, it’s very important that your pages are responsive. The user may be browsing networks on their smartphone when viewing your link in the news feed. And if, when clicking, the page is misaligned, it is much more likely that it will not convert than that it will reopen the link on the desktop.
Here at Digital Results we have responsive Landing Pages, which certainly contributes for to have conversions via mobile devices.
8. More social media shares
According to the same Digital 2020 Global Overview Report, now looking only at Brazil, we see that there are already 140 million active users on social networks, which represents 66% of the country’s population. This number shows the strength of these networks and how they are part of life not only for Brazilians but for everyone around the world.
As access to social networks takes place primarily through cell phones and tablets, there is nothing smarter than being responsible for your website. The chances of your pages being shared on social networks by these users are much higher if they have a pleasant browsing experience.
Furthermore, having only a single responsive page makes the experience more pleasant for those who access a link that was shared via cell phone by someone else. This prevents a mobile version – usually very short – from being opened on a desktop, such as those domains, for example, “http://m.site.com/slug-da-pagina” , or “http://site. com/mobile/slug-of-the-page” .
9. Prepare for future devices
One of the biggest advantages of a responsive design is that it is made for different resolutions rather than different devices. That is, no matter what screen resolution your visitor is using, the layout will adapt.
This opens a loophole for future devices, which may be released with different resolutions. A responsive layout makes your website ready for any device, even those that don’t already exist.
10. Accessible by any browser
We’re past the time when some sites only opened or worked well in one browser or another, isn’t it? It is no longer possible to say that “opening with Internet Explorer will work”. We need to access everything quickly, without any hindrance.
And that’s another essential reason to implement a responsive website. The adaptation of these pages also takes place for the different types of browsers used, facilitating access for each user in the way they prefer to browse.
Ensuring a good placement on Google searches and improving the user experience are some of the reasons why a responsive site is essential for your results Do you have visitors who access your site from both desktop and mobile devices such as mobile or tablet? Is your website adapted to be viewed on all types of…