Responsive Designs Could Hinder Conversions – Optimizing for a Responsive Mobile Experience

access_time January 6, 2020
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Responsive design is an approach to web design that makes your web page look good on all devices like desktops, tablets and phones. A responsive design adjusts to the size of the screen it is viewed on and this is accomplished by using CSS and HTML to resize, hide, shrink, enlarge or move the content to make it look good on any screen. Apparently, this is an attractive technology that will help a user access any information he wants on his favorite device while even on the move. However, there are certain intrinsic drawbacks in responsive design technology that could hinder your conversion goals and impact adversely your business growth. Several studies have shown that condensing all the desktop content in to small screen has adversely impacted goal conversions on several instances. The suggestions given below will help you determine what you need to highlight, remove or optimize on your mobile site and give greater clarity to what your responsive design should include. Target the Mobile User with the Most Relevant Content Only Target the mobile user with relevant content only. This is because providing mobile users with huge unnecessary content will clutter mobile sites, which a user on the go may find it unnecessary and annoying. Delivering unnecessary information to him will put him away and make him confused, forcing him to exit the site altogether. This will adversely affect conversions. You should think about the mobile web experience and the mobile visitor’s state of mind instead of simply transferring the desktop design to a mobile one. Image Scaling The look and feel of an image appearing in desktop and mobile will definitely be different. Though images scale down with responsive designs, an image that looks visually appealing on a desktop can suddenly become distracting on a mobile site. Sometimes it may take up the entire screen of your mobile phone and making it very irritating for a user. Product images that display well on a desktop may appear cluttered on a mobile phone and users will ignore the product altogether. You should then take particular care to ensure that images are optimized for mobile sites and will scale to the appropriate needs of the visitor. Simple Navigation One of the most important elements that every mobile site should include is a clear and functional navigation bar. Having a visible, easily accessible menu or search bar helps mobile visitors get where they are going quickly. Mobile visitors want to find what they are searching for without any delay so the navigation should be such that it helps mobile visitors achieve their goals more quickly. Avoid Displaying Popup Avoid using on mobile, overlays & popup meant for desktop users, as these tend to distract mobile users. Mobile users do not want to be disturbed by popup etc. They want to find the information they seek the very moment they land o the site; anything that disturbs or blocks their view is an irritant. They are likely to exit the site altogether. Display Prominently the Call to Action Button Your mobile site should have a “call to action” button that should tell the visitor what to do. It is through this call to button that company achieves its conversion goals by provoking the user to take the necessary action. The call to action button should then be displayed prominently so that it is clearly visible to him at the outset.

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