Paul asked the audience if he thought responsive was the future or a fad. Half the audience said it was the future, while the other half thought it was a fad.
Paul continued with the presentation by asking the question below:
1) The case for the user
“From a user perspective, a site built using responsive design offers a high quality experience. Responsive design -when done right – provides for a fsimpler and faster experience”
- Maani Safa, innovation director at Somo
2) Case for the retailer
From the point of view of site owner, design only needs to be built once, saves time and money.
Matt Curry from LoveHoney said they saw a 60 – 100% increase in conversion rate after going responsive on their site.
Consider using the footer to promote the USPs on mobile and tablet. On mobile, consider adding in USP messages to your primary tools/navigation menu to view them regular visibility.
Tools to streamline the user experience should be available on all devices. If you provide a wish list or save feature, ensure that by logging in visitors can browse and show when it suits them on all devices.
For example, the company Asos, have predicted search and kept this for mobile and desktop which is great for their users. They also have the “come back later” tag on the site for the different products.
If you predictive suggested search on the desktop site make sure you keep this for mobile and tablet. If you have large product sets, producing intuitive filtering across devices, is a must. Don’t take away this key feature for mobile visitors.
Do you have a persuasive, transparent payment proposition?
Provide transparency of your service proposition is crucial for conversion.
The key goals for navigation is that it has to be simple, fast and clear.
Simplify the navigation to suit mobile and streamline your checkout.
Provide flexibility for visitors in both visual display and delivery options.
Bigger means better on mobile: make buttons and form fields finger friendly.
Going responsive or not, brands need to have a mobile optimised user experience to stay competitive and not lose mobile sales.
Users do not care whether your site is mobile optimised or responsive – they just want the same tools and features for browsing and filtering across all devices – and they don’t want to have to zoom in and out !
Provide both device specific user interactions and give visitors the ability to choose whether they have a richer or simpler browsing experience.