Users experience websites on a variety of devices and screens including smartphone, tablet and TV and they expect a good browsing experience on whichever device they happen to be using. So it is crucial that you consider mobile in your overall web strategy.
As a multi device digital agency, we focus on optimising our clients websites for multiple screens and devices to increase engagement from customers.
❖ 72% of users said that mobile-friendly sites were
important to them
❖ 67% of mobile users say that when they visit a
mobile-friendly site, they're more likely to purchase
the service or product
❖ 61% of users said that if they didn't find what they
were looking for right away on a mobile site, they'd
quickly move on to another site
❖ 79% of people who don't like what they find on one
site will go back and search for another site
❖ 55% said a frustrating experience on a (mobile)
website would hurt the perception of the brand
Responsive websites use CSS to scale and format content to the screen on which the site’s being viewed.
Our own website (this website you are browsing) is responsive; if you resize your browser you can see how the different page elements rearrange to better fit your window.
Responsive design usually means serving the same content on a single URL and builds on the idea of 'one web'.
For the majority of clients a responsive website is the ideal solution for a multi device world. However if the requirements of the mobile users are significantly different to those of a desktop users an Adaptive Mobile website or an App might be more appropriate.
Adaptive uses server side detection and based on the capabilities of the device detected, serves up a separate version of the website for that device.
This allows greater control over the content and features for a very different optimised mobile experience but can mean higher costs to maintain, especially given the amount of different devices on the market today.
Responsive websites work well when a site has fairly simple functionality and where the intent of users between mobile and desktop is not significantly different.
Adaptive websites work well with very functional websites and when the mobile user experience needs to be significantly different or performance is crucial i.e. e-commerce.
Each technology has its own merits and the decision on which strategy is best for you can only be made after careful deliberation and by focusing on your customers needs and understanding your business objectives.
You can see examples of responsive websites, adaptive websites and apps on our mobile portfolio.
If you would like to discuss your mobile strategy, please get in touch with us today.