Our SVP Customer Experience Group, Patrick Collins, was recently featured in iMedia Connection discussing How to Take Responsive Design Even Further. We will be revealing the three tactics he suggested over the next few weeks so make sure you check back for more information!
Responsive design offers a seamless experience across devices for the consumer, but if a brand wants to truly offer the ultimate customer experience, they are also looking at utilizing site optimization techniques, like A/B testing and personalization. The challenge: Few have done it, and even fewer have shared their experience. If you have a responsive website with four breakpoints, a couple of A/B tests, and personalized content, it can get a little tricky.
Fifteen percent of enterprise websites are already using responsive design. The quick adoption of the single site approach provides a consistent website experience across devices, SEO benefits and the removal of team silos for a more holistic website approach. Optimization and personalization are also on many roadmaps as some of Marketer's highest priorities for the year according to Forrester and eConsultancy. Let's discuss how you can avoid the challenges associated with these compounded tactics and where the opportunity lies.
Optimization and responsive design
What is it?
Optimization is a way to test multiple variations of components on your page, and determine which outcome produces the best results.
Analyze each device on an individual level. As we have long known, user behavior is different across different devices. What works on mobile devices may not work on desktop and visa versa. Ensure that your tests measure the impacts across breakpoints. Luckily, despite early responsive or adaptive design rumors, you can indeed tailor content and layout by screen size.
Stick to one test at a time until you get some practice. With responsive design, you are already dealing with compounded challenges. If you have three, or perhaps five breakpoints (which is not uncommon), you will have to analyze the changes, purchase paths, and more across each device individually, and holistically.
Please check back next week for Part 2 of How to Take Responsive Design Even Further.