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What Makes A Great Responsive Website?

The days of questioning whether to move to a Responsive approach or not are quickly coming to a close. Latest research from Google shows that “90% of people are moving between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV.” And, impressive data from Responsive guru, Luke W, showed how this change in customer behavior is impacting ROI for brands that have gone Responsive:

Time Inc. Responsive Redesign

  • Pages per visit, across mobile, tablet and desktop are up considerably. (source)
  • Mobile is up 23% compared to what it had been. (source)
  • Homepage unique clicks are up 15%, and time spent is up 7.5%. (source)
  • The mobile bounce rate decreased by 26%. (source)


O’Neill Clothing Responsive Redesign

  • 65.7% conversion rate increase on iPhone/iPod (source)
  • 101.2% revenue growth on iPhone/iPod (source)
  • 407.3% conversion rate increase on Android devices (source)
  • 591.4% revenue growth on Android devices (source)
  • 20.3% conversion rate increase on non-mobile devices (source)
  • 41.1% revenue growth on non-mobile devices (source)

Skinny Ties Responsive Redesign

  • 42% revenue growth on all devices (source)
  • 13.6% conversion rate increase (source)
  • 377.6% revenue growth on iPhone (source)
  • 71.9% conversion rate increase on iPhone (source)
  • 44.6% increase in duration (source)
  • 23.3% lower bounce rate (source)


Fathead Responsive Redesign

  • 90% improvement in mobile conversions YOY. (source)
  • Revenue per visitor increased more than 70%, and mobile revenue increased more than 538% YOY. (source)
  • The responsive site is credited with a 275% increase in mobile traffic YOY. (source)
  • On the non-phone side, conversion rates increased 17% and revenue increased 25%. (source)

Regent College Responsive Redesign

  • 99% increase in unique visitors (source)
  • 77% increase page views (source)
  • 63% increase in online applications (source)


Bonnier Tidskrifter Responsive Redesign

  • Increase in revenues of 160% (source)
  • Increase of over 44% in ad views (source)
  • Reading of articles increased by 140% (source)

So, what makes a Responsive website great? Ask ten people and you will get ten different answers. Certainly an intuitive user experience is critical, but often times the success or failure of a Responsive website comes down to… speed.

Speed's Impact on Revenue

We live in a society where consumers want and expect instant gratification. They are no longer willing to wait, especially when waiting for your slow website to load. As far back as 2006, Amazon showed us the relationship between speed and revenue. According to their studies, revenue was increased by 1% for every 100 milliseconds of improvement in download speed. What would you do for a 1% increase in revenue next year? How about 5%? All without changes to your sales and media efforts.

Other studies have shown similar results. According to Akamai, 47% of consumers expect a web page to load in 2 seconds or less, and a whopping 40% will abandon a website that takes more than 3 seconds to load. This means that if a website is making $100,000 per day, a 1 second page delay could potentially cost the company $2.5 million in lost sales every year.

But, speed isn’t solely about download time. The time it takes a customer to accomplish a task is just as important. Take for example form fields. With smaller screens, text entry becomes difficult and time consuming. Simplifying and streamlining entry forms can make a big difference in reducing customer drop off.  While limiting the number of superfluous form fields on a website is generally a good idea, many designers and developers are now using mobile-specific input fields to simplify the data entry process. The use of field zoom, context-specific input formats, compound menu controls and pop-up menu controls can easily be implemented to simplify and speed data entry tasks for users. 

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