Responsive web design makes everyone happy

Responsive Web Design — A Case for all Parties

Responsive web design isn’t a perfect solution yet, but it is pretty spiffing. It solves many of the problems caused by viewing web content across a plethora of devices. It has come a long way since its inception.

I’m taking some time out to focus on the positives and why it helps many people involved in making, managing, promoting and using websites.

Caution: A few assumptions and generalisations ahead. But you get the picture.

The User

“I feel that I get a consistent experience whatever device I’m using on my favourite websites. It feels like the same website on my phone, tablet and PC. Responsive sites are easier for me to get around too, putting content and navigation first.”

In 2012, Google discovered that 67% of shoppers online used more than one device sequentially (PDF, P19) and so it is important for the experience to be complimentary when switching devices. Repeat traffic is more likely is a user likes the website in question.

The Client/Webmaster

(Yes,Webmaster. Let’s bring it back.)

“Our website is there to increase sales/engagement for our company. Going responsive means that our users are more likely to buy stuff and come back as they are happy with the experience.”

As more and more browsing is done on a mobile device, it is important to have a satisfying experience on your website, whatever the device. It is also the case that a good responsive site can be cheaper to build than two separate desktop and mobile solutions.

Bonus: Some case studies on sites that have increased revenue after going responsive.

The Back-End Team

“RWD allows us to only have programming codebase that outputs content to the web. We don’t have to necessarily do specific code for mobiles.”

Although RWD may have some benefits from user-agent detection, there is no need to offer a different site (and therefore make more code) for different devices. The server side part of a project can be just one codebase that the front-end team manipulate for different devices. If one uses a CMS then only one installation is needed.

The Front-End Team

“It is a far easier process to create a consistent style in a responsive design rather than on multiple sites. When the time comes around to update our branding we only have one set of styles to change.”

Plus working on responsive sites as a front-end dev is awesome, fascinating and makes you feel like a web rock-star.

The Project Manager

“We saved time on the strategy, design and build and we have less maintenance to do as we’re only ever talking about one product.”

Updates and edits are generally quicker and therefore cheaper/more profitable.

The Content Team

“Copywriting with multiple versions of a site used to be a nightmare trying to second guess how many words would fit onto the different versions of the site. Now with RWD I’m forced to write for the user without these constraints.”

Only one version of the copy and it fits to any screen used to read it.

The SEO/ Marketer

“RWD is great for me. No longer do I have to divide my time between a desktop and mobile site. I’m optimizing and marketing one website and that is it. I know whatever the source of a link I get, the website will show the content well to the user therefor increasing conversions.”

As well as being easier to market and optimize, Google is more likely to show mobile optimized content when searching on mobile devices especially local searches. Duplicate content issues are avoided and less use of canonical URLs are required. Natural inbound links are all to the same page, not to multiple versions of the same content ensuring that “link clout” is not diluted*.

*OK that sounded like SEO tosh. Sorry.

Bonus: SEO and Responsive Design by Moz.

The Stats Junky

“Having all the data in one analytics profile is gold dust to me. I can see how the website is performing to all users or segment off different device types and see how the site performs in a more granular way.”

Also campaigns can be tagged from different sources and split into device type with ease. RWD and analytics really do play well together.

Bonus: Get a mobile/responsive Google Analytics Dashboard.

The Users With Accessibility Issues

“Responsive web design means that I can do far less zooming and panning and more time reading content comfortably.”

Obviously accessibility is far more than just sight issues but RWD often provides an easy-to-read and logical order to website content when on smaller devices. It trims the fat.

Bonus: A great write-up on accessibility and RWD, including considerations.

CONTERPOINT? The QA

“I’m unsure if RWD means more or less testing. The site feels more consistent with RWD but there are more ways it can appear meaning more front-end testing.”

Your thoughts?

Are these really all positives? Missed someone out?