Responsive design is critical not only to the actual usability and look of your website but also to the traffic that your website will get in the first place. There is already plenty of behind-the-scenes work going on to drive traffic to your site, whether in your marketing department or working with search engine algorithms. But do you know exactly how a responsive design influences all of this behind-the-scenes work? Here are some of the top ways that that influence is demonstrated through website traffic:
1. Users Are More Likely to Go Social With It
A responsive website inherently makes the user’s experience better. Or at the very least, makes the content and sharing capabilities accessible to the user. The experience and access to the site’s basic functions are fundamental components of the social life of your content. By ensuring that these features are universal, you also ensure that anyone who wants to share your content can.
2. Faster Load Times Means Happier Visitors
And happier visitors are more like to a) explore your website further, boosting traffic to a variety of pages and b) return to your website. You might even see an uptick in a different kind of traffic—conversion traffic. If your visitors struggle with your website (even the ones who came to it knowing they’d buy something), they may not get to the conversion point, whether that’s buying something or subscribing to a newsletter. But visitors who have a breezy experience often will make it to the conversion point.
3. It Can Boost Your SEO
While you actually don’t have any direct control over your website’s SEO ranking, there are some things you can do to improve it. This includes having a responsive website. By eliminating the need for search engines to create various ‘versions’ of your site to adapt them to each device, you consolidate their effort, which they reward you for by granting a more favorable SEO ranking for your website. So, to be clear, just because search engines are sometimes capable of accommodating some unresponsive websites, does not mean that you should ignore the SEO perk.
4. It Can Optimize Your Marketing Resources
By making your website fully responsive, you will eliminate the need for developing a separate mobile app for use on mobile devices and tablets. This means that you also won’t need to undergo an app-specific marketing campaign, and therefore you end up with more of your marketing budget allocated toward gaining website traffic. Consider redirecting these funds to pay-per-click advertising on popular channels to drive traffic.
5. Remarketing Is Made Easier
Just as with the search engine’s preferred experience of a consolidated website, so too will your metrics be consolidated. Compiling and analyzing this data is a decisive part of many marketing strategies, including remarketing. By using this full and easy-to-retrieve set of information, you will be able to embark on an informed and effective remarketing campaign to drive returning and conversion traffic.
In a perfect world, all websites would be designed responsively from the start. Understandably, websites whose inception predates the smart phone era often were not developed responsively. However many have since been retrofitted, making plenty of site developers able to attest to the importance of starting responsively. They’ve taught us that by beginning with a fully functional responsive website, you will save yourself time, money, lost traffic, and a massive headache.