Understanding Responsive Design for Better Implementation

Many of today’s eCommerce enthusiasts, entrepreneurs, and owners believe that responsive design is a panacea for all problems that they are facing currently. This concept is frequently misinterpreted to mean that your website can be made mobile friendly. Actually, responsive design is a powerful approach to designing as well as coding, which can help ensure you customers to have a visually rich as well as functional experience even while changing devices. However, when it comes to practice, only a few sites as well as emails that utilize responsive web design is surprisingly low.

According to reliable statistics, only 4% of sites that were viewed in a PC as well as 8% of emails used responsive design. Some retailers have even started to consider responsive web design as not worth the effort. However, this is not the case. The fact is that while responsive web design is incorrectly defined or plainly misunderstood, it is actually a very powerful tool to get your website as well as your message across to your target audience. Actually, there is great power in responsive design, however, along with this great power, there comes greater responsibility.

The advice that I generally give to such merchants is they need to take the time to evaluate the existing website as well as email content, and then determine which elements are essential as well as most used by customers. Actually, the most time-consuming part of the responsive design process is re-coding. There comes a moment when the retailers actually do not want to invest in the time as well as the resources for a coding overhaul, especially when an option for mobile browsers already exists in place. The right way ahead is to start responsive web design coding in the in-box, especially if you are dealing with emails.

It does take a few moments to understand that your website or email’s responsive design will be rendered differently on different devices and systems such as email clients, Internet Service Providers, mobile operating systems, and device types. Thus, the way an email is shown in an iPhone using the Gmail app will be different from how it is shown in a browser. While going in for responsive web design, consider the following points:

1. Responsive Email/website composition

Most emails include similar layouts, such a logo, navigation, primary promotion, additional products/ offers, footer, and the like. From experience, you will know that this content requires users to swipe multiple times with their fingers to see everything on their mobile device. While going responsive, you need to check out which elements of your email are necessary and which can be eliminated.

2. Rearranging elements

When it comes to navigation, traditional PCs allow you the luxury of including an array of elements, which need to done away with when it comes to responsive design. This is because users do not have the luxury of using their fingers to scroll through the content. In many cases, they are not even readable. Thus, you need responsive design to include only the most popular links on the website, and remove those which you can do without.

3. Scale Images

Although this may not be the right option, you may scale images further to fit the mobile device, although that might not be the best option. Sometimes, you might need to scale down the hero images, but with responsive design, this needs to be taken care of. You might be okay with animated GIFs, but these might result in a delay in viewing on some mobile connections. A simple work around is to utilize static images with a smaller file size.

4. Calls-to-Action for Responsive Design

You can take the luxury of the including several links on a desktop or a PC, but you might not be able to afford the same luxury on a hand held device. Users may click the wrong links with their fingers as they will not have the accuracy of a mouse or a pointing device. In case you are dealing with mobile subscribers, you will need to consider fewer click areas. Alternatively, with responsive design, you can give larger, clearly defined, as well as easy-to-tap click areas.

Bear in mind that responsive design requires adjusting coding processes as well as include additional testing. There are many steps which will follow this step, which include learning which devices your subscribers use, which elements have the most impact with the subscribers, and how to optimize content for those devices. The hard fact of today is that many customers now expect the mobile experience to as engaging as well as feature-rich as the desktop experience. Rather than getting stuck in the past, it is a good idea to commence with testing responsive design today.

Harshal Mazmudar

Harshal is working as a digital marketing manager at Krish Technolabs, uses the web to drive online visibility and generate leads that have resulted in huge ecommerce success. His incessant hunger to outperform is the real drive that keeps him competitive in the online hemisphere.

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