Reaching Your Entire Target Market with Responsive Design



July 13 , 2014 | Posted by Robert Urban |  |

Reaching Your Entire Target Market with Responsive Design

Responsive Design

By not considering and implementing responsive design, you are basically taking yourself out of the game. You would be doing the exact thing that all of your marketing efforts are designed to prevent. In fact, considering that over 80% of professional websites are created with responsive design, choosing to disregard the importance of responsive design, or failing to comprehend the importance of change, will place your site far below where it should be.Responsive Design

The continuous changes that technology creates for electronic devices, combined with common consumer behavior, requires that business owners stay up to date with the trends. Today, consumers are able to gain internet access through a number of devices, including yesterday’s desktop and todays tablet or smart phone. Having a company website that’s capable of catering to the requirements of multiple devices through responsive design, will ensure that your target market doesn’t navigate to another website that’s provided a better browsing experience.

What is Responsive Design?

Responsive design is the technology that allows for automatic configuration based on the incoming device’s needs. It uses three primary principles

  • media queries
  • fluid grids
  • fluid images

By having fluid images and grids that are capable of conforming based on the media queries, websites are able to adapt to the specific needs of all web traffic no matter what device it is coming from.

The overall process of responsive design is relatively simple once understood.

  1. Incoming traffic will communicate with a website, the website will then be able to determine the correct size to display, based on the type of device communicating with it.
  2. Dependent on the device needs, the website will alter the information being displayed by determining an appropriate percentage.

Responsive design uses fluid imaging that will shrink and enlarge within fluid grids. This is done by identifying the device, then outputting a percentage of the originating display commands. For example, the originating display command is always configured at 100%, All devices smaller than a desktop will need a percentage of the original 100% display. Therefore, based on the actual device, the original 100% will be reduced to a percentage that’ll hold all content within a smaller resolution.

Why is Responsive Design Important?

Without responsive design, current and future electronic devices would be unable to properly display web content. This inability would be a disadvantage to all online browsers. In fact, the limited browsing experience could minimize the use of tablets, smartphones and other new mobile devices.

In many ways, responsive design is a convenience for online users. It allows them to access information from any location, on any device. The ability to quickly find what the user might be looking for through a smartphone, while simultaneously taking part in an important conversation, attending a business meeting or waiting in line for their coffee, is a priceless advantage. As a business owner, providing responsive design should be one of your primary concerns.

In order to provide every customer and potential customer with a convenient and joyful browsing experience, responsive design should be utilized. This will allow the largest capitalization on web marketing investments. It’ll ensure that potential customers are provided with a positive experience, while accessing your company site through the device of their choice. This experience can prevent losing potential browsers to a site that is more mobile-friendly.

Where is Responsive Design going?

Technological advances will create a greater demand for responsive design in the near future. As new web-ready products are released, the need to resize according to the device used, will increase. This mere fact will require that website owners are up to date and prepared for any changes that come. The future of responsive design, is one with a bright future provided through innovative technology.

Aside from standard computers, tablets, smartphones and eReaders, there are many other devices available, or soon to be on the market, which will expand the requirements of responsive design. The adaptable percentage requirements will need to be capable of scaling to any size, both smaller and larger.

Consider the growing trend of smart TV’s. They’re being consistently released in multiple sizes, ranging from a standard 32/36 inch TV, all the way up to 52 inches. This requires the need to resize to grand proportions. Responsive design will need to amplify website outputs, so that the browser window fits snugly within the screen without distortion.

On the opposite spectrum, once Google Glass has fully hit the market, websites will need to adapt for a minimized display. Granted Google Glass is a ways off, being currently still in a design mode with only a few test models in use, it will certainly be a desirable mainstream commodity in the future. This new gadget will require website resizing to the smallest scale that has ever been used for webpages. As such, responsive design will need to be adaptable to conform to technology requirements.

The Importance of Responsive Design

Considering the fact that technology is always advancing, and that as a consumer society manufacturers are striving to either go smaller or bigger, responsive design must also adapt. Additionally, website owners need to always be prepared for technological changes. In order to keep up with the competition and to be seen as an industry leader, companies will need to ensure that their website can adapt for new devices as they hit the market.

Responsive design will turn any website into an adaptable online site that visitors can view, regardless of their device of choice. By determining media queries, webpages can be scaled upward and downward by 100%, thereby fitting on a screen as small as a smart watch, or as large as a wall size TV. This ability will provide a browsing experience that’s convenient and enjoyable. Furthermore, through browsing convenience, consumers will have a higher likelihood of remaining on a website longer, thereby increasing online traffic potential turnover rates and, at the end of the day, conversion.