For several years, creating a responsive website has been the norm in marketing reports and SEO audits. However, as the mobile traffic increases, Google suggests that responsive design is essential. But then, suddenly, a massive redesign gets minimized to a bullet point. This approach is considered not only vague but also potentially harmful. The advanced markets should think beyond screen sizes and concentrate on usability, performance, and intent.
Why is deciding only to go responsive not sufficient?
In most cases, responsive design is placed as a ranking factor. However, Google typically rewards customer satisfaction, instead of buzzwords. A responsive website that disappoints the users with its reduced load times, hidden navigation, or any vague path to action is not going to function well, which is often a result of overlooking fundamental UI UX design principles. It will happen regardless of whether you have a fluid layout. Suggesting a complete redesign without any definite strategic guidance is like asking a person to build a house again without giving them the reason for it.
A leading web design firm will always suggest that you opt for a responsive design only when you can execute it with an objective and a complete understanding of the user behavior.
Refrain from the Windows 8 trap
In web design, the most significant mistake being made today is that designers are just following trends. Windows 8 was all about being minimalistic and touch-first. Still, it created a lot of issues with usability due to it being confusing for desktop users and hiding critical elements to complete a task. This same issue occurs in web design when desktops are designed with mobile-style menus in mind, ultimately creating confusion for users on the desktop.
Desktop users expect accessibility to their need for speed and usability when clicking through a website. Hiding navigation on tablets and mobile devices causes additional clicks, adding to the amount of friction that desktop users feel. Unlike the major operating systems that can be relaunched, a website cannot be relaunched if the user cannot find what they were looking for immediately.
Sync user intent with navigation
The best way to design a website is to think about your audience’s intent when they visit your site. A lot of big brands do this very well, but some of them have done it incorrectly. Some competitors clearly show their primary offerings to users, while others confuse users by placing equal emphasis on every division of their company with equal importance. It’s very straightforward to understand. When users arrive on your website, show them what they’re most likely looking for and make it easy for them to get there.
For example, if you find that most of your incoming traffic wants to browse product categories or find places to purchase products, then you should make sure that those paths are readily apparent to users. The design of your website should help guide users, rather than create obstacles for them.
Finally, resort to user data to find out what consumers want. Analytical methods, such as online surveys, provide marketers with insight into users’ expectations when they land on the website. The split testing method offers insight into the reasons why one experience is preferable over another, in addition to identifying which experience has the highest conversion rates. You can also get professional help from BigDropInc.com and decide the way forward.
Summing it up
It is necessary to understand that there is still scope for responsive design in the realm of website design. Some of the best websites are all set to attain much more than adapt to the screen sizes. In fact, they are adapting to a person’s requirements. The future is for marketers who are always clued into the new trends, but they don’t do that unthinkingly. That helps to bring about a difference in website design.
