The Relevance of Responsive Design for Increased Conversion Rate

venkatesan | December 20 - 2014

Surfing the internet via mobiles have become very common these days with about 58% o f the American adults having a smartphone. People tend to use the internet on mobiles for browsing social media, check emails, do shopping, etc. Hence making the site to be visible clearly on the mobiles or other devices like tablets have become mandatory. In few cases, the company may build separate websites for web and mobile. The most welcomed technology to manage the websites on mobiles is responsive web design. This technology scales the site to fit on different screen sizes.

Single URL promotion

The Google which is one of the most popular search engine prefers responsive design since it supports single URL with same HTML across multiple devices with different screen sizes. It avoids the confusion of crawling and indexing multiple version of the same site for mobile site and desktop site. It becomes very much easier to handle the contents and share across when it is a single URL or website that is common across multiple devices. The bounce rate can be greatly reduced with responsive website design.

Convenient shopping

Now-a-days smartphones have become one of the most utilized source for shopping. The conversion rate is increased by using internet on mobile as well as supporting responsive design. The user interaction with the site is enhanced. By adjusting the contents to get viewed on different screen sizes makes it flexible for the users to switch between devices to mark a convenient shopping.

Support social media

Today’s technology can never ignore the social media which has become one of the most essential factor for customer interaction and feedback. People use the social media such as Facebook, twitter etc to socialize. They use both web and mobile medium to access Facebook which makes it essential to introduce the responsive design such that user can view the site comfortably on smartphone and web using the same URL. Study reveals that 55% of social media consumption is via smartphone.

Enhanced user experience

Providing enhanced user experience reduces the bounce rate which is the secret of increasing the conversion rate. Introducing responsive design can do the job of retaining the customers without the confusion relating to zooming or shrinking the text or images based on screen size. Responsive design makes it convenient for navigating across the site on different screen size and resolution. Good user experience helps to retain the customer on the site.

About 61% of people tend to bounce from the site if they dont get the view of the content they are looking for. On the other hand, 67% are more likely to make a purchase when information is presented properly. When a site does not function properly on the mobile front then people become unhappy with the company and feel that they dont care for the business. Therefore, user experience plays a key role in the success of the business.

Managing SEO

Managing two different sites for web and mobile may be a cumbersome process. It makes it difficult for managing SEO activities. With single site for both web and mobile platform, doing SEO may be easier as well as more satisfied customers may be created. Responsive design is very much cost effective as only one site has to be managed. One can stay ahead of the competition with friendly site.


Responsive design is the most useful technology for presenting a single URL to access across both web and mobile. It is more user friendly. It helps for increased conversion on the site by making it convenient for mobile shopping. The responsive web design manages the content as well as images adjustable with different resolution and screen sizes. Therefore, responsive web design is one of the cost effective method to satisfy the mobile internet surfers.