Moving your business or brand into mobile can take a variety of paths. Some will develop a separate mobile site with the same content as the website online. Others might run to developing their own mobile app, to add to the millions in the app stores globally. The latest trend and practice is responsive design, and using that to develop a responsive mobile site and the option of additional personalization.
Responsive design is a type of website structure that removes the need to develop separate mobile websites from the original website, by resizing the images, text, forms and buttons to align with the user experience on the many different mobile devices. It is as simple as a normal website, with some additional coding that provides benefits to the SEO metrics as it allows the search engines to crawl both the mobile and static website at once. This also aligns with the emails, to adjust the size to fit the user screens, rather than being truncated and not seen without extra effort by the users. If your site is optimized and your emails are not, get started today! Adjusting the spacing around elements and making the call to action more obvious are just two top updates to make mobile emails more successful.
With all opportunities, there are challenges and the same is true for responsive design. There are scenarios where the responsive sites are significantly scaled down and simplified in the process. This can lead to customers missing content due to the experience, from the longer load times that occur with some due to network connection such as Wi-Fi or images that are not adjusted in size for the faster experience. Clearly it is important to know who your customers are and why they are visiting your site when you are going to make changes with responsive design.
This is clearly one of the hottest trends in 2013, as it has been referenced and presented on at so many mobile marketing events, and digital/social audiences. Implementing metrics and analytics on all of your mobile efforts is critical to measure the success and outlook ahead for the campaigns. The click to open rate should be compared from the old metrics to those after responsive design is implemented. The read engagement for the mobile users should also be compared across the different devices, from not only iOS and Android, but also phone vs. tablet. Finally, but most important for the brand and business and/or the revenue – it must be analyzed as well to understand how the new experiences impact the spending habits and shopping trends for its users.