Increased mobile usage can’t be ignored. More and more Kiwis are using the internet on their cell phones and more often. According to New York Post, Americans will be spending 3 hours and 8 minutes a day in front of their small screens. Yikes!
In New Zealand, communications suppliers are increasing and improving the wireless broadband network all over the country. With this easier access, we’re not only using our smartphones for browsing the web, looking at social media sites and watching videos – we’re working! In times that we previously weren’t able to (such as on the bus, the train, the car passenger seat etc) we’re logging onto our emails, both personal and business. Given that email marketing is such a great way of getting your brand or offer in front of potential customers, chances are that these potential customers are opening your EDMs on their mobile. Here we explore some pros and cons of making your landing pages mobile responsive.
Higher conversion rates.
If your designs are responsive they should fit to different screen sizes and devices, leading to a good user experience. A good user experience means that someone is more likely to engage with you.
We tested this ourselves recently and found that the conversion rate was much higher when our email marketing material was sent out with a responsive design.
If you’re putting out good content or a great deal, then ideally your intended reader will also share the content. When your page is responsive, you don’t need to worry about how it will appear if someone shares it with someone they know because you know it will fit their screen or device.
Responsive pages are easier to manage (and save time and resources) because you don’t need to change or update separate pages. For example, non-responsive pages would need to be amended at least twice—for mobile and desktop—at a minimum.
More upfront costs and work is required.
Responsive pages need to fit to all devices and screens, which means that they can be more difficult to create initially. More resources in regards to time and costs may need to be invested because of this added complexity.
Slower page loading speeds.
If responsive pages are not designed properly it can mean that there are slow page speeds on mobile phones. This is usually because image files aren’t optimised for the smaller screens. Slow page downloading speed can impact conversion rates, so always ensure that images are created and sized specifically for cell phones!
If you’re using responsive designs instead of separate pages for desktop and mobile, you have less control of the user experience. You may want to have a different path, flow or calls-to-action for different devices, which is limited when using one responsive design instead of specific compositions.
Using responsive pages does often make sense. There are some definite pros to using them, but like in most situations, they may not be the best solution for every circumstance.
If you’re unsure, or would like more information, contact one of our Digital Strategists on 0800 878 833 today!