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Responsive Web Design: How to Create a High-Performance Mobile Website

Responsive web design (RWD) is critical in an age where mobile devices are exploding as the preferred method customers used to search, interact and buy. RWD is about ensuring that the user experience is of equal quality and performance on all devices and across all platforms. Statistics show that the majority of people are disappointed with the experience of web browsing on mobile devices.

Given the shift to mobile, the question you might be asking yourself is how do I create a mobile site that people will love using?

Here are some key areas to address when looking to create a high performance mobile website:

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Everything is going mobile. If your website doesn’t work perfectly on a mobile device, you chance losing out on potential customers. That’s why all BGWG websites are built to be fully responsive.

  • Speed. Speed is everything in mobile.  Statistics are clear that users expect a website to load in less than 3 seconds, otherwise it is considered too slow.  Improve download speeds by simplifying the mobile site to critical aspects of your website. For example, if you have the data, verify the key parts of your website that users are viewing on mobile.  If they tend to look for store locators first, then you can simplify the mobile piece by highlighting the links that customers want to access the most.
  • Images. For traditional websites, large, high resolution images were the way to go.  However on mobile, reducing the size of images can often be critical.  Ensure that the images chosen will work well visually for a mobile screen size and have good color contrast.
  • Transactional Simplicity. If your site has transactional capabilities, make it as easy as possible for the user to go through the steps of completing the transaction on their mobile device. This can mean designing the mobile site so that the number of steps are reduced, and finding the ‘add-to-cart” button is simplified, as well as the login process.
  • All devices are equal. Ensure through calculated design and testing that your website functions equally on all mobile devices from tablets to smartphones.  The last thing you want is for a user to have an inferior experience on their iPad because the site was not designed with all mobile devices in mind.

At the end of the day, mobile provides great versatility and access, but due to screen sizes, battery life and accessibility, simplicity is the best way to proceed; Keep it simple and focused on the user’s experience to create a high performance mobile website that people will continue to come back to and recommend.

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