It can be a dilemma.
- You love your website
- You are getting visitors to your site
- It represents your brand perfectly
- Your business is doing OK
What’s the problem? If you like everything about your site but it is not responsive in design, be prepared to make a change or pay the price in reduced traffic.
There are exceptions. If your site is visited exclusively by clients using a desktop, it may not matter. If your client base is broad and your new orders are triggered by existing customers, chances are they are only looking you up to check prices or submit a new transaction. In those cases, investment in a new site may not be worthwhile.
How do you know who accesses your site?
It’s easy within Google Analytics to see a breakdown of how clients are interacting with your website. The ‘Mobile’ overview breaks down the percentage (and actual session number) split between desktop vs mobile vs tablet. On the same screen, you can check the bounce rate – the percentage of people who clicked into the site and then didn’t explore further or clicked away. The lower the bounce rate, the better the chances that your visitor found your site engaging and interesting – good indicators when you are looking to promote your product or service.
Is the writing on the wall? (or in analytics?)
When you see a bounce rate that varies across devices then it can be an indicator that you are losing potential clients by not having a responsive site. What would that look like numerically? It may be a bounce rate of 50% from desktops and a bounce rate of 70% from mobile devices. If the sample size is large enough to make the data compelling, then chances are the experience viewers are having from mobile devices is offputting.
If in doubt, look at your site from a variety of devices and see how it appears when you use it. This is a good idea anyway so you can relate to the experience in a similar fashion to that of your customer.
Will things change?
Yes – the world of search engines and search habits are always evolving, however, the bad news in this scenario is that the swing is towards even more people searching from mobile devices so maybe it is a good time to make a change now.
Don’t want a new website design?
It’s not unusual to love your current site, after all, social networks promotion you probably helped design it, it serves a useful purpose, you’re familiar with it, it has evolved to be your perfect virtual storefront. Here’s the good news… there is no need to stress over a whole new website design and the costs which are typically incurred. If you like your content and don’t want changes made, the chances are it can be copied across to responsive design with minimal compromise. It might mean that some boxes appear bigger or smaller, there might be a slight shift in the overall aesthetic but a good designer will be able to lay out potential changes up front so you can decide if a switch is worthwhile.
It’s something to mull over as there are potential benefits to taking your current site over to responsive design without redesigning
- it could be cheaper
- it could be quicker than a redesign
- it sets you up for the future with more and more people using mobile devices
- there is no large investment of your time
- website appeal will remain the same for desktop users but should improve for mobile users