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The Mobile War: Why Responsive Design Doesn't Always Win
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The Mobile War: Why Responsive Design Doesn't Always Win

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The fight between Responsive Web Design (RWD) and Mobile Sites doesn’t always have a clear winner. With 2013 being the “Year for Responsive Design”, let’s take a step back and see if RWD really won …

The fight between Responsive Web Design (RWD) and Mobile Sites doesn’t always have a clear winner. With 2013 being the “Year for Responsive Design”, let’s take a step back and see if RWD really won this war.

Responsive web design uses a “one size fits all” strategy where one website is designed to be adapted to all devices. While many experts have recommended this approach as the way to design for the future web, mobile sites has been a close contender. Mobile sites are completely separate from the original desktop site. And although it comes with criticisms, many business have opted for a mobile site to present their mobile visitors with customized mobile content.

Regardless of whether or not you choose a responsive web design or a mobile site for your brand, mobile users expect their experience on the web to be seamless. To create a customized web experience for mobile visitors, a mobile strategy needs to consider who the mobile users really are and present the content that matters the most to them.

The presentation dives into the mobile war between responsive web design and mobile sites and helps businesses decide for themselves who the clear winner is.

Published in Technology , Design
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  • 1. THE MOBILE WAR Why Responsive Web Design Doesn’t Always Win www.thelevel.com
  • 2. “For those of us who create websites and services, all this leads to a singular conclusion: A million screens have bloomed, and we need to build for all of them.” - Pete Cashmore, CEO & Founder Mashable.com
  • 3. “The answer is simple: Responsive Design.” - Jose Antonio Sanchez, Marketing Manager Uberflip
  • 4. Was 2013 really the year for responsive web design?
  • 5. Was 2013 really the year for responsive web design? How many websites have taken the responsive web design or separate mobile site route?
  • 6. Was 2013 really the year for responsive web design? How many websites have taken the responsive web design or separate mobile site route? 6% Only of top 100 Fortune 500 companies have sites that comply with Google’s mobile requirements.
  • 7. vs. Responsive Web Design (RWD) Separate Mobile Site
  • 8. “By the end of 2013, there will be more mobile devices on Earth - than people.” - Super Monitoring
  • 9. Global mobile traffic accounts for 15% of all web traffic. - Super Monitoring
  • 10. 50% All mobile users use their mobile devices as their primary means of going online. - Super Monitoring
  • 11. 68% People research before making a purchase using their smartphones. - Super Monitoring
  • 12. Why Responsive Web Design? “Using a single URL for a piece of content makes it easier for your users to interact with, share, and link to your content, and a single URL for the content helps Google's algorithms assign the indexing properties for the content.” - Google
  • 13. One experience across all devices.
  • 14. One URL = Seamless web experience for visitors = One pagerank = Good SEO
  • 15. Why A Separate Mobile Site? “Good mobile user experience requires a different design than what’s needed to satisfy desktop users. Two designs, two sites, and cross-linking to make it all work.” - Jakob Nielsen, User Advocate & Principal Nielsen Norman Group
  • 16. Mobile features include Book a Tee Time, Hole by Hole and detailed course information. Find a Nearby Course uses mobile’s geolocation capabilities. Content is pared down on mobile site to tailor to golfers on-thego. Read more about GolfBC’s mobile site.
  • 17. Two URLs = Custom web experience design only for mobile users + Meet specific goals
  • 18. Common Criticisms of Mobile Sites 1. Multiple URLs lead to longer load times 2. Inconsistent user experience 3. Complex data management
  • 19. Which one is the winner?
  • 20. Let’s consider...
  • 21. What are the goals of your site? Awareness E-commerce Entertain Inspire Educate Convince Sell
  • 22. What kind of web experience do you want to create? Fun Informational Interactive
  • 23. The Real Winner is...
  • 24. It’s a bit anti-climatic but... Both.
  • 25. Depends on the needs of your business.
  • 26. Create a mobile strategy, find who your mobile customers are and create a customized web experience.
  • 27. Mobile users today expect a seamless web experience.
  • 28. What makes a good mobile experience? ● Is the site structured for mobile? ● Can they read it? ● Can they easily navigate through the site on their mobile device? ● Does it have the content they are looking for? ● How fast does it load?
  • 29. Who a Responsive Web Design is for: “Businesses that are focused on offering a consistent experience and can plan holistically for all devices with a single team. RWD can be expanded to fit new devices as they emerge, and the single URL is good for linking and sharing articles without confusion or redirects.” - Google
  • 30. Who a Mobile Site is for: “Businesses that for any reason need to manage their mobile site independently.” - Google
  • 31. Credits: ● Building Websites for the Multi-Screen Customer via Google ● Why 2013 Is the Year for Responsive Web Design via Mashable.com ● Only 6% of Top 100 Fortune 500 Companies Have Sites That Comply with Google’s Mobile Requirements via Search Engine Land ● Mobile Site vs. Full Site via Nielsen Norman Group
  • 32. Let’s Connect: Blog, LinkedIn, Twitter Questions? info@thelevel.com www.thelevel.com