This document discusses 5 reasons for marketers to employ responsive design in their campaigns. It notes that responsive design creates a seamless experience across devices and enhances user interaction. It then provides the 5 key reasons: 1) Better user experience as most users access information on mobile. 2) Better campaign results as conversion rates increased 140% for one company using responsive design. 3) Efficiency and consistency as a single responsive design is easier to maintain than separate designs. 4) Google recommends it as responsive pages load faster and help search engine optimization. 5) Improved social engagement as 60% of social media time is on mobile.

1. Responsive landing pages
5 reasons for marketers to employ
responsive design in their campaigns

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of mobile users rely on their devices to
find out more information about a product.
A seamless mobile experience is paramount in keeping
your potential customers engaged ... and responsive
design can help enhance the front end user interaction.
After the email, there’s the landing page. We’ll take
a closer look at the importance of continuing the
responsive design experience throughout your
customer interaction.
47%
Source: http://www.emarketer.com/Article.aspx?R=1008971&ecid=a6506033675d47f881651943c21c5ed4

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So, what is responsive design?
Simply put, responsive design is a technique used
to create emails, landing pages, and websites so
that they “respond” to the user’s screen size.
Why is it something you should consider?

4. Reason #1:
Better user experience

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Source: Litmus Email Analytics
Reason #1: Better user experience
of unique email opens
are on mobile devices.
It’s important to drive your responders to a
landing page they can easily view and navigate.
Responsive landing pages should also be
finger-friendly, clear, concise and streamlined.
51%

6. Reason #2:
Better campaign results

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Source: http://www.boingnet.com/2014/05/05/3-reasons-responsive-design-email-landing-pages/#.U8As2SjvZH8
Marketers are getting better metrics from their
campaigns by implementing responsive design.
B2B company Voices.com saw
conversion rates increase 140% after
they implemented responsive design.
140%
Reason #2: Better campaign results

8. Reason #3:
Efficiency and consistency

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Save time and money.
After the responsive foundation is built, the creative
development process is in place for future campaigns
that can utilize similar landing page architecture.
Create a consistent user experience.
Instead of developing two different layouts (one for mobile
and one for desktop), responsive design enables you to
develop one for both. As a result, they are easier to maintain,
offering a more consistent user experience across devices.
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Reason #3: Efficiency and consistency

10. Reason #4:
Google recommends it

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Source: http://www.boingnet.com/2014/05/05/3-reasons-responsive-design-email-landing-pages/#.U8As2SjvZH8
Google favors responsive pages.
Responsive pages load much faster than static ones,
which helps to maximize conversions.
One responsive landing page (vs. 2 or more), helps
Google’s algorithms index more of the page’s content,
allowing for improved organic search results.
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Reason #4: Google recommends it

12. Reason #5:
Improved social engagement

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Source: http://www.businessinsider.com/social-media-engagement-statistics-4-2014-3
of social media time is spent on mobile
devices as opposed to desktop.
When a visitor taps on your ad from
a social media site, they’ll have a
better user experience if your
landing page is responsive.
60%
Reason #5: Improved social engagement

14. Quick tips
Getting started

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• Design for mobile first
• Ensure that the font sizes are large (mobile-friendly)
• Create finger-friendly forms
• Minimize long-page scrolling with tabbed content
• Have clear and concise navigation choices
• Pick images that work well across devices
• Test your layout on various devices
Quick tips to get started:

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Source: http://paths.ioninteractive.com/10ResponsiveDesignBestPractices/landing-16063W-12819TK.html
What have you got?
Implementing responsive design into your
marketing campaigns will not only improve user
experience but will help you get better results.
It’s all about having the right content, in the right
place, for every user — on any device.

17. About Gain:
Gain is a group of modern marketers challenging the way mid-market businesses
approach and participate in the B2B consumer decision-making journey.
Interested in learning more?
Contact Collin Trost at 404-351-1700 or ctrost@hellogain.com.