What is “Responsive Design” and why is it important for you ?

July 19, 2014

Wikipedia describes Responsive Web Design as

… a web design approach aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices

A few years ago, our clients would ask for a website and a corresponding mobile application. While we were always happy to provide these services, it was clear that there were many redundancies in the production and data access.  A responsive solution helps solve these issues by providing a single framework for all of the content and data to be stored and accessed, but optimized on the end-user platform.

Massive Mobile Commerce market

Mobile commerce sales in the United States eclipsed $24.66 billion plateau in 2012, an 81% increase over 2011 numbers. This dramatic rise demonstrates how important it is for all eCommerce stores and websites in general to utilizes a responsive or adaptive solution.

Wider Audience leading to Better Conversions

A responsive design means your content and products are platform neutral – no matter the device a consumer may utilize, you are ready for it! The globalization of broadband and blazing fast wireless services mean more end-users are accessing the web on their mobile devices. This is a tremendous opportunity to provide them with a rich experience and ability to capture desired traffic towards your digital presence.

Better user experience – More Customers

One of the primary reasons Apple has been considered a market leader is due to their groundbreaking design and focus on user interface. A velvety experience is likely to lead to customer stickiness and a reduction in the bounce rate. A  poor design and interface can lead to a high bounce rate and little traction for your products and services.


Migration to a responsive web design is a cost-effective solution which will provide a better end-user experience than simply forcing the end-user to scale through your website on their smaller browser window. By eliminating the need for different styling rules for each different device we can cut the maintenance costs experienced when maintaining platform specific versions. The introduction of HTML5 and CSS3 has made the ability to design and implement responsive design simple and cost-effective manner.