In the year 2015, Google made the responsive website as an important factor /part of its search engine algorithm. Which means; a website needs to be responsive in order to rank better on page one Google search results, and enjoy all the perks of Google’s ranking i.e. huge traffic growth and better visibility.
It’s a scalable and efficient way to gain user trust and increase the user experience. However, before you feel on cloud nine by thinking; Oh, I already have a responsive design for my e-commerce or I am planning to do it, there’s something you should know. Although 65% websites are responsive, still there are a lot of things, which many websites overlook. The web is highly dynamic and a little mistake can hurt the business that may take the time to heal.
The trend is about to change. In the coming days, we will see a huge innovation in responsive website – especially, in the e-commerce category. The time has come where companies, especially, people who are running an e-commerce portal, should join the bandwagon and run their juggernaut successfully to gain leads in the competition.
However, ‘all that glitters isn’t gold’, even if it sparkles too bright. While responsive designing is a great edge for your business, there are some pros and cons that you should consider before doing an overhaul of your website.
A research conducted by Forrester Research Inc. states that; e-commerce sector is likely to reach $380 billion in 2017. The biggest players to drive the sales will be small screen devices, especially smartphones. By the year2020, e-retail will grow paramount and will be benefiting key players who are changing them according to the market trends.
Let’s talk about the pros and cons of responsive design for e-commerce sector;
Collective Strength of One
Responsive designing often works with a single set of HTML codes and URLS. That means; you don’t have to manage multiple URLS to carry on your business operations. Moreover, the content soon is uploaded through a single CMS (content management system). It leads to the availability of the content to users across all devices, and no one has to wait for the updating of the portal. The process really simple web maintenance, leaving no room for any kind of error – and it ensures the availability of the content each and every user; be it on desktop, smartphones, tablet etc.
If your website is responsive, you don’t have to create different landing pages and run different campaigns. With responsive designing, all will be done with the same URL, saving your time, resources and efforts. Statistics show that more than 50% web traffic is now coming from the mobile devices. You surely don’t want to mess up everything in doing that.
Improved user Experience
Responsive websites are known to offer a unique experience and can be altered to create an everlasting surfing experience. The developer can resign content, features and navigation, especially for the mobile users. However, a lot of websites are created for searching purpose rather than navigation.
Another great advantage of building a responsive website is the cost-cutting. You will be working on one website, which means your extra cost, resources and time to develop a specifically portal for mobile devices will be irreverent and you can offer everything you want from the single website. Moreover, a single website really in doing SEO because the web traffic is coming to the single website across all devices, which leads to better Google search engine ranking.
Website Loading Speed
Speed always play a huge factor in deciding the future of a website in the virtual world. Slow speed is the biggest pitfall in which a lot of a website run into. The reason for responsive websites slow speed is the same HTML source which loads the website even though the content is hidden from the mobile users. The browser loads content from universal HTML files, which in turn, affect the speed of the website.
Complex things often prove to be costly because it needs a different kind of module to solve the things and run them smoothly. Hence, responsive designing can really take its toll your pocket and can eat up a huge part of your budget in certain cases.
Design and Development go side-by-side to ensure every code is working properly. It demands extra time and efforts to create a bug-free website. Call it irony or not, big players in the industry find responsive website quite expensive.
Limits in Designing
Websites that capitalize from the advertising find it hard to place the ads in responsive designing. However, the ad industry is searching new ways to formulate their planning in the ever changing web industry.
Since you have been through both pros and cons, it’s up to you to decide which thing you want. However, responsive designing is truly beneficial for internet marketing. On the hand, if you look for cost-cutting and want to get a new website developed, then think about the cost what will go in marketing that, too. Scale both and see which outweighs other.