Some people think they can ignore the importance of responsive design because of the word “design.” They think that if their nonresponsive site and static emails look good enough, it’s not necessary to redesign them. However, several recent studies have found that responsive design not only affects the way your digital assets look … it also significantly impacts your conversion rates. And since conversion rates directly impact sales, sticking with nonresponsive design could be costing you money. Here’s why.
1. Half your audience read email on their mobile devices
According to Campaign Monitor, 42% of all emails are opened on mobile devices. This percentage can rise or fall, depending on the industry you’re in. If your campaigns target mostly millennials, this number can increase dramatically.
2. Unreadable emails can have devastating impact
It’s really not smart to design for desktop only. Nor should you design for mobile only. You need to design emails that look good, work well and are user-friendly for both screens sizes. Why? Can’t people just pinch their screen to zoom in?
No. Your customers shouldn’t have to work to read your email. Most people won’t. A vast majority of people who receive emails that they can’t easily read will simply delete them or unsubscribe. Worse, rates for deletes and unsubscribes are increasing greatly with each passing year. The percentage of people who deleted unreadable emails skyrocketed to almost 90% in 2013, a 29% jump from 2012. The percentage of people who unsubscribed jumped to almost 30% for that same year, which represents a 50% increase over 2012.
3. Clicks are highest when you combine mobile with desktop
Click-through rates are lower on mobile devices than on laptops or webmail. This is likely because people don’t want to surf multipage websites with their phones or tablets.
That doesn’t mean they are less important. If a customer opens your email a second time, there’s a good chance they are reading the email on different device. If they open your email on a different device, the click-through rate almost doubles that of the open rate on the original device.
4. Don’t stop being responsive half-way through
So far I’ve been talking about email, but the same principles apply to landing pages. If you design a responsive email that goes to a nonresponsive landing page, don’t expect your customers to continue any further. Nothing can be more frustrating than turning a good user experience into a bad one with a landing page that requires your customers to zoom in and scroll around.
Statistics show that people regularly switch between desktop and mobile. Making your website responsive is a must today. Making your email and landing pages responsive as well is a powerful step that will help ensure a good user experience for your customers, no matter what type of device they are using. And making all your digital assets responsive will go a long way toward increasing your conversion rates and ultimately, your sales.