Forrester: Marketers Should 'Embrace Responsive Web Design'

According to a new report from Forrester, eBusiness teams are “doubling down on rebuilding their legacy desktop site experiences.” The end goal? To make their web presences truly responsive across all web-enabled touchpoints. But as the report notes, this is an enormous undertaking and “few organizations have the budget or risk appetite to ‘responsify’ all …   Read More

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Forrester Marketers Should 'Embrace Responsive Web Design'According to a new report from Forrester, eBusiness teams are “doubling down on rebuilding their legacy desktop site experiences.”

The end goal? To make their web presences truly responsive across all web-enabled touchpoints.

But as the report notes, this is an enormous undertaking and “few organizations have the budget or risk appetite to ‘responsify’ all of their web assets in one fell swoop.”

Many start with the easy places — the home page, the category pages, the campaign landing pages — after all, these pages don’t contain complex transactional logic or processes. This report looks at the role of responsive web design (RWD) in the “explore” and “buy” phases of the customer life cycle and challenges conventional wisdom that says RWD is neither ready nor appropriate for use in complex online transactional experiences.

Researchers at Forrester note that 10% of all US mobile users and 20% of all US tablet online adult users have made a purchase on these respective devices in the past three months.

To push those numbers even higher, Forrester argues marketers should “embrace responsive web design (RWD) as a perfect fit for most transactional scenarios.”

“In fact,” the report summary reads, “63% of eBusiness professionals rank RWD as a technology investment priority for this year, compared with 40% in 2013.”

“Starting an RWD project by rebuilding the most complex part of your site may not be intuitive, but RWD is a great way to develop touchpoint-optimized experiences while maintaining the consistency of complex web processes,” writes Forrester.

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2 comments

  1. ZenniyaPaul

    Responsive web design
    is a web development approach that creates dynamic changes to the appearance of
    a website, depending on the screen size and orientation of the device being
    used to view it. To know more about it just visit https://digidust.com/us/

  2. ZenniyaPaul

    Responsive web design
    is a web development approach that creates dynamic changes to the appearance of
    a website, depending on the screen size and orientation of the device being
    used to view it. To know more about it just visit https://digidust.com/us/

  3. Jim_MoPowered

    It is possible to achieve a workable responsive design smartphone experience but the issue is not simply resizing content; responsive design generally demands the entire desktop site content to be processed on the smartphone, including images and complex web technologies such as JavaScript. However powerful the latest generation of smartphones and data networks, this is simply too much to ask. No wonder a home page can take upwards of ten seconds to load. And, as highlighted by independent research studies, customers will accept no longer than three seconds to load a page.

    If you take a look at retailers offering the top rated mobile experience, such as House of Fraser, they have been developed for purpose to reflect the specific needs of not only the mobile device but, just as critically, the mobile customer journey. (The remainder by the way, are highly expensive, highly engineered responsive design solutions that are a world away from the quick fix models adopted by many web developers.)

    Jim Rudall, Sales Director, MoPowered

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