Forrester: Marketers Should 'Embrace Responsive Web Design'

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.