Why You Need a Responsive Website

Responsive Website

Consumers are increasingly browsing – and buying – on smartphones and tablets, not traditional web browsers. Forward-thinking businesses are responding to this by building responsive websites which improve user experience and increase conversions.

A responsive website will have a significantly lower bounce rate than a non-responsive website, and this will naturally lead to improved engagement with consumers. But what is a responsive website, and how does it achieve these benefits?

What is a Responsive Website?

A responsive website reformats itself depending on the size/capability of the screen of the device it’s being viewed on. For example, you will have noticed that when you visit certain sites on your smartphone they appear differently to how they appear on a desktop, in a way that provides a far better user experience than on sites that are non-responsive.

Responsive Website

Why is This Important?

Data shown on Smart Insights has demonstrated that: –

  • Mobile has overtaken desktop on global users per year.
  • Tablets are achieving higher add-to-cart conversion rates than desktops, with the Kindle Fire actually achieving a higher sales conversion rate.

With this in mind, it makes sense to give users the most comfortable experience you can in order to boost the likelihood of a conversion. This happens because a better user experience means a happier user. This will improve your bounce rate: users won’t become frustrated with the difficulty of finding the information they are looking for, as they aren’t forced to ‘pinch and zoom’ their way around your website. This naturally leads to a higher conversion rate.

As the number of devices available continues to grow, it is important that consumers are able to enjoy your website on as many as possible. Due to the highly compatible nature of a responsive website, you should be covered for many years to come across any future devices released.

This Will Also Improve SEO

In 2012 Pierre Farr, a Webmaster Trends Analyst at Google UK, informed us that Google actually recognises and prefers responsive web design over mobile templates. Google also notices and dislikes when pages have a high bounce rate – which a non-responsive website will more than likely increase. Therefore, addressing both of these issues will further improve SEO and increase the reach of your webpage.


If you continue to maintain a non-responsive website, this should be in the knowledge that its SEO and conversion rates will be lower than they could be. Implementing a responsive website is more cost-effective than you may think, and the benefits it brings will come to bear over time. At Impact Digital Marketing we build and maintain responsive websites that meet our customers’ usability and SEO requirements; contact us if you’re considering undertaking a website refresh.

Ryan Sedgwick
Managing Director & Marketing Consultant at Impact Digital Markeitng
A Chartered Marketer, Ryan has gained extensive B2B and B2C marketing experience working across a broad spectrum of industries. Having graduated with a Masters in Marketing Communications from the University of Huddersfield, Ryan successfully utilises his skills and knowledge to effectively support businesses in getting the most from their marketing investments.