We live in an age where content is consumed across a growing number of different devices; tablet and smartphone usage continues to grow. Consumers use mobile devices to check emails, visit websites, and socialize. According to Pew Internet Project's research, 91% of American adults use cell phones, and 56% own smart phones.
Responsive design has become the norm. With responsive design, a website or landing page's layout changes based on the user’s device. Users can view the same website or landing page on a desktop, tablet, or smartphone and experience a different layout on each device - critical content and calls to action remain accessible. Without a responsive design, content can be hard to read or even more importantly, a marketer’s call to action can be completely lost.
A prospect using their mobile device to view a campaign landing page doesn’t have the patience to endlessly scroll or zoom to view your content. Relying on prospects to work to see the message on your landing page is reason enough for them to move on almost immediately.
Below is an example of how a responsive design can drastically improve lead generation on your landing pages.
Notice that the same landing page conforms to different devices (desktop, smartphone). In the above example, the design changes between portrait and landscape on the smartphone. The changes in the design across the different devices result in content that is easy to read, while ensuring the desired actions are visible and easily accessed. Non-responsive and built only for a desktop designs would cut off the form, forcing smart phone users into additional wasteful actions (scrolling, zooming, etc).
There are many free resources that can guide you further as you explore responsive design. It’s critical to properly research your target audience before investing time and effort to implement new technologies. For example, your target audience may prefer desktops over tablets and smartphones when interacting with your marketing efforts. In that case, it may not be the right time to look into implementing responsive design just yet. On the other hand, creating mobile-friendly landing pages can potentially open you up to more prospects and sales.
Responsive Design Resources: