Responsive Web design, which refers to a website that is designed to function properly across any smart device, is
something that seems to be dominating online marketing as
people continue to step away from their desktops and embrace
As enhancing the online consumer experience becomes
more important, so does the need for companies to incorporate
responsive Web design into their marketing plans.
Not convinced that your website needs an update? Here are
five staggering facts that prove responsive websites are a must.
1. Google sends more traffic from smartphones
Google places a lot of emphasis on the user experience and
encourages companies to build multiscreen websites. That’s
why Google recently rolled out a new algorithm that punishes
websites that aren’t mobile-friendly, thereby motivating
businesses to evaluate their website’s mobile performance.
2. The number of adults who own smart devices
As of October 2014, 64 percent of American adults own a
smartphone, 32 percent own an e-reader and 42 percent
own a tablet computer. That’s compared to 2013, in which
just 56 percent of adults owned smartphones, 24 percent
owned e-readers and 35 percent owned a tablet computer.
With such a considerable rise in smart device ownership in
just a year, it’s not hard to see why companies need to start
thinking about designing websites for the smart device.
3. Users abandon slow-loading Web pages.
Forty percent of people will abandon a Web page if it takes
more than three seconds to load. So we can’t say it enough:
user experience matters across multiple marketing mediums,
especially in Web design. If your website isn’t mobile-friendly,
your company’s overall user experience will suffer.
4. More users are accessing the Internet through
In fact, 34 percent of cell Internet users go online mostly using
their phones, and aren’t using other devices, such as a desktop
or laptop computer. Which brings us to our last point…
5. Mobile Internet usage has exceeded PC Internet
usage for the first time in history.
Last year, mobile Internet use trumped PC use, and this
upward trend isn’t stopping anytime soon. The beauty of
responsive Web design is that it adapts to screens based on
the screen size, not the device itself. This means that your
responsive website will still look great when adapting to new
devices—such as smart TVs and wearables, such as smart
watches and glasses.
Want a bonus reason to enhance your website? Responsive
Web design is recommended by Google to boost your SEO.
Five Reasons to Make Your Website Responsive
m;Is it easy to navigate? The navigation options should
be easily accessible, logically titled and relevant to customers’ needs and interests. Another critical piece is load time.
Forty percent of Web users leave pages that take more than
3 seconds to load. So if the bank’s site is taking a significant
amount of time to load, it is missing out on an opportunity
to build traffic, keep potential customers on the site and
ultimately promote its brand.
m;Is it responsive? Responsive web design is a design ap-
proach allowing websites to easily adapt to varying screen
sizes, providing an optimal and customized viewing experi-
ence for site visitors. Due to the increased use of mobile and
tablet devices, it is crucial that websites be responsive so that
any customer, regardless of how and where they’re viewing
your website, has a seamless, interactive experience.
How can you tell if a bank’s website is responsive? Look
at the site on multiple devices (your desktop, a tablet and a
smartphone) and see if it the content is properly displayed on
each device. If the website content adjusts to fit the changing
screen size, it is responsive. Examples of great responsive
websites include: City Bank (
Field & Main Bank (
m;Is it up-to-date? A website that is out-of-date indicates
that the bank is antiquated; it doesn’t have newsworthy
updates to share with its customers and likely doesn’t have
many customers interacting with the brand and demanding
A powerful website—one that is easy to navigate, responsive and regularly updated—can influence customers’ trust
in the bank’s brand. And a bank that has developed a trusted
customer base is one that is set up for success and potentially
To evaluate a bank’s brand presence, look at its overall
marketing messaging and brand look and feel
across all of its channels.