The Business Case for Responsive Design

Matthew Crist

Cantina

Getting the deciders to invest in responsive design

How can responsive design positively impact the bottom line?

Everyone has opinions about responsive design

Responsive design allows us to meet the customer on their terms

Responsive design allows us to build a better experience on the web

Responsive design helps us focus on the content and features that matter

Responsive design doesn't anger your customers

I don't want your !@#*%$^ app.

http://cri.st/PeHp

Every asset you send to a mobile device costs that user money

1kb of page weight = $0.00008

300kb page = $0.024

Responsive techniques can reduce size and provide better experiences

Media queries and polyfills to only send assets that clients need

Lazy load content where possible

Responsive design doesn't come without extra development costs

Time to resolve design questions

Time to develop the front end

Time to develop the back end

Testing

Why bother?

As a developer, responsive design is a best practice we should all use

As a manager, numbers numbers numbers numbers numbers

How can I convince my boss that we should use responsive design?

Because Forbes says so...

http://cri.st/PRm3

The gap between developers and managers is easily built.

Let's look at the intangibles...

Responsive makes everyone happy

customers equals $$$

Google's official recommended way to support mobile

“Sites that use responsive web design, i.e. sites that serve all devices on the same set of URLs, with each URL serving the same HTML to all devices and using just CSS to change how the page is rendered on the device. This is Google's recommended configuration.”

— The Guys That Rank Your Site In Google

https://developers.google.com/webmasters/smartphone-sites/details

Provides for the graceful handling of those older browsers

A fun and challenging task / learning opportunity for developers

What about separate mobile sites?

Separate mobile can be less user friendly and assumes context

http://xkcd.com/869/

Separate mobile sites may not cost more to build initially...

maintenance will cost more.

The cost of responsive is greatest with your team's first project.

What about native apps?

Native apps have websites

Some work on mobile...

other ones do not.

Responsive isn't a silver bullet.

Responsive is a tool.

The Data

At the end of the day, data is what matters the most

Data related to launched responsive designs is difficult to come by

O'Neill
iOS Transactions
112.50%
iOS Revenue
101.25%
Android Transactions
333.33%
Android Revenue
591.42%

http://electricpulp.com/notes/you-like-apples/
Skinny
Ties
Revenue
42.4%
iPhone Revenue
377.6%
Conversion Rate
13.6%
Bounce Rate
23.2%

http://gravitydept.com/blog/skinny-ties-and-responsive-ecommerce/
Time
Mobile & Tablet Traffic
10%
Unique Visits
15%
Pages Per Visit
23%
Bounce Rate
26%

http://www.magazine.org/timecom-gm-craig-ettinger-bringing-responsive-web-design-iconic-brand
Parents
Overall Traffic
118%
Mobile Traffic
38%

Parents.com analytics server

fin.

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