In this ever-evolving era of online-first business, a website is the new marketing frontier and a space HR professionals should utilize. It’s the first touch-point between a company and their customer. Through their website, a company has the ideal opportunity to define their brand. And brands that don’t present a unique identity and a seamless browsing experience through their company website will fail to achieve their maximum audience reach.
With thousands of new web businesses created each day, this failure to combine unique branding elements with the latest in site design techniques can have lasting consequences. This means proactive organizations must show customers they understand their immediate requirements in order to build a mutual relationship based on brand inherent trust and core brand credibility. The building of a website that performs seamlessly across all media platforms is instrumental in gaining that trust.
Brands Can Captivate Audiences with a Seamless Mobile Experience through Responsive Design
We know that data from The Aberdeen Group shows that a one second delay in page load time can cause 11% fewer page views. Every second counts online. Because each moment of confusion within a site user’s browsing experience is costing companies thousands of dollars. Brands must react. And one design solution is paving the way for a greater connection between brands and their audiences – responsive web design.
Responsive web design is one of the latest and most hotly debated topics in web design. It allows the look and feel of a website to automatically adapt to the device screen the site is being viewed on. Using this technique, companies are now adapting their web content for the mobile viewer, who can then swipe and press their way through content easily. The urgency of this move towards greater design flexibility is precipitated on a range of studies and reports released this year detailing the rise of mobile computing.
The Adobe 2013 Mobile Consumer Survey showed that smart phones are now becoming the preferred form of accessing the web. And an April 2013 release from Gartner showed that sales of mobile systems have already taken over desktops and laptops. It’s clear to all who are paying attention: mobile is the way forward. Such market-altering statistics have traditional internet marketers afraid.
Change How Site Viewers See Content
But there’s nothing to fear for progressive firms who understand the forward momentum in the mobile marketplace, and the need for greater design flexibility. It’s simply a matter of adapting brand websites to the way the majority now view them. The mobile user won’t click through various web pages and drop down menus to find a particular area of a website. They want direct access to all areas with one click on their device. They won’t wait for a video ad that has been built for desktop browsing to load on their 4G cell phone connection. They want immediately usable content that will help them achieve their on-site objectives.
Giving mobile site users this type of capability has been shown to increase visitor-to-customer conversion rates. It’s also how today’s leading mobile-first brands are now cementing their presence online. The way forward is in removing the barriers between the site visitor and the brand. Companies that pay attention to the industry data and simplify their site design, based on changing user requirements and worldwide trends, can achieve a truly responsive brand presence on all platforms.
