If you don't have responsive web design -- a design that fluidly adapts your website's page to fit any size screen or device as a visitor browses -- you're missing out on higher conversion rates.
The necessity of responsive web design first came when consumers began preferring their mobile devices over desktop browsing experiences. Google cemented the need for responsive web design when its algorithm update in April 2015 rewarded websites for mobile-first design.
And when you look at it from the visitor's point of view, the need for responsive design becomes crystal clear.
In our multi-device age, as a user navigates your page they will switch devices mid-way or share your content with someone who has a different device. Your link could travel across multiple kinds of devices in a split second. If your website performs well under those circumstances -- adapting seamlessly on any screen -- users will stay with you.
But if the user encounters resistance along the way, a clunky layout because it doesn't fit or an image that's impossible to see on their screen, they'll drop your link and move on to something else. You've just lost a conversion.
However, responsive design also improves conditions for the website owner, not just the potential customer visiting the website -- especially when it comes to testing the landing page of your website as you work to optimize your conversion rate.
Abraham Nord of Search Engine Land explains how responsive design helps you test landing pages more effectively for conversion rate optimization (CRO) purposes. It's easier to set up the tests and run them because you only have to do the test once. The responsive design of your page functions smoothly across the variations you test, which saves you work.
Nord pinpoints other benefits: "Tests will also conclude faster because more traffic is being pooled together, thus gaining valuable insights faster. Lastly, testing on responsive pages can more easily include in-depth analysis of cross-device usage, etc."