A brand can be defined as the completeness of all experiences related to a product or service delivered by this brand. Experience is a keyword here, as consumers pay more attention to the presence, utility and satisfaction that is gained from using a branded product or service.
In response to this, companies have put more resources into departments that study people’s behavior, attitudes and emotions towards a particular brand and then adjust it for one user. UX has become an important element of a brand.
What’s more, people are more active on mobile devices and they demand a friendly and easy to use interface. Compatible web design across different devices is not an additional feature that sets your brand apart from others – it is a must. These trends have had an impact on a new approach that believes web design should provide an optimal user experience across different devices.
Even though many companies try to follow this approach, they forget about some details that discourage users from their web sites. Often, by changing these small things they can gain a larger group of customers.
every second counts
According to KISSmetrics, nearly half of surveyed users claim they will wait for only 10 seconds for a site to load before abandonment. If you run an e-commerce business, a 1 second delay can cause you to lose 7 percent in conversions. This also reduces customer satisfaction and the likelihood that they will revisit your site.
Mobile websites problems
In addition, mobile Internet users face a lot of problems while browsing on their devices. The most common were mentioned: very slow websites, errors while loading, or difficulties in reading pages. Those problems are reason enough to leave the page and never come back. You cannot tolerate this kind of loss.
Responsive vs. Adaptive Web Design
With the widespread rise of mobile technologies, developers and users have argued over which approach would be better: responsive (RWD) or adaptive web design (AWD). Both are intended to provide visitors with a better mobile user experience, regardless of the type of mobile device and screen size. They share the same goal with whoever uses the tools to enable effective and smooth navigation on a website, but differ in the way each design is delivered.
Simply put, responsive web design adjusts the website layout to any viewing tool that uses CSS media queries to change styles based on the target device, such as display type, height, width, and so on. It provides a fluid design that provides changes and responses to fit any screen size.
Adaptive web design, on the other hand, uses a static, predefined layout based on the device screen size. AWD accepts the size of a known device and does not respond to it initially after loading. There are generally six common screen widths.
Most of the new websites are based on RWD, as it offers many undisputed advantages. First, there is only one website with a URL. This means not only easy page creation and management, but also easy social sharing from the users’ point of view. What’s more, a URL for the same website across different tools positively affects SEO. On top of that, responsive design gives a better user experience.
There is a great deal of new projects in responsive web design. However, adaptive design is commonly used for retrofits.
Description that matter
There are still many mistakes that marketers and developers make of web design. The main reason for this is the fact that they do not see from the point of view of visitors and forget about some details, which makes a lot of difference. This particularly concerns mobile devices. What are the major mistakes?
1. slow down load time
As I mentioned earlier, the most common reason for leaving a website is its extensive loading time. You cannot leave your website before you have a chance to convince him of your products or services. This would be similar to losing a customer in a retail store, simply because of closed doors.
2. Small active ingredients
5904590295719f72d68f5de9_640 Another disappointing thing is that while browsing on mobile people complain that there is poor navigation, resulting in very small buttons or very little spaces between buttons. You have probably experienced this irritation many times, when you tried to press a button with your finger and opened a link instead.
3. Text not adjusted for small screen
The weight of text in a 12-px font can be discouraging and may not attract a visitor’s attention. And then, there may be a reason to leave the page in a few seconds after entering it.