Responsive Design Changes that Can Improve Conversions


People access the internet on a variety of devices today. This means your potential customers can check out your business at any time of day or night. It also means that your website has to be optimized for desktops and mobile applications. That can pose a problem that could be costing you sales conversions.


Many businesses trend toward longer content on basic website pages thinking it’ll make their website rank higher, but here’s the thing: search engine placement is based on the value of the information and how that information relates to the page’s purpose. If you can get your point across in 200 words, there is no reason to force 2,000 words on the page if the content is rambling.

Mobile users don’t want to navigate through long blocks of text. They want to skim and find what they need quickly. Using organized content that includes subheads, bulleted lists, and other similar formats help people on mobile devices to stick around your website longer.


Being able to navigate through your entire website should be just as easy on a mobile website as a desktop website. This can prove to be a challenge if you have a larger website, but it isn’t impossible.

The key to simplifying the navigation on your website is to keep the navigation bar easily accessible and make sure that all links go to the intended page. Most visitors to your site already know what they’re there for. It is your job to make it easy for them to do what they need to do.

A visitor to your website who wants to place an order with your company might give up trying to do so because they can’t figure out how on your mobile website. Instead, you should make sure that your mobile website (and the desktop version) have a clear call-to-action on each page. Your visitors won’t have to waste time searching because everything is clearly laid out in front of them.


Some people use ads to make their websites profitable. There is nothing wrong with well-placed ads or even pop-up ads; however, when you are optimizing your website for responsive design, you have to consider how those ads are going to convert.

Ideally, you will opt to use mobile overlays on the mobile version of your website instead of pop-up ads, which can cover the entire mobile screen. They might be hard to click off of so that your visitor can actually see your website.

If you are using ads on your website, make sure that they are enhancing the experience of visitors. If the ads are more of a nuisance, visitors might begin to think that you are more interested in making money instead of helping them solve a problem with your product or service. That isn’t the message that you need to send to your customers.


You have to make sure that the pictures and videos on your website give customers the message that you want send about your company. To do this, you have to see how pictures and videos transfer over to the mobile website.

One issue that you have to think about when you are adding pictures and videos to the website is the size. Mobile websites are sometimes slowed down by large pictures and long videos. Again, visitors to your website likely want to meet their objective as quickly as possible so that they can move on with other activities.

Another issue that you might find with the conversion from desktop to mobile is that the videos can’t play on the mobile website. This poses a problem if the website’s page is based on information in the video. Additionally, the videos might be fixed in size and won’t transfer over to the proper size for mobile devices.


When you are trying to improve your website, whether it’s the desktop experience, mobile experience, or both, look at the data you have regarding the website’s visitors. Looking at this data can give you clues about which pages are the most popular so that you can build your improvements around those pages. This can also help you learn where to focus your research and development or capital improvement budget.


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