Responsive Web Design Isn't Just For Websites Anymore

September 27, 2013

Picture it. You’re basking in the glory of having just launched your new website, complete with responsive design, and the praise is rolling in. Sometimes you find yourself on your desktop, clicking the bottom right corner of your browser window and moving it left, then right, then left again, watching the content cascade and expand. It’s a beautiful thing. But deep down you know there’s more to be done. It’s time to start thinking about responsive design for the digital properties you use to drive traffic to your website. 

Responsive Landing Pages

A responsive design was a priority when you re-launched your site because your analytics show that visitors are using various devices to access your content. So it makes sense that your site’s landing pages should also leverage a responsive design. Many of your mobile visitors are arriving to your site by clicking through an external link, either via organic search or a pay-per-click ad. Their first interaction with your website is likely with a landing page, so making sure you’ve optimized your content for the mobile medium is important. Clearly communicating your value proposition while also offering a great user experience is critical step toward making a positive first impression and driving visitors to engage and convert.

Creating landing pages with a responsive design employs the same techniques that you became familiar with when launching your new website. You'll want to create multiple landing page templates so that you can easily test which responsive design works best. Some things you’ll want to keep in mind:

  • Is your most compelling content prominent?
  • Does your design highlight your call to action?
  • Are you telling your story effectively?

Responsive Email Templates

If your email campaigns are not viewable on devices with smaller screens, you could be in big trouble. A recent survey by email provider Constant Contact found that 75% of smartphone owners say they are “highly likely” to delete an email if they are unable to read it on their mobile device, making it much harder to increase traffic to your website. To ensure your communications don’t meet with an untimely visit to the trashcan, you’ll want to create responsive email templates that make it easy to view messages on various devices.

As with any new design, make sure you test your responsive email templates and landing pages. Be sure to analyze your results to determine what works well and make changes to the things that don’t. Take advantage of the data to create more sophisticated content that will engage your audience and help you meet your business goals.  

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