Why Responsive Design Fails
Stop me if you’ve heard this one before: you open a webpage on your phone, only to be greeted by what is clearly a desktop-intended viewing experience. Sometimes, the site is actually responsive — just poorly conceived for mobile users.
We’ve been in meetings that led to this kind of result, and the justification on offer is usually the same: “well, some people will just have to pinch and zoom. They can’t expect to get the same content on mobile as on desktop.”
Problem is, most users do expect the same content: one study suggests that 72% of mobile and tablet users expect a consistent experience regardless of device. Other research suggests that when mobile users don’t find what they want, a third of them will simply give up on that brand and never return to the site.
If you’re in the ecommerce business, these trends should be especially noteworthy: mobile commerce now represents the majority of ecommerce, with experts predicting it will account for as much as 72% in 2019.