Calculating ROI On Responsive Web Design

Research indicates that people spend more time online on their mobile phone than their desktop or laptop computers. comScore showed that as far back as 2013, PCs dominate working hours but yield to mobiles and tablets outside of the "daily grind".

Wikipedia describes "Responsive Web Design" as an approach to web design aimed at providing the best viewing experience across a wide range of devices. It's a "build once, deliver anywhere" strategy where you create a website that automatically adapts to the device accessing it. 

Your website needs to be "mobile-friendly"... as well as "everything-friendly"! A question many business owners have is, "I understand the need, but how much is it going to cost me?". Let's look at approaches to calculate the Return On Investment (ROI) of Responsive Web Design.

Calculate your real costs

Adobe, a creative software company, suggests you ask yourself some key questions:

  • Do you spend lots of time supporting customers who only access your website on a mobile or tablet device?
  • Are you maintaining separate design, development and content teams for your mobile website and desktop website?
  • Are you maintaining separate code bases, software, test and quality assurance procedures for mobile and desktop?
  • Is your organisation struggling to keep up with new devices that have constantly changing dimensions and screen sizes? 

Calculate your lost sales

It is estimated that this year mobile searches will exceed desktop and laptop searches. Google has begun to penalise non-responsive and "non-mobile-friendly" websites. Have you noticed a drop in sales and/or a drop in your Google search rankings? 

Another downside to a non-responsive, non-mobile-friendly website is the impact on customer behaviour. Kissmetrics reports that if an e-commerce site is making $100,000 per day, a 1 second delay could potentially cost $2.5 million in lost sales every year. If you have a website that's geared for fast desktop Internet connections, you'll lose many potential customers on a mobile or tablet. 

The bottom line

Only you know your business the best. So while research and estimates are useful, it's best to do the maths and take the right steps to ensure that your website looks and works best on all the devices your customers (and potential customers) use.

Get in touch with TeamWired today and find out how we can deliver outstanding return on investment for your responsive, mobile-friendly, tablet-friendly website.

Photo Credit: Flickr/Luke Wroblewski