Responsive web design is a modern and revolutionary concept that is impacting online businesses whether small or big, and whether a start-up or established. You have often heard that by having a responsive website that is in the RWD standard, you will receive many benefits. The benefits of a responsive website are a user-friendly, transparent and readable site and higher rankings of RWD site in the search engine result page (SERP)-the search giant Google ranks RWD websites higher as compared to normal websites. Besides, the conversion rate of the RWD site is comparatively better than other websites, which means that the potential customer will engage on the RWD site in a better way. Eventually, these potential customers become the website’s ambassadors and they will start referring the website to their family and friends.

By having a website in the RWD standard, visitors will stay on our website for longer durations. By attracting more visitors and longer engagement durations, an RWD website always has high conversion and low bounce back rates. Finally, the most significant benefit of an RWD website is the low maintenance cost in case if it is a mobile website. The RWD concept was not there but it evolved in recent times.

About ten years back, websites were primarily designed for desktop computers. At that time, designers used the standard resolution 1024px x 768px to design the pages. The appropriate wrapper, i.e. page width, was considered suitable for around 960-980px, including the browser sidebar and the scrollbar was to be completely invisible.

The proliferation of mobile devices and other screens have changed the whole story. With 60% of the users browsing the internet through mobile devices, it became essential to design a website that can be easily adapted to every screen. So the website designers took a step into the future and created responsive websites and improved the resolution of websites. By exploiting this disruptive technique, the designers created websites that were ideally displayed on any mobile device, starting with phones with small displays and ending with large TVs regardless of their screen resolution. The necessity has forced the designers to design websites that can be easily adapted to various mobile devices and not only to a computer that was once their favorite device.

Thus, with the emergence of mobile devices, the concept of RDW came into existence, which can be specified as a perfectly matched website that automatically responds to the needs of a particular display, while providing it with a good presentation of the page’s content, i.e. good readability, very convenient navigation, and a good user interface. As a response to changing digital environment, designers have started to exploit new technologies that provide ever greater convenience for the users themselves using their mobile devices.

RWD is a method that allows us to design websites in a universal way that will adapt to every size of the windows in the browsers of all mobile devices. This RWD standard has become increasingly important for mobile websites because now we have a plethora of devices like tablets, smartphones, desktop computers with standard and high resolutions as well as TV sets. But what exactly is RWD and how it works?

The RWD websites work on the concept of so-called media queries, which are implemented in CSS code. These media queries automatically recognize the resolution of a given browser and determine the most appropriate, separate style sheet, which is created for the resolution of the concerned. Also, RWD contains JS scripts supported navigation, which is tactile on the side or modifying DOM elements in HTML code depending on the specific needs. These were two elements behind the magic of RWD.

For designing a responsive website, a thoughtful and careful strategy is needed at the stage of preparing mockups, prototypes, graphics, HTML and CSS. To support this process, the use of CSS language extensions (e.g. LESS, SASS) became more popular. Preprocessors are changing the way of writing style sheets from static to software ones and facilitating the implementation of RWD. Fully configurable frameworks using a column grid (e.g. Bootstrap, Foundation, and Tweeter Bootstrap) are also very helpful. They already have defined, most commonly used elements of websites along with a full set of additional tools necessary to create and develop it. After you have developed an RWD website then how will you test it or how you can distinguish a responsive website from a non-responsive one?

To recognize if a website is created in the RWD standard, it is very easy to check. On a given mobile device, e.g. on a tablet, if we are forced to enlarge the website’s elements, it means that the given website is not responsive. On the other hand, if the content is automatically configured for our readability and everything scale up nicely on its own, then it means that the website’s owner has invested in it and we can call the page responsive.

It is of utmost importance to make a responsive website because thanks to its readability and a huge number of mobile users, we can reach a very large number of users whom we want to convince our business. So it is worth adopting a given website to the needs of users because technology changes with each passing day and new mobile devices are constantly emerging and you can’t afford to lose potential customers. Nowadays, everyone has access to the Internet, regardless of where we are and to browse it instead of a computer; we use mobile devices more often. Browsing on mobile phones is much more convenient, especially for people who travel a lot or who like to work on trips. We can’t always take a computer with us, while a small mobile device always accompanies us.

In 2017, the RWD pages were among the most popular websites in website design. To say that a website is professionally made, it must be responsive, because this is one of the basic characteristic features of a professional website. Just a few years back, such a determinant would be considered an invention, but today it is simply a standard. It’s also about thinking ahead and about new devices that will appear in the future.

The world has become so busy that few people have time to enlarge elements on the website, therefore all information must be immediately readable and properly set. The text must be arranged in appropriate columns to intuitively find what interests our users. Many people, to save time, analyze website text while traveling. Therefore, a website needs to load quickly and the relevant information that interests users should appear instantly without unnecessary search stress for the users.

The RWD website makes life easier for users due to minimalism, which helps them to choose the information that is most important to them. It is supposed that if on the screen of a phone, for example, much less information fits, the page will be worse, and minimalism will be the most desirable strategy in such cases because it helps us to choose only the most important and relevant information. If we have an internet business, such customers will find in a few moments what they are interested in and thanks to the fact that the internet is available everywhere they will be able to quickly make decisions related to the choice of a given thing/product. An RWD website will gain more customers and money. It is also a proven fact that the order rejection rate of an RWD website is t much lower than non-responsive websites. By a responsive website, we will also gain from a better search ranking of our website.

Also, responsive websites have better conversion rates and low bounce rates. The reason for high conversion and low bounce rate is that the users find what they need faster on it and the site meets their requirements. The search algorithm of the Google search engine is really ruthless and to have a good ranking of our website, its responsiveness is a crucial ranking factor. Not only Google confirms this principle, but also the SEO experts, confirm that a responsive website is always ranked higher in search results as compared to non-responsive websites.

The RWD standard of the website itself also has a positive impact on its speed. For a website to load quickly and efficiently you need good graphics compression, constant monitoring of their sizes and formats, so having a responsive website we don’t have to worry about it because we can be sure about the quality of its speed. In 2018, Google declared that websites that will be made in the RWD standard will be displayed higher in the browser list than other websites. It is uncomfortable to spend too much time on the site to load slowly, especially when our internet speed is slow. Most users, when they have to wait a long time for the page to open, simply close it. Having a non-responsive website, we can lose many potential customers because they simply can’t wait when our website’s speed is slow-they lose interest and give up searching.

A good website should have a well-designed interface, i.e. the menu should be nicely done because structured content will provide us with a longer time spent on the site by users, which will also translate into better search rankings. Each of the views on the page must be very well refined, i.e. we must choose the most important content and think about whether any animation or graphics we have chosen are not necessary. If they are unnecessary, it is better to give them up in mobile views and make the layout more mobile-friendly.

In conclusion, it can be said that the RWD standard site has a lot of advantages and it is worth investing a little at the beginning because creating something immediately with your head, taste, and idea will give us the possibility of unlimited transmission of our offers to users and communication with them and will increase our reception ranges, thanks to which our business will prosper and we will save time and gain money.

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