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Responsive Design

What is Responsive Design

You are looking at it. This page has automatically changed to be viewed by tablet devices.

You are looking at it. This page has automatically changed to be viewed by mobile phone devices.

Responsive design is the way your website responds to its environment which could be a desktop monitor, tablet or mobile phone. Depending on what device is being used we can control functionality, content and visual appearance to adapt specifically for the device requesting to view the website. Since the birth of the internet (until recently) we know that most people accessed websites via their work or home computer so the website would always be displayed in full screen through a desktop monitor. Nowadays this is not so much the case due to the popularity of tablets like the Ipad and internet accessibility via mobile phones.

The increase of websites being accessed by tablets and mobile phones is on the rise especially with the rapid development of 4G enabled devices. Here are some facts to consider:

  • 91% of the people in the UK have their mobile device to hand twenty four hours a day, seven days a week and they check their phones on an average of 150 times a day!
  • It is projected that mobile phone website browsing will take over desktop browsing by 2015.
  • An estimated 90% of people use multiple screens to access the internet.
  • A staggering 90% of smart phone searches result in a purchase or visit to a business website!
  • 62% of visitors will return to Google to find a site that is easy to use and easily readable.

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responsive design statistics

What does Responsive Design look like?

Responsive design is a scaled version of your original website that has been adapted to the device requesting to view the website. Why? Because it makes the site much easier to read and use, resulting happier visitors, returning visitors and conversions such as a user making a purchase. Let’s take a mobile phone for example. Most smart phones these days are touch screen enabled making it very easy to scroll up or down with the swipe of a finger. Responsive design eliminates the need to scroll left or right making the website respond more like an application rather than a website which increases the websites usability.

Responsive design also allows you to cut elements from the mobile version of your website allowing you to display content by priority. For example: Our website (www.pixperfect.co.uk) uses a slider element on the home page for desktop and tablets but for mobile phones the slider disappears. Why do we do this? Because mobile screens are much smaller than tablets and phones so the slider element would take up most of a mobiles screen which is ineffective as the slider element is only used to make the site visually attractive.

You can also add elements just as easy as removing them. For Example: Our website adds a button at mobile phone level which allows users to click to call us. Obviously a ‘click to call’ is not required for a desktop monitor or tablet but is very useful for a mobile phone eliminating the need to copy and paste a telephone number using your phone which is very frustrating.

responsive design example



  • Improves usability for your users
  • Helps to boost SEO ranking with search engines such as Google
  • Keeps users on your website for longer
  • Drives sales and calls to actions
  • Drops unnecessary content to target tablets and mobiles
  • Add useful buttons such as ‘click to call’ for mobiles
  • You only need one version of your website that adapts to each device
  • Reduces website maintenance costs
  • With the new Google update the search results show if your site is mobile compatible
Google mobile friendly