The responsive design or adaptive design is aimed to improve the user experience when accessing a web page because it adapts to the device being used. And it is not only applicable to the webs, also the newsletters or emails can have an adaptive design.

With html design and development you can get all screen resolutions covered by a single version of the web or email and optimize on any device: computers, tablets, smartphones …

This technique is becoming increasingly interesting for companies and gives them greater competitive advantages, since the consumption of the Internet in mobile terminals has increased dramatically during the last year and is expected to grow more.

Users can use smartphones and tablets to interact with business at any time, any day, anywhere :

The consultation on mobile devices (smartphones and tablets) is no longer only done in mobility, also when we are at home resting or consuming other means such as television. Its use to learn about brands, products and prices, even while shopping at a physical establishment, is becoming an increasingly consolidated practice.

The use of electronic mail and access to social networks are among the most daily activities carried out through smartphones and tablets and the consultation of emails related to products and services is entrenched as a widespread habit.

In this context, companies or brands that take advantage of being visible in multi-device will be increasing their conversion ratios (more leads, more subscribers, more sales …). But are companies adapted to mobility? Are your websites optimized to display content in different screen formats? According to a recent eConsultancy study, only one in four companies has an adaptive strategy.

Mcommerce: Timid growth

The latest study on eCommerce indicates that while the use of multi-device in all phases of the procurement process has experienced significant growth, 80% of users still prefer the PC as a terminal to end the purchase.

However, they use mobile devices to find out about the product, access coupons and discounts, get feedback from other users on blogs and social networks, etc. Thus becoming a key piece during decision making.

While it is important to invest in positioning, online advertising campaigns, email marketing, promotions with QR codes, etc. It is even more important to adapt the company’s strategy to this new reality and avoid the abandonment of a website, as well as not reading emails, because its contents are not adapted to different devices. It would be comparable to open an establishment in a central place, betting on a spectacular decoration and an assortment and interesting merchandise, then have hung the sign “closed.”