Website Design for a Multi-Device World

The array of devices through which people interact with online content is larger and more diverse today than ever. To underscore the point, try this little exercise – take a look around your house and find every device you own that can access the Web. For me, the list looks like this:

• Desktop computer
• Laptop computer
• Netbook computer
• iPod touch (x2, each a different generation)
• iPad
• Kindle (x2, each a different version)
• Android phone (HTC EVO)
• Gaming system (wii)

Each of these devices has a different screen size, and the experience of accessing web content is different on each.

That’s why, if you want to ensure that your website will provide an experience that truly engages your audience, it must be designed specifically for this multi-device world in which we all live today.

The multi-device user

The multi-device world is populated by multi-device users. While a staggering variety of devices are, indeed, being used to access web content today, it’s also important to remember that the same user is often using multiple different devices to access your website – and they expect that site to work well regardless of which device they happen to be using at the time.

To illustrate this point, let’s consider the scenario of an average everyday activity that occurs on the Web: mom planning the family vacation.

As she starts her day, she does a quick search on her iPhone and starts to peruse a few sites that strike her interest as she enjoys her morning coffee. Later she takes advantage of her lunch break to continue her research. She visits many of the same websites as she did before, this time reading more and delving deeper each one now that she’s seated comfortably in her chair behind her desk and has more screen real estate to work with. That evening she shares her findings with the family, flipping between sites on her iPad as they unwind on the couch. In each instance, she visits many of the same sites, and she expects them to perform just as well no matter which device she has in front of her.

More than just mobile phones

You have likely been introduced to the concept of “mobile websites” and have been told that your company needs one, but as the scenario above illustrates, the multi-device landscape encompasses much more than just large desktop monitors and small handheld phones. There are many devices and screen sizes in between, and your website must be equipped to work well on all of them. That’s why a separate “mobile-only” site is not the best way to serve the needs of the multi-device user.

A mobile-only solution relies on technology that detects when your website is being accessed via mobile phone and redirects the user to a completely separate version of your site – one designed specifically for the typical screen size of a smartphone. These mobile websites often feature less content and fewer features in order to minimize both navigational complexity and load time.

The problem with the mobile-only approach is that it only addresses the needs of one specific type of device. Large desktop computers get the “normal” browsing experience while mobile phones get a smaller, more streamlined version.

But what about the multitude of devices that fall between these two extremes? How do we serve them effectively?

Going responsive

There are a number of deficiencies with a mobile-only approach, but the inability to serve today’s broad array of devices is the most detrimental.

If the mobile version of your website offers less content and fewer features than your desktop site, you run the risk that a user will be looking for content that you have decided to eliminate from your slimmed-down mobile site. This is a problem, because when a user comes to your site looking for something specific and they can’t find it, their natural response is to go looking for it somewhere else – which usually means your competitor’s site.

After all the effort your put into attracting users to your website, anything that drives them away – like a user experience that is not optimized for the device they are using – runs counterproductive to your goals. So how can you embrace this multi-device world and ensure that your website can succeed in it? It’s time to go responsive.

What is responsive web design?

Responsive web design is an approach that has gained much favor and momentum in the web industry in the past few years – in part because it offers a solution to many of the limitations that mobile-only websites face.

A responsive website is one that intelligently rearranges its layout based on the size of the user’s screen. For instance, let’s say your site normally presents its content in three columns. The smaller a screen gets in size, the more problematic this layout can become, as the columns become so narrow that their content is unreadable and their buttons are un-pressable.

With responsive design, when a visitor is using a tablet in portrait mode or a laptop with a very small screen, those three columns reflow into a two-column layout that is better suited to the dimensions of those screens. For handheld phones, the design shifts to a single column of content with text and links that are large enough to be easily read and touched even on a very small screen. In this way, you have one website that “responds” to the multi-device user, adjusting its layout based on the particular device they are using – hence the name responsive design.

The benefits of responsive design

Efficient maintenance

It’s hard enough to keep one website updated with timely, relevant content; updating content across multiple websites is even more challenging.

When you go the mobile-only route, you end up with multiple websites to maintain. With a responsive approach, however, you have only a single website to manage. This makes it easier to keep your content consistent, because anytime you make a change to your website, that change is seen by all visitors regardless of the device they are using.

Zero gaps

As we saw earlier, supporting the multi-device user means being able to accommodate more than just large desktop screens and small handheld devices.

A responsive web design approach does indeed address these two extremes, but it also fills all the gaps in between, adapting its layout to perform seamlessly on the widest range of screen sizes and devices possible. This is especially helpful for those users that jump from device to device, as described earlier, because the site will adjust to their needs and present them with a consistently good experience regardless of their choice of device.

Adaptability

Because a responsive website design will reflow based on the screen being used to access it, your website will be equipped to support not only those devices that are popular today, but also those that we don’t even know about yet.

As new devices are released – some of which will undoubtedly also introduce new screen sizes or resolutions to the market – you can rest assured that your responsive site will do its best to present an optimal experience by “responding” to whatever type of screen it might be presented with.

Go big

While much attention is paid to how your website will handle smaller screens such as those on smartphones, there is another end of the spectrum to consider: large devices.

A responsive website can not only reflow its layout to present an optimal experience for small screens, but it can also do the same for very large screens. Large screens are often neglected in website design because even sites that are engineered for desktop monitors are not built to suit many of today’s widescreen displays. However, a responsive approach can allow your site to stretch its legs a bit in order to better fit bigger screens, making use of the additional space to better communicate your organization’s message.

Cost effectiveness

Since responsive design means you need only a single website, deploying this approach can often be much more cost effective than developing separate websites for different devices. This cost effectiveness is compounded further over time as you save the added expense of having to update, maintain and host separate sites for desktops, mobile phones, tablets, etc.

The challenges of responsive design

While there are a number of advantages to responsive design, there are a few challenges as well.

First, responsive design is not a feature that you can simply tack on to your existing website. To be done right, a responsive approach requires you to redesign and redevelop your site from the ground up so that responsive logic can be built into every aspect.

Another challenge of responsive design is that, if not done properly, it can result in loss of performance for users on devices where bandwidth is a concern. Often the small-screen version of a responsive design does away with some of the elements that exist solely for aesthetic purposes (large background images, for example). When such elements are “turned off” for smaller devices, if not configured properly, they might still be sent to the device anyway, meaning those devices are required to download excessive and completely unnecessary data that negatively impacts performance. To avoid this pitfall, make sure you’re working with a team that’s experienced in responsive design and has the technical expertise necessary to ensure that your site tailors both its layout and performance to deliver an optimal experience for any device.

Embracing the multi-device world

Traffic to websites from devices other than desktop computers has risen dramatically in the past few years, and industry analysts predict that number will continue to soar in the coming years. Looking at the hundreds of websites that I help maintain and manage, I am seeing an average of about 30 to 35 percent of all traffic coming from mobile devices of one kind or another and even a few sites where mobile traffic is nearing 50 percent.

As we head toward a future where more than half of our website traffic will come from visitors not using a traditional desktop computer, now is the time to ensure that your website is armed to compete effectively in a multi-device world.

The Good, the Bad and How You Can Do It Better: An Analysis of 8 Great (And Not So Great) Landing Pages

In the world of business promotion and growth, landing pages have a singular purpose: to compel visitors to take a specific action that will further their engagement with your company.

Whether that action is registering for something (an event, an account, a newsletter, etc.), downloading something (a white paper, perhaps) or purchasing something, the goal is to persuade the visitor to complete that action and that action alone – not to tell them everything they could ever want to know about your company, its history and all it has to offer.

A good landing page makes it easy for visitors to understand what you want them to do and why they should do it while simultaneously keeping the process of taking that action streamlined and free of distractions and hassles.

A strong landing page is a critical component of any marketing campaign, whether offline or online. You've convinced someone to take their time to visit the page, so now you need to seal the deal by motivating them to take the next step. While this is no easy task, there are many ways to improve your odds of success.

One of the best ways to understand the dos and don’ts of landing page design is to see them in practice. Here we’ll examine eight very different landing pages and offer our analysis of what they’ve done right, what they’ve done wrong and how you can do it better.

UserTesting.com

The Good: The heading presents a direct, relevant sales message, and the subhead provides excellent support. The copy is clear and to-the-point while the video offer the opportunity for users to learn more without leaving the page.

The "Pricing and Signup" button is very prominent, so visitors know where they need to go next, while the mention of the one-year money-back guarantee provides an important trust-building element to motivate them to take that step.

The Bad: On this site, the landing page is the home page, which is a mistake because there are a number of distractions present that can draw visitors away from the path to conversion.

The navigation elements are too prominent, and the top search bar is completely unnecessary, only providing yet another element of disruption. The display image for the video is a bit cluttered as well.

How You Can Do it Better: When you have a very specific marketing or sales objective to achieve (again, think signing up for your newsletter, downloading free content, launching a new product, etc.), use a landing page.

Your home page needs to serve a diverse array of functions and users. A landing page allows you to provide a completely customized experience focused on helping a more targeted group of users reach one specific conversion point.

Team Treehouse

The Good: This landing page is clean, simple, focused and presents a clear pricing plan right off the bat. The navigation elements aren't so prominent that they distract, but they are definitely easy to find if a user wants to do more research. You know you're getting training videos, but the question remains...

The Bad: What kind of training videos? This landing page took simplicity so far to the extreme that it forgot to tell visitors what they're getting, even if they read all the text on the page. It’s impossible to understand what the offer is without leaving the page, which is a glaring oversight.

How You Can Do it Better: Minimalism is good but only when used within reason.

You must present enough information about your offer on the landing page itself for the user to feel confident in taking the next step. This requires good balance of content and design. It may also necessitate getting a bit creative in how you present your message. Often, a brief demonstration video can take the place of 1,000 words in providing more information about your product or service.

Windows Azure

The Good: Here's a fairly solid landing page. The design is minimalist, the call to action is easy to find and who doesn't like getting something for free?

The heading and description are clear and easy to understand. The superframework (where the logo and log-in links live) is sufficiently muted and out of the way. Overall, the layout is clean and makes it easy for the eye to navigate the page.

The Bad: The main navigation is messy and overly complex. There are two tiers with various buttons highlighted in light blue, which introduces and element of confusion and distraction in an otherwise very clean and streamlined design.

How You Can Do it Better: Navigation is a make-or-break element of every website design, and landing pages are no exception.

When it comes to your landing page, remember that the goal is to persuade the user to take one specific action. Focus on providing them with only the information they need in order to take that action without leaving the page if possible.

If more information is needed than will be effectively served by a single page, keep the navigation streamlined and limited only to those options that serve the landing page’s core purpose.

RightBanners!

The Good: The layout of the page is simple and easy to follow, and the navigation bar is tucked out of the way. The clear pricing structure gives users the critical information they need to know. Plus, the colors are engaging and exciting.

The Bad: The "Submit Your Order Now" heading reads like a button, but it isn't a button at all. Instead, the user must scroll down to create an order – a process that's quite confusing.

There are also too many different sizes of text on the page, which is a direct result of trying cram too much information into the banner area.

This page would work much more effectively if it were broken into a two-step process: a streamlined landing page leading the user to a second page where they could complete their order.

How You Can Do it Better: When it comes to user interface design, the devil is in the details. You must always consider the cues and conventions that users expect when interacting with a page and use those to your best advantage.

For example, navigational buttons are so commonplace that we tend to take them for granted, but they play an important role in your landing page.

Pairing call-to-action statements like “Submit Your Order Now” with a button that performs that specified action is a simple but effective way to provide a familiar interface cue that helps users understand the process that they’re engaging in.

When these things don’t work as expected – as in the example above – it creates confusion and uncertainty that can inhibit the user from taking the action you desire.

PSD2HTML

The Good: This is an excellent landing page. The call to action is clear, and the message is concise. Overall, it's easy to tell what you're getting and where to go next.

The Bad: The page is a bit cluttered, which leads the eye away from the primary point of focus.

How You Can Do it Better: As always, whitespace is your friend.

If the design is cramped, the page will seem visually intimidating to your user. By contrast, allowing the elements on the page room to breathe makes it easier for the user to draw distinctions between different types of information.

DealFuel.com

The Good: Deal Fuel pulls off the home page/landing page combo successfully because it's designed first and foremost to be a landing page.

The design is clever, and the value proposition is prominent. Navigation elements have been scaled way back to allow the header section where the call to action lives to take center stage. Pricing information is easy to find, and the layout of the page helps guide the visitor through the information presented in a logical order.

The Bad: The description paragraph is too long; it's just too much information to include in a call to action area.

Also, the color of the "Buy Now!" button should also be different than the brown used in the gas pump because it fades into the background.

How You Can Do it Better: Never underestimate the importance of color in website design. Color and contrast play a very important role in directing the user’s attention to key elements and establishing a hierarchy of information.

For example, on the DealFuel.com page, simply swapping the colors on the "Today's price" banner and the "Buy Now!" button would create better cohesiveness within the design and make the call to action button more prominent.

AppSumo

The Good: This is a unique landing page that offers a the user a chance to win a prize in exchange for giving the company their contact information.

The call to action button is impossible to miss, and the process draws you in because it's so easy to answer the (very obvious) question and fill out the form.

The Bad: The design is cluttered and the message is difficult to find right away. The heading says "Win the Top 40 Books...", but you don't know why or how immediately. The description that follows is difficult to read because there’s not enough contrast between the color of the text and the background.

Also, putting the books on the left side of the page (where the eye naturally goes first) is distracting. These should be positioned either to the right or below the call to action in this example.

It's also a mistake to offer a reward at such a superficial level of engagement. Users can provide their contact information and enter the contest without knowing anything about AppSumo or what they offer. The brand would be much better served if the page included even a short, single-line description of AppSumo's value proposition.

How You Can Do it Better: Before you create a landing page, you must clearly define the business growth objective that you want it to serve, and then you must decide how best that objective can be achieved in a way that delivers value for both your brand and your customers.

In the AppSumo example, the engagement between the visitor and the brand is fleeting and shallow. While AppSumo does gain the benefit of the user’s information, there’s nothing to qualify this user as a potential customer and no motivation for the user not to simply unsubscribe when they start receiving communication from a company that they still know nothing about.

While capturing a user’s contact information is a legitimate and useful business growth goal, it would be better achieved by offering the user something of greater value in return than simply a one-in-many-thousands chance of winning a prize.

Instead, think of a way to structure the exchange that promotes greater long-term engagement between your brand and this user, whether it’s a providing free white paper that showcases your expertise or offering a free trial of your services.

TemplateSOLD

The Good: The design is modern, and the colors are interesting and engaging. The bold, concise heading makes the purpose of the page very clear. Prices are displayed upfront, so there are no surprises when the user moves to the next step.

The Bad: What is the next step, exactly? There's no one clear call to action. Instead, there are a LOT of calls to action here that muddy the design. The page wants you both to "Signup Now" and to "Download" the themes. There are also a number of different prices displayed on the page, each of which acts as a call to action in its own right.

Last but far from least, there's a major conflict in messaging. While the bold text claims to sell $40,866 worth of themes for just $59.95, the fine print cites a 50 theme limit. This type of marketing gimmick only serves to create confusion and make potential buyers wary of what they're really getting into.

How You Can Do it Better: Whatever you do, never, ever use any kind of gimmick or trickery in your presentation. No matter what action you want your users to take, they’re not going to do it if you don’t first establish a foundation of trust.

Instead, go above and beyond in your efforts to reduce the user’s perceived risk for taking action. When possible, offer a money-back guarantee or free trial period. Make sure you address potential sales objections, and provide social proof to reinforce believability and trust.