‘Why Responsive Design Does Not Care About Your Customers’ – ‘MarketingExperiments’ Blog
John Tackett says, “Responsive design, like any new technology or technique, does not necessarily increase conversion.
This is because when practicing Web optimization, you are not simply optimizing a design; you are optimizing a customer’s thought sequence. In this experiment, we discovered the impact responsive design has on friction experienced by the customer.
Background: A large news media organization trying to determine whether it should invest in responsive mobile design.
Goal: To increase free trial signups.
Research Question: Which design will generate the highest rate of free trial sign-ups across desktop, tablet and mobile platforms: responsive or unresponsive?”.
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