Adaptive Design Means A Website With High Usability

Websites today are all about ‘authority’. A site’s authority can be measured in many ways; from traffic analytics to third party indices to social media approval to organic rank to conversions, aka sales. Ultimately, the value of an organization’s site is measured by its stakeholders’ performance expectations. It’s the site’s authority on the web, however, that gets you there.

Whether it’s known to them or not, companies considering rebuilding their corporate site are likely dealing with authority issues. Low authority on the web can be caused by many factors such as aging infrastructure, site architecture, usability issues, content issues or all of the above. It all boils down to providing a good quality user experience. 

Delivering A High Quality User Experience

The first step in delivering a quality user experience is knowing your audience. This means we must not only attract our target audiences, but we must retain them on our site. If your target audience visits your site and there’s no spark, there’s no retention. And if there’s no retention then your goals and the expectations of your stakeholders will not be met. If there is one thing we know about most audience, it’s that they love attractive visuals. Engaging these audiences through stunning creative is the key.

Beautiful creative, however, is only part of a quality UI design. The design must also provide a fantastic experience across multiple devices with varying screen sizes and resolutions. This is where Adaptive Design concepts should be applied. If you don’t have a mobile-optimized version of your web site then this is not only a problem from a Search Engine Optimization (SEO) perspective as stated by Google (i.e., lower organic rank), but it can result in usability issues on mobile devices such as small tablet devices and smartphones. These usability issues generally result in higher bounce rates and less time on site for mobile visitors. Higher bounce rates also contribute to lower authority.

Solving These Issues With Adaptive Design

Adaptive Design seeks to dynamically adjust you web site’s page content based on the size of the screen or the type of device visitors are using. This methodology results in a smooth user experience regardless of the device being used, plus it adheres to Google’s best practices for high organic rank in mobile searches.

Combining a great user experience with superior functionality is the golden ticket when it comes to achieving authority with your web design. And Adaptive Design is one of the best ways to accomplish this goal.