The World Wildlife Fund
Thoughtful Responsive Website Design
Today’s blog post focuses on the World Wildlife Fund’s responsive website. We chose to feature this selection for a few key reasons:
1. Simple Navigation
For mobile users, navigation is adjusted according to the width of the browser. Therefore, users are not presented with an over-sized image that is only optimal for a desktop screen. We’ve all experienced the frustration that ensues when we find ourselves endlessly scrolling to access the information we’re looking for.
By featuring fewer links on the mobile website, WWF is able to highlight the features that are important and most likely to be accessed by a mobile user. For example, as a mobile car shopper, I am more likely to click through a photo gallery than I am to read an article. With simple navigation, the user is not drifting away from what you want them to do: opt-in.
The call-to-actions “Donate” and “Adopt” are displayed prominently at the top of the mobile page. For your dealership, “Call for a Quote” or “Request More Information” may be appropriate. Without responsive website design, these key prompts would be hidden from view. All other content is simply in support of the two key action items.
3. Visual Appeal
Perhaps the most impressive is WWF’s use of imagery to draw in the user. Our brains process images 60,000 times faster than text. Within automotive, a focus on visual appeal is particularly relevant. You want your customer to envision him/herself driving a car off your dealership’s lot.
Visual appeal is significantly impacted by scale. Images are adjusted according to the width of the browser and users are given the option to click the arrows for more content. Ensure that images are high resolution and not warped by the adjusted frame. After all, who wants to buy a squished car?
Many developers attempt to move elements around a flexible grid. Essentially, the website shifts according to the size of the frame. However, this does not address the issue of scale mentioned earlier. WWF uses the responsive website format to readjust logo size according to both frame and screen dimensions. For you dealership, take this example by highlighting both your dealership and automotive brand logo. It is essential for users to distinguish between you and your competitors.
Responsive Web Design and Automotive
Your website is the hub of your dealership’s expanded web presence. According to Nielsen’s 2014 U.S. Digital Consumer Report, Americans now own approximately four digital devices, and the average U.S. consumer spends 60 hours a week consuming content across devices. Responsive websites are essential to your digital marketing strategy.
What are some of your favorite responsive website designs?