10 Case Studies Showing the Benefits of Responsive Website Design

10 Case Studies Showing the Benefits of Responsive Website Design

At Illini Marketing Consultants, we use responsive design to build your website. Responsive design, as defined by whatIs.com, is an approach to web design that makes use of flexible layouts, flexible images, and cascading style sheet (CSS) media queries. The goal of responsive design is to build web pages that detect the visitor’s screen size and orientation and change the layout accordingly. Responsive design allows a business owner to create one site which works on a desktop, laptop, smartphones, and tablets. No longer does a website need a separate version for mobile, which reduces the time and cost required to develop a website.
You may be asking, Why do I need a mobile site? Why do I need to use a responsive design? Here are a few stats which show the importance of responsive web design:
80% of all internet users own a mobile phone
In 2019, American adults are expected to spend on average 3 hours and 35 minutes on mobile devices
Mobile traffic has overtaken desktop, 48.2% of all online traffic comes from mobile and tablet devices
Tablets have the highest add-to-cart rate on eCommerce sites at 8.58%.
More people access the internet on a mobile device than they do on a desktop computer. In 2018, mobile internet usage was 48.2%.
Now we wouldn’t expect you to just take our word on the importance of a responsive design. We went to leading industry experts such as Moz.com and others to collect case studies showing the impact of responsive design on companies across multiple industries.

Case Study #1: Offspring (UK)

Summary of the Case & Results
Offspring, a leading sneaker retailer in the UK with stores in New York, Chicago, and Las Vegas. They had no mobile website, which led to poor customer experiences. These poor experiences were leading to reduced conversion rates and loss of revenue. Looking to improve conversion and increase revenue, Offspring decided to move to a responsive website design.
The migration to a responsive web design proved very successful for Offspring. The year-over-year data in Google Analytics revealed some surprising numbers:
15.19% increase in mobile/tablet conversion rate
102.58% uplift in mobile/tablet revenue year on year
Improved mobile site usability score from Google – was 60/100, now 100/100
Improved search engine rankings, resulting in organic traffic increasing by 25.59%
Click the link below to read the full case study.
Here’s How Moving to Responsive Design Website Helped Our Brand

Case Study #2: Cyber-Duck

Summary of the Case & Results
According to its website, Cyber-Duck is an award-winning digital agency based in Hertfordshire and London. Our Ducks deliver user-centered digital transformation for clients like the Bank of England, Mitsubishi Electric, Thomas Cook Money, and Cancer Research. In 2012, the company decided to move from separate mobile, tablet, and desktop websites to address an aging desktop website and increase mobile and tablet conversions.
After launching the new responsive website:
Mobile traffic increased by over 200% (with an 82% increase on average for all traffic)
the average duration of a visit is up by 18%
the exit rate on the home page for mobile users has decreased by over 4,000%
Click the link below to read the full case study.
Adapting To A Responsive Design (Case Study)

Case Study #3: End Point, 2016

Summary of the Case & Results
End Point’s client was a small e-commerce business with a heavy ‘on’ season and ‘off’ season where the business owners could focus on this project. They wanted:
To accommodate their increasing mobile user base; they knew it was there from looking at their Google Analytics.
To increase revenue from mobile users. They could see that they had a 10% mobile user base, but they were converting only a small percentage.
The results were astonishing. End Point used a small sample period and found:
280% increase in mobile purchases
May of 2016, revenue from mobile users was still up over 90%
the client’s total revenue year-over-year was up 12%

Click the link below to read the full case study.
Case Study: Responsive Design Return on Investment

Case Study #4: Blue Stout 2016

Summary of the Case & Results
Even large retailers like Walmart’s Canadian eCommerce website benefit from not only a responsive design but a mobile design optimization as well. Blue Stout kicked off their strategy by deploying a responsive design aimed at tablet users.
Using a conversion rate optimization (CRO) strategy, Blue Stout and Walmart.ca:
increased their conversion rate 20%
increased mobile sales by 98%
Click the link below to read the full case study.
Case Study: How Walmart’s Mobile Ecommerce Site Design & Optimization Increased Mobile Sales 98%

Case Study #5: Uptrending, 2016

Summary of the Case & Results
Uptrending has spent over a decade providing digital marketing solutions to progressive tech companies. Their client, ShipHawk, wanted a new website to help shift the company from enterprise logistics to freemium shipping.
Using a responsive design, ShipHawk saw the following results:
84% increase in site conversion rate
17% decrease in organic search bounce rate
37% decrease in Pay-Per-Click (PPC) Cost Per Acquisition (CPA)
Click the link below to read the full case study.
Case Study: ShipHawk

Case Study #6: Estling Village

Summary of the Case & Results
Today’s Business is a New Jersey-based digital marketing agency hired by Estling Village. Estling Village’s new website optimized user flow, easier navigation, clear calls to action, and a responsive design.
Three months after launch, Estling Village’s new website impact was:
Average monthly sessions to the website increased by 33% (2,158 vs. 1,619)
Pages/Sessions increased by 17% (2.77 vs. 2.37)
Goal conversion rate increased by 30% (16.64% vs. 12.42%), while the overall goal conversions increased by 78% (359 vs. 201)
Bounce rate decreased by 20% (67.26% vs. 53.29%)
Mobile traffic increased by 103% (897 vs. 441)
89% increase in organic search traffic
88% increase in organic search goals
Social Media traffic increased by 29%
200% increase in social media goals completion
Click the link below to read the full case study.
A Responsive Website Design Case Study

Case Study #7: Plum Voice

Summary of the Case & Results
A Boston-based company, Plum Voice, employed a responsive website designed by Zenman. Zenman created a site which tied all the company’s branding together, putting Plum Voice ahead of its competition.
The result of this redesign was:
16.67% increased average page visit on desktop
99.39% increased average page visit on tablets
21.25% increased average page visit on mobile
Average site duration times up on desktop by 158.23%
Average site duration times up on tablet by 257.69%
Average site duration times up on mobile by 57.12%
Bounce rates were reduced by 27.08% on desktop
Bounce rates were decreased by 31.28% on tablet
Bounce rates were reduced by 11.32% on mobile
Click the link below to read the full case study.
Responsive Web Design Case Study: Plum Voice

Case Study #8: Destination Transport

Summary of the Case & Results
Iceberg Web Design, a Minnesota based firm, was contracted by Destination Transportation to build a new website. Using a combination of conditional logic forms and responsive design, Destination Transportation’s new website not only attracted new clients, but it also saved the company time and money.
Some of the time saving and cost-saving results were:
New transportation partners contracting process incorporated conditional logic reducing contract verification time
New partnerships have increased an average of 50 per week
New contract process saves 45 minutes per contract or about $37,500 per year in labor costs.
Click the link below to read the full case study.
Website Development Case Study: Destination Transport

Case Study #9: Lenovo

Summary of the Case & Results
In 2014, Lenovo, despite being the #1 PC maker and #3 supplier of smart devices, had a website which was not easily accessible across all device platforms. The company hired Sparkbox to introduce responsive design. Lenovo uses a Global Web Team to create a flexible web framework which is eventually tailored to individual countries Lenovo operates in. Sparkbox created a responsive prototype which included an extremely flexible system of modular markup, CSS, and JavaScript. Lenovo implemented this prototype in their Lenovo Australia website and Lenovo US site. The company was continuing to update the rest of its global framework at the writing of this case study.
Click the link below to read the full case study.
Lenovo Responsive Website Redesign Case Study

Case Study #10: TradeShowsAndDisplays.com

Summary of the Case & Results
When Tradeshows And Displays merged with Plum Grove Printers in 2014, Proceed Innovative was contracted to build a new website. The goals of the new website were to provide useful information about the products offered and generate new leads through contact forms and phone calls. The previous site was using dated technology and was not mobile-friendly.
Launched in October of 2015, the new site resulted in:
25% increase in mobile traffic
46% increase in organic traffic
Modern, user-friendly design
Better and user-friendly navigation
Better “Submit a Request for a Quote” form
To read the full case study, click the link below.
TradeShowsAndDisplays.com – Web Design Case Study


As you can see, the use of responsive design in your website can help solve a few problems. Companies large and small have adopted responsive design for their websites. Responsive design makes your site mobile-friendly, increases the amount of time someone spends on your website, and improves the way your site looks on any device. It also helps improve your Search Engine ranking.

If you are unsure if your website is responsive or are looking to freshen up your website, contact Illini Marketing Consultants today!

What is digital marketing?

Our lives have become increasingly connected. We have a smartphone, a tablet, a laptop, and a desktop computer. We play video games like Fallout with people all over the world. We shout out to our Tweeps, share moments we think are Gramworthy, and even Vaguebook on occasions. Everyone is communicating with their friends, family, and acquaintances instantly. With constant internet usage among adults increasing 5% in the last three years according to Pew Research, the way people shop and buy has drastically changed.



As defined by one of the leading inbound digital marketing firms in the country, HubSpot:


Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.

In other words, every time you post on Facebook, send out a promotional email, or create a Google Ad you are doing digital marketing.

According to SEOTribunal.com:

  • Google is responsible for 96% of all smartphone search traffic and 94% total organic traffic
  • 84% of people expect brands to create content
  • 41% of clicks go to the top three paid ads on the search results page
  • The average yield for email marketing is $44.25 on the dollar
  • The average attention span is eight seconds
  • 71% of consumers who’ve had a good social media service experience with a brand are likely to recommend it to others
  • Top brands on Instagram are seeing a per-follower engagement rate of 4.21%, which is 58 times higher than on Facebook and 120 times higher than on Twitter.
  • According to even more digital marketing stats, 2018, 40% of users would prefer to spend more money on companies and businesses who are engaging on social media.



The most common forms of digital marketing include:

  • Search Engine Optimization (SEO)
  • Social Media Marketing
  • Email Marketing
  • Content Marketing


Search Engine Optimization (SEO)


When you engage in Search Engine Optimization or SEO, you are using the first phase of Inbound Marketing, the Attract Phase. People go to the internet to get answers. They ask questions in their searches such as Italian restaurants near me, not just Italian food or Italian restaurants. Search Engine Optimization or SEO is the process of making your company’s website rank higher in the Search Engine Results Page or SERPS for specific keywords or phrases. The higher you rank on the SERPS for these keywords and phrases, the more free (organic) traffic (visitors) your website gets. According to Search Engine Watch, the #1 position on a Google Search gets nearly 33% of the traffic. There is a significant drop from #1 to #2 and an astronomical drop from #1 to #10. The table below shows the difference in traffic for each position. It is important to note this is for page 1 which gets 91% of all web traffic.  



A good SEO strategy uses a combination of:

  1. On-page SEO: This type of SEO focuses on all of the content that exists “on the page” when looking at a website. This content consists of the written descriptions (copy) of your products or services, pictures and infographics, as well as any videos or blogs found on your site. The content uses keywords and phrases your customers and potential customers use when looking for answers to their questions By researching keywords for their search volume and intent (or meaning), you can answer questions for readers and rank higher on the search engine results pages (SERPs) those questions produce.
  2. Off-page SEO: This type of SEO focuses on all of the activity that takes place “off the page” when looking to optimize your website. “What activity not on my own website could affect my ranking?” You might ask. The answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative “authority” of those publishers, affect how highly you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs.
  3. Technical SEO: This type of SEO focuses on the backend of your website, and how your pages are coded. Image compression, structured data, and CSS file optimization are all forms of technical SEO that can increase your website’s loading speed — an important ranking factor in the eyes of search engines like Google.

To learn more about SEO strategy from Illini Marketing click here.


Social Media Marketing

Social media marketing is the use of social media channels like Facebook, Instagram, Twitter, and YouTube to promote your business and brand. Each one of these channels has unique rules and specific “languages” which a local business or solo-prenuer can leverage to increase awareness, increase website traffic, and ultimately generate sales leads for their business. Understanding the channels your customers and potential customers use frequently will help guide your marketing efforts, determine which social channels to focus on, and inform your social media strategy. There is no bigger mistake than a company trying to take advantage of a trend like Pokemon Go or the hot new social media channel like SnapChat only to find out their customers are not there. It is like advertising Dude Wipes on Lifetime, probably not really cost-effective.

Some of the most popular channels to use for local businesses or solo-prenuers are:

  1. Facebook- despite a decrease in organic (free) reach, this channel is still the number one way to reach a large customer base. With 4 billion monthly active users, 1.6 billion daily active users, and an average of 58 minutes spent using Facebook daily, the channel is the gold standard for social media marketing.
  2. YouTube- The number 2 social media channel and 3rd most popular website worldwide, YouTube has 9 billion monthly visits, 149 million daily visits and a viewer spends an average of 1 hour per day watching videos. As we have all fell victim to a “YouTube Wormhole”, this platform is perfect for sharing your company’s culture or giving easy tutorials to position yourself as a subject matter expert.
  3. Twitter- Knowing how to use Twitter right can be a big contributor to the success of your social media marketing. Twitter is one of the most popular go-to sources for what’s happening in the world in real-time. With over 68 million monthly active users in the US, 26 million daily active users in the US, and an average of 208 followers per user, Twitter has enormous potential to drive traffic and attract new customers.
  4. Instagram- Instagram has rapidly become a must-have for local business and solo-prenuers. With 1 billion monthly active users, 600 million daily active users, and most Instagram users being between 18 to 29 years of age with 32% of Instagram users being college students, creating Gramworthy content can help grow your business and brand.

To learn more about Social Media Marketing strategy from Illini Marketing click here.



Email Marketing

Email marketing is an essential part of your digital marketing strategy as a local business or solo-prenuer. From engaging customers to delivering the right information, to the right person, at the right time, email marketing can be a powerful tool. A good email campaign can:

  • Welcome new customers
  • Retain old customers
  • Re-engage current customers
  • Up-sell services
  • Win-back lost customers
  • Provide outstanding customer service

The 3 types of email campaigns are:

  1. PROMOTIONAL CAMPAIGNS– A promotional email campaign announces preferred customer deals, new customer offers, or special downloads to your customers. These campaigns improve customer loyalty while increasing revenues from past customers.
  2. PROSPECTING CAMPAIGNS- A prospecting email campaign helps you filter and refine your email list. Prospecting campaigns help you find a decision-maker or confirm who the decision-maker may be, break the ice and start a conversation with an older lead, build new relationships, and generate qualified leads for further marketing or sales follow-up.
  3. NURTURING or DRIP CAMPAIGNS- Email nurturing campaigns or “drip” campaigns allow you to keep in touch with prospects and lukewarm leads. These “not-ready-to-buy” opportunities are kept simmering with minimal hands-on sales time or resource investment through drip or nurturing campaigns.

In addition to not allowing these leads to go cold, nurturing or drip email marketing campaigns are perfect for:

  • Welcoming new prospects
  • Customer retention
  • Customer re-engagement
  • Customer service
  • Up-sell programs
  • Customer win-back.

Nurturing/drip campaigns are designed to keep your business top of mind with prospects who when ready to buy, call you first.  

To learn more about Email Marketing strategy from Illini Marketing click here.




Content Marketing

Content marketing is the creation of assets such as blog posts, long-form content like Ebooks and whitepapers, and infographics. These content pieces help generate awareness, leads, and customers moving them along the buyer’s journey. Not only do you need to create original blogs, infographs, and other long-form content, you also need to promote these pieces.

The most popular ways to increase the effectiveness of your content marketing strategy are:

  1. Blogging- Blogging is writing articles on your website’s blog. These articles help demonstrate your industry expertise and generate organic search traffic for your business. Blogs ultimately give you more opportunities to convert website visitors into leads for your business.
  2. Long-Form Content- Long-form content such as Ebooks, whitepapers, and video tutorials helps further educate website visitors. These pieces of content are generally exchanged for a reader’s contact information. When you combine long-form content pieces with email or social media marketing you generate leads for your company and moving people through the buyer’s journey.
  3. Infographics- Sometimes it is better to show, not tell. Infographics are pieces of original visual content which helps visitors see what you want to teach them about your business or services. Infographics are especially effective on your company website or in a social media campaign.

Want to apply content marketing to your business? Check out Illini Marketing’s free content marketing evaluation today.



Does digital marketing work for all businesses?

Digital marketing can work for all types of businesses. No matter what your business sells or the size of your company, digital marketing has a place in your overall business strategy. Digital is the great equalizer since a minimal investment in time or dollars can offer an outstanding return. Like all marketing efforts, digital marketing requires a buyer persona to identify your customer’s needs, help you choose the right digital marketing channels, and create the right content for customers and channels. Every business is different and not all businesses should implement digital marketing in the same way. Whether you are a business-to-business (B2B), business-to-consumer (B2C), or a combination of both, digital marketing can improve website traffic, generate new leads, or create a community of followers for your brand.



I’m ready to try digital marketing. Now what?

You are probably doing some digital marketing already. From social media posts on Facebook to a website for your business, it’s more than likely that you’re at least reaching some of your audience online. No doubt you can think of some areas of your strategy that could use a little improvement, though.

Let Illini Marketing Consultants do a full external audit of your company’s digital footprint for free or download our step-by-step guide to help you build a digital marketing strategy that’s truly effective, whether you’re a complete beginner or have a little more experience. You can download it for free here.

Buyer’s Journey

Consumers dislike salesman.  The image of the sales professional trying to take advantage of customers is embedded in our culture.  It reminds me of the quote from a leading sales guru Jeffery Gitomer “People don’t like to be sold but they love to buy.” Think about the last time you made a major purchase like a car. You went online to find reviews, talked to some close friends and family members about cars they owned you liked and then you went back online to look at dealerships in the area to see what models were available and where they were at. After narrowing down your choices you made the dreaded trek to the dealership where you parked and went to look at the vehicles. Almost immediately a sales professional in a shirt and tie comes out and asks ”Can I help you find anything” and I bet you said, “No we’re just looking”. After an uncomfortable attempt at small talk and trying to develop rapport, the sales professional then stays within eyesight of you and when you start to examine a vehicle more closely he again approaches and begins to highlight the Features, Advantages, and Benefits of the vehicle. Rarely does the sales professional ask how you found the dealership or what



With a mission of bringing 21st-century marketing solutions to entrepreneurs and family businesses, Illini Marketing Consultants scoured the inter-webs to find where today’s customers shop.  What we found wasn’t shocking but it was interesting. According to our team findings:

  • Online sales of consumer products in the United States is projected to reach $421 billion dollars by 2020.
  • 65% of consumers currently purchase everything from food and cosmetics to furniture and home appliances online
  • The projected growth rate of 7.66% per year
  • $1800 average revenue per user.

You may ask:

How do I capture these customers?

What do they want?

How do I get them to want me?

The answer to these questions is understanding the modern buyer’s journey and incorporating a plan and messages to capture the attention of buyer’s throughout the buying process.

There are 5 steps on the modern buyer’s journey:

  • Identification of Needs
  • Discovery of Solutions
  • Consideration of Solutions
  • Deciding on a Solution
  • Review of the Solution

Having an action plan and message for each step of the journey will allow a business the potential to capture customers as they enter each step of the buyer’s journey. Here are the action plans and messages which work best in each step.

  • Provoke thought in the customer as they Identify their needs- give typical problems and solutions. The message is about saving time
  • Educate your potential customer- Use the information to describe solutions. The message should be the differentiation of your product or service
  • Explain your solution- Demonstrations and detailed information on your solutions to the customer’s needs. The message is on the ease of use of the solution provided.
  • Reassure your customer the decision is the right one- Provide Pricing, Return on Investment(ROI), Business Cases and Testimonials about the solution provided. The message will demonstrate the value of the solution going forward.
  • Customer maintenance- Following up with customers, answering questions and providing general customer service. Let the customer know “We’re here to help”

Understanding the buyer’s journey also improves the sales process. Knowing the step the buyer has reached, the message used to assist them on the journey and information available to the customer will help determine the sales process for each buyer. Just like there are 5 steps in the Journey, 5 Action Plans and 5 Messages, the sales process has 5 steps.

  • Prospecting- Identifying new markets or customers your business can serve
  • Qualification- Discovering which leads are valuable
  • Demonstration- Explaining your solution in consideration of others available
  • Proposal- Presenting the price and value of choosing your solutions
  • Contract- The on-going customer support once a decision has been made. Changing Always Be Closing into Always Be Helping.


While not every buyer’s journey starts at the same point having relevant information, detailed plans and targeted messaging for each stage will help you attract, convert, close and delight your customers. The goal of marketing is to turn Strangers (Prospects) searching for a solution to their needs into Promoters (Satisfied Return Customers).  Remember, People LOVE to BUY, HATE getting SOLD.


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