Since my early years in web site design I have seen many changes

The most explosive change to website design has been over the past few years. With the widespread use on smartphones and tablets and smaller screen convertible PCs the requirement that a web site is responsive has changed the fundamentals of design.

However, many developers forget to test their final product prior to release for “ease of use” which drastically impacts the visitor experience.

Considerations need to be made throughout the development cycle of how the design will affect sales – that being the ultimate goal of providing your service or product to the end-user.

“Design is not just what it looks like and feels like. Design is how it works.” – Steve Jobs

Any web developer worth their salt will test the various screen sizes and computer types to ensure a trouble-free navigation that leads from content to the goal of the visitor making the purchase or completing the information capture form.

Without testing the full cycle of a visitor, analytics for page drop-off and cart abandonment are next to meaningless. Did the visitor change their mind or was the effort to arduous to complete?

A video and image enhanced responsive design if what visitors expect but if the layout and navigation is broken or hard to follow, the visitor will abandon the reason why they landed their in the first place and move on to the next search result.

All the search engine optimization work in the world cannot override a poorly designed website that does not meet or exceed a visitors expectation.

Test, test and test again. If you don’t get it right your goals will not be achieved.