Responsive or Adaptive Design for eCommerce


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Responsive design is somewhat a secret hack or one way to grow the volume of your sales by changing the customer experience and levering technology. Even though, the results might vary for each shop, the volume of sales goes up across all mobile devices. On the operational side, you can cut costs as well as you have to maintain less code for design changes or analytics changes.

And from the search background, which is critical for ecommerce, Google loves responsive and rewards the sites that go that route. Less SEO work needs to be done and you have more chances to be visible. Let’s get a bit more specific, we have Skinny Ties and CPO outlets – steep benefits you cannot ignore

Learn about the Challenges in eCommerce – from shoppers XP and biz side. Plus, how to go around those.

I see these challenges as excuses or opportunities to be creative. You can figure better ways to account for these issues and sometimes even benefit from them. Lets explore how select online retailers did that.

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Get more ideas on growing your online sales for your online stores from my book
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Responsive or Adaptive Design for eCommerce

  1. 1. Responsive (RWD) or Adaptive (RRES) for eCommerce? Yulia V Smirnova, ecommerce marketer & author
  2. 2. Why We Are Here
  3. 3. Why We Are Here 1 Get a better grasp on RWD for ecommerce from the business 2 Meet & connect to people who’ve done it
  4. 4. Benefits of RWD in eCommerce ①Sales volume increase way up ②One code of analytics & design to manage ③Google loves it (SEO), no extra work
  5. 5. - RWD 190% tablet, 99% laptops 231% smartphone
  6. 6. • Team of 6 designers • 4 months • 46 sites - RWD 4X
  7. 7. Challenges of RWD in eCommerce • Business ① Connectivity, image sizes & volume ② Site complexity ③ Loss of merchandising opportunities for SKU heavy sites ④ Loss of conversion optimization flexibility • Shopper ① Too slow to load on wireless ② Use intent is limited ③ Expectations from content sites to scroll & go
  8. 8. Solutions to RWD Challenges ① Compress images for transit or use CSS and CSS sprite (saves images as one file) ② Or go with RESS for navigation (and content) as it loads faster multi-page eCommerce sites
  9. 9. RWD vs. RESS • A fluid layout that changes the sizing of design based on device and page • A fluid layout that changes the sizing of design based on device and page and method of delivery
  10. 10. - RESS 40% tablet 30% smartphone
  11. 11. - RESS
  12. 12. Best Match of RWD + eCommerce
  13. 13. Best Match of RWD + eCommerce
  14. 14. Best Match of RWD + eCommerce
  15. 15. Best Match of RWD + eCommerce
  16. 16. What’s Best for eCommerce? • RWD for simple, one category sites (clothing) and new shops, elements of content • RESS or AWD for multi SKU & categories (mass-merchants) and sites with legacy systems • Both must be approached with purchase path view
  17. 17. So What? ① Users expect it, you’ll deal with it one way or another ② Always a positive for those who did (One way to grow & scale online sales, more ways = in my book) ③ Seem costly upfront, less long term ④ Best applications cross-industry
  18. 18. Now you talk 
  19. 19. More techy details on RWD with RESS • onsive-website-design-with-ress/ by Ronan Cremin •