Over the last year there has been a growing trend edging towards a more responsive approach to the design of ecommerce websites. This is largely due to the fact that 67% of online shoppers are more likely to purchase from a site that is compatible with a range of devices including mobile and tablet. This has had a positive impact on SEO and E-Commerce as Google ranks such sites higher than those which are deemed less usable, resulting in increased conversion and sales rates for sites that have employed a responsive web design.
Responsive design generates a positive user experience as consumers will be able to browse your website at home, in the office or on the go. This efficient approach is able to keep up with the fast movement and evolution of customer demands and Google algorithms (which now prioritize responsive sites above all others).
Gaining loyal customers who will recommend your ecommerce site to other users should be one of your top priorities as the owner of an ecommerce website. Enabling a responsive design can help you to achieve a loyal customer base. According to Tech Infographics, 74% of internet users said that if a site works effectively on their mobile phone, they will be much more likely and willing to re-visit that same site again in the near future.
The three main principles of an effective responsive design includes:
- A simplified user interface. This will help to drive visitor’s attention towards the most important factors of the site by using effective progressive disclosure.
- Consistency in website functions, features and tools across all devices including desktop, mobile and tablet and to do so without sacrificing the screen resolution.
- Provide device specific user interactions, allowing visitors to decide what kind of experience they wish to have whilst on your site (simplified or advanced, for example).
With 4 out of 5 smartphone users shopping online with their devices, it is evident that there is a mass potential of possible customers just waiting in the palm of your hand. 70% of mobile searches lead to online action within just one hour and the same can be said for other hand-held devices such as Kindles and Tablets. Adapting your ecommerce site to function across a range of devices will encourage sales growth and increase traffic to your website.