What is Responsive Web Design? The Responsive Web Design Revolution Infographic
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Mobile Commerce Primer:
Mobile Sites vs. Apps vs. Responsive Design
Mobile Commerce Primer
It’s become imperative to reach consumers seamlessly across devices and channels. Why? + 2012 U.S. mobile sales: $17.1 billion (est.*)
+ 2015 U.S. mobile sales: $31 billion (est.)
+ By 2016, 7% of all e-commerce transactions will be conducted via mobile
+ Average Order Value and conversion rates are higher for tablet users than desktop users
+ Mobile-connected devices will exceed the world’s population by 2013
*Data courtesy Forrester Research Inc., Internet Retailer, ComScore
Mobile Commerce Primer
Why don’t desktop sites function correctly on mobile
devices?
+ Smartphones and tablets emulate desktop browsers by default
+ Rendering websites in full-page view requires users to constantly
zoom and scroll to interact with the site
+ Some site functionality can also be lost on mobile devices
The result is a choppy, disjointed user experience that is particularly
undesirable in the conversion-focused e-commerce space.
Mobile Commerce Primer
Desktop Sites on Mobile Screens
Mobile Commerce Primer
There are currently 3 primary approaches to targeting the
mobile consumer:
+ Separate, mobile-specific sites
+ Apps for smartphones and tablets
+ Responsive Design
Mobile Commerce Primer
What are Mobile Websites?
+ Often referred to as “M-dot” sites (i.e. m.brandname.com)
+ Use a separate design/development instance geared to mobile
devices
+ Mobile sites display effectively on the mobile devices for which they
are created
Mobile Commerce Primer
Mobile Websites
Mobile Commerce Primer
Pros
+ Improved performance on (some)
mobile devices
+ Mobile-specific design
+ Good for specific functional uses
(e.g. store locator)
Cons
+ Separate design and development
costs
+ Ongoing maintenance, content
creation, etc., in addition to
primary site tasks
+ Stripped-down user interface and
content
+ Negative SEO implications
+ Device limitations – mobile
designed for smartphones function
poorly on tablets
+ Non-compatible with emerging
device types
Mobile Websites
Mobile Commerce Primer
Apps (Smartphone and Tablet)
+ Made ubiquitous with the launch of the iPhone in 2007
+ Enable seamless functionality within the device
+ Splintered market (Apple iOS, Android, Windows 8)
+ Require separate app instances for smartphone/tablet users
Worldwide market share Q1 2012 (Source Mobile
Statistics)
Mobile Commerce Primer
Apps (Smartphone and Tablet)
Mobile Commerce Primer
Pros
+ Device-specific design
+ Ability to access device
functionality (i.e. camera,
contact list)
+ Ability to create a targeted user
experience
Cons
+ Multiple design and development costs (iOS, Android, etc.)
+ Separate maintenance and content needs
+ Frequent updates required
+ Low adoption – 80% of branded smartphone apps are downloaded less than 1000 times*
+ Low repeat usage – 60% of downloaded apps are used less than 5 times*
+ Over-crowded marketplaces
Smartphone Apps
*Via Deloitte & Touche; Loyalytics
Mobile Commerce Primer
Responsive Design
+ Presents a new approach to website design and development
+ First appeared in the 2010 book Responsive Web Design by Ethan
Marcotte
+ Uses a modular approach to design and development, leveraging
CSS3 and media queries
Mobile Commerce Primer
Responsive Design (cont’d)
+ Responsive sites “survey” the destination device, reorganizing and
displaying site content, and altering functionality, accordingly
+ Allows for a single set of URLs across digital channels, which
provide numerous SEO benefits
+ This approach works across devices, from smartphones and tablets
to the largest web-enabled TVs
Mobile Commerce Primer
Responsive Design
Mobile Commerce Primer
Pros
+ Requires a single design/development instance
+ 1 set of content (text, images, product catalog) across devices
+ Future-proof for new devices
+ Numerous SEO and social sharing advantages
+ Endorsed by Google (preferred method for mobile development)
+ Initial costs offset by lower lifetime maintenance costs
+ Enables context-based design and functionality
+ Continually evolving framework
Cons
+ Initial development costs and
timeframe higher than a
standalone website
+ Potential page load performance
issues on slower networks
Responsive Design
Mobile Commerce Primer
+ For true multichannel, multi-device engagement, responsive design offers numerous advantages over other current solutions.
+ We fully recommend responsive design over alternative mobile strategies.
+ The future of responsive design will open the door to “context-based” site functionality.
+ Apps can be a viable solution in certain situations. Specifically, large retailers/brand manufacturers with sufficient resources, who are looking to push the experience envelope.
+ Mobile-specific site development has limited benefits in niche use cases. We believe this strategy will be further marginalized as responsive design becomes more mainstream. Still, it is preferable to ignoring the mobile channel.
+To see responsive design in action, visit adapt.gorillagroup.com
Conclusions