The multi-screen world
A recent study by Google looked at cross-platform consumer behaviour, finding that 90% of people move between multiple devices to accomplish their goal (see infographic )
This article suggests that responsive design for e-commerce is one of the best approaches as consistent links are maintained throughout the shopping experience, without any dead ends. They’re calling this the One Web approach.
High conversion rates for responsive e-commerce
Electric Pulp conducted a study with popular clothing brand O’Neill, turning their site responsive and monitoring conversions, transactions and revenue over three weeks, compared with the previous three weeks. The results were pretty impressive:
CONVERSIONS: + 65.71% up
TRANSACTIONS: + 112.50% up
REVENUE: + 101.25% up
CONVERSIONS: + 407.32% up
TRANSACTIONS: + 333.33% up
REVENUE: + 591.42% up
The iPad is still dominating tablet share , as expected, although it is slightly down on last year.
A statistic I find interesting is the average order value on various platforms. It’s quite similar across the board, there isn’t a significant drop for mobile devices as one might expect. At ExtraMile we develop our responsive e-commerce sites, serving users on a mobile device the same full range of products and details that you’d see on a desktop. Individual mobile sites are often scaled down and don’t offer as much as the desktop site – another reason to go responsive.
Here is a collection of impressive responsive and responsive e-commerce websites. I particularly like Skinny Ties for it’s clean, spacious design, great photography and its unique take on navigation, incorporating images into its drop down menus.
Nixon’s website is a really nice example of responsive e-commerce. Not only from a visual/design point of view, but also it’s functionality and refinements for smaller screen sizes. On the product detail page, I like how the unnecessary elements are stripped away and more important features like filters and cart buttons take centre stage. There’s also a great use of a left hand vertical menu on the mobile view.
Mobile commerce and usability
An excellent article from Smashing Mag on the fundamentals of usability on mobile commerce sites – Read here
I agree largely with all points. It’s important to put these principles into practice when building responsive websites, taking time to examine and refine usability on mobile devices and tablets.
That’s all folks!