Download - Responsive or Adaptive Design for eCommerce
Responsive (RWD) or Adaptive (RRES) for
eCommerce?
Yulia V Smirnova, ecommerce marketer & author
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Why We Are Here
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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
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Benefits of RWD in eCommerce
① Sales volume increase way up
② One code of analytics & design to manage
③ Google loves it (SEO), no extra work
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SkinnyTies.com - RWD190% tablet, 99% laptops
231% smartphone
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• Team of 6 designers
• 4 months• 46 sites
Cpooutlets.com - RWD 4X
Challenges of RWD in eCommerce
• Business① Connectivity, image
sizes & volume② Site complexity③ 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
limited③ Expectations from
content sites to scroll & go
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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
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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
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1800Contacts.com - RESS
40% tablet
30% smartphone
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Fathead.com - RESS
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Best Match of RWD + eCommerce
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Best Match of RWD + eCommerce
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Best Match of RWD + eCommerce
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Best Match of RWD + eCommerce
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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
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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
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Now you talk
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More techy details on RWD with RESS• http://mobile.smashingmagazine.com/2013/10/08/re
sponsive-website-design-with-ress/ by Ronan Cremin
• https://github.com/serbanghita/Mobile-Detect/