A white paper published by Cisco Systems on global mobile trends reports that since 2012, global mobile Internet usage has increased by 70 percent. TechCrunch reports that in holiday seasons, mobile ecommerce traffic in US soars by 33 percent. These numbers are enough to persuade online merchants that they should start giving a serious thought optimize the design and layout of their websites for mobiles.
A responsive ecommerce platform isn’t just an example of efficient designing; it is a means to better display a site’s content on smaller screens, thus delivering exceptional shopping experience to online users. Here are some other noteworthy benefits offered by responsive designing to ecommerce sites.
Some online merchants like to keep separate mobile version of their sites. But this can increase maintenance cost of your ecommerce site. Going for responsive web designing can bring down maintenance costs. If you need to update content on any product page, then you just have to update one site. Moreover, it is easier to maintain one site rather than multiple sheets for different device forms of the same site.
A normal, desktop ecommerce site appears small on smartphones and tablets and as a result, visitors have to scroll too much which makes navigation tougher. Such ecommerce site ends up irritating users with poor browsing experience which can be improved with the help of responsive web designing.
Responsive web designing cuts the clutter and keeps only relevant information on the site. This eliminates unnecessary scrolling and also keeps navigation smooth, thus delivering relevant and good user experience to your mobile purchasers.
Responsive design on the other hand makes your site SEO friendly. By having a single URL for both desktop and mobile, visitors are directed to a single site irrespective of the device. This helps in boosting site rank. The visitors are not shared. As all the SEO efforts are focused on one website, the search benefits are more focused.
Google says that it prefers responsive websites over separate mobile versions, and here’s the logic behind this: the mobile version of a site will have a different URL and different HTML from the main site. This difference makes it difficult for Google to index and rank your ecommerce site in searches. A responsive site on the other hand will share same URL and HTML as its parent version, thus making it easier for Google to find, index and crawl it on mobile.
To some online merchants, initial cost of responsive ecommerce website development may seem a bit expensive. But in the long run, it happens to be more cost-effective. You don’t have to pay twice for building the same site again. Also, compared to normal sites, ecommerce sites need to be updated frequently. Keeping two different sites will be both tedious and expensive. Though you may need to pay extra money for responsive designing, you’re definitely going to make substantial savings in future.
Online retailers often need to change the content of their sites. Having different versions of the same site makes it difficult – you need to upload the content separately to separate sites. But with responsive design, the same content can be utilized for desktop, smartphone and tablets as well. The best part is that sharing same content under one URL makes it easier for your users to link, connect and interact with your content, thereby making your online store more credible.
An ecommerce site includes lots of types of content, including product images of large sizes. Loading images won’t be problem in desktop, but large images can certainly slow down a site’s speed in smartphones. Speed matters a lot to visitors as research has showed that if your site takes more than 5 seconds to load, then visitors are likely to leave it immediately.
In responsive designing, designers use techniques that can reshape images to an appropriate size based on screen size, thus helping your ecommerce site to maintain its speed. Lazy loading ensures that only a small portion of the images are loaded in one go; more images load as the user scrolls.
Since responsive designing makes an ecommerce site compatible for multiple devices, it makes your site universally accessible, helping you to reach broader audience. In addition to this, the clear and simple content hierarchy driven by responsive web design helps your customers to navigate your site smoothly and view products properly even on smaller screens, thereby increasing satisfaction among visitors and motivating them to turn into loyal customers.
A full-fledged responsive ecommerce site is still considered as an exception since many online retailers are still refraining from responsive designing. So Developing ecommerce site responsive will give you a competitive edge, enable your consumers to view products clearly and will allow them to purchase products easily, thus boosting your sales. In fact, several reputed brands have found that having a responsive site has helped them to increase their conversion rate around 20%.
As you must have guessed, the improved user experience offered by responsive ecommerce websites makes the process of searching, finding, adding, purchasing products and designing shopping cart much easier. Responsive web design has helped several ecommerce stores to significantly improve their sales, and there’s no reason why this should not work for you!
Are you planning to develop a responsive ecommerce website? Designers and developers at Cygnet have worked on several ecommerce web and mobile projects. We know the ins and outs of ecommerce marketing too, and we would love to help you!
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