Responsive design is quickly gaining in popularity for sites of all functions and sizes. It offers the ability to deliver your content across all devices without having to worry about the myriad device types and sizes. For online retailers, a change in conversion rates can greatly impact the bottom line. So how do eCommerce site owners best leverage responsive web design? Read on to learn how.

Responsive Web Design for eCommerce

Responsive Design for ECommerceResponsive design repositions content as it is displayed on smaller devices, which can greatly impact conversion rates if let's say your Add to Cart button gets shifted to the bottom of the page. One solution to this is to ensure your web designers are always building for mobile first. This will establish the structure for mobile and then build up to the desktop version. Design out and not in. If you start with the desktop version, you will most likely have issues breaking your optimized design down to mobile sizes.

If you find that you still have issues with conversion even after designing for mobile first, there are CSS and JavaScript options available that allow you to move elements around for mobile or even to force elements, such as a separate Add to Cart button, to appear only in mobile and not on the desktop. Doing so can force this second Add to Cart button to appear only when the screen is sized down. One word of caution for using such remedies is to be careful to limit the amount of mobile-only elements and scripts. Keep in mind that these elements will still load for all devices, which could significantly impact performance and page load times depending on how many custom images and mobile hidden elements are utilized. Hidden mobile-only elements will work well for special elements that need higher mobile priority. If you find yourself hiding and rearranging several regions of the page, then the site responsive strategies will most likely need to be reevaluated.

Is It for Everyone?

If your existing site is failing on mobile and you have limited budget, a secondary site may be the best option until you're ready to redesign your entire site. It's far easier to implement a responsive design from the beginning of a site build than to go back and create a responsively designed website from a pre-existing site. When you are ready for that redesign, responsiveness should absolutely be considered for your eCommerce site planning. Many eCommerce platforms are working more and more to make responsive web design easier out of the box. Magento just came out with a new release that featured a fully responsive theme and other platforms are following suit. Here is a demo site of the new Magento responsive platform.

Responsive web design ensures your customers can access your site from wherever and whatever device they want without you having to know what that is ahead of time. As with everything in eCommerce, the key will be to continue to test and optimize the mobile experience to ensure your conversions are at their peak, on the desktop, the tablet, the smart phone, and beyond. Interested in a responsive design for your eCommerce site? Contact Unleashed Technologies today.


Go from How to Best Leverage Responsive Design for Ecommerce to the Blog

Return to the Unleashed Technologies Home Page