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While companies continue to invest heavily in native mobile app development, the use of responsive design (and to a lesser extent adaptive design) continues to grow.
Finally, mobile devices are at a stage where technology meets and occasionally exceeds the expectations of the consumer.
Although not every retailer is offering a flawless and perfectly persuasive conversion bonanza when it comes to a mobile commerce experience, but most are now beginning to at least think ‘mobile first’ when it comes to ecommerce design.
Obviously the arguments for responsive or adaptive design can hardly be considered a trend as it’s a conversation that's been raging for a long while.
So let's tale a look at some other recent trends that may impact an ecommerce team’s mobile strategy.
A few years ago, there was much debate around the best mobile solution for businesses: native apps or stand alone mobile sites.
To summarise the argument, apps allowed more functionality (geo-location, barcode scanners etc), while mobile sites had the advantage of appealing to the casual mobile searcher, and across a range of devices.
As iOS devices dominated the mobile web back then, an app was often the best solution, but this is no longer the case.
Now, thanks to responsive and adaptive design, as well as HTML5, mobile sites can offer many of the same features as apps.
So does this mean apps and stand-alone mobile sites are no longer needed?
As recent research by Comscore reveals that one in three online minutes is now spent beyond the desktop, it is clear that mobile and tablet devices are moving away from being secondary devices and fast becoming the primary experience.
Our mobile devices have become the remote controls to our lives, influencing how we shop, inform and entertain ourselves and connect with one another.
We look to mobile technology to maximise every moment in our day and the immediacy it offers has driven consumer expectations to a new high.
Numerous studies also show that the majority of users start their consumer journey on mobile and 32% of consumers make a monthly purchase.
Google has updated its algorithm to give preference to sites that offer mobile accessibility and many other search engines have followed suit. It’s now imperative that you have a separate mobile SEO strategy from your traditional desktop strategy.
The good news is that exemplary mobile SEO is still an incredibly rare find, which gives you a good opportunity to overtake your competitors.
Here I’ll be taking a look at our brand new Mobile Web Design and Development Best Practice Guide and Google’s latest blog post on mobile friendly design to offer up some best practice advice on mobile SEO.
The importance of responsive or adaptive design for any site, let alone ecommerce, has long passed the point where the value of it can be argued.
Google explicitly states that it will rank sites that are mobile friendly higher than those that aren’t. For the consumer on the go or away from the desktop, it’s an absolute must that your site is accessible and readable, with simple navigation, easy checkout and visual clarity.
Which ecommerce sites are doing the above, but also providing something more? Here are 14 inspiring examples below.
Once you’ve finished, download our excellent Mobile Web Design and Development Practice Guide for practical advice on design and development for mobile, while dissecting the technical challenges and commercial implications of the key mobile site development options.
Responsive design posts are always popular on the Econsultancy blog. That's because people enjoy looking at beautiful things.
I thought I'd add to our roundups and look at a brief selection of agencies with responsive sites.
Do have a play around with them by resizing your browser or accessing on mobile. There's a few screenshots for each and you can click through from the desktop images.
More than half of companies (55%) now have mobile optimised websites, according to our new Reducing Customer Struggle Report.
The data also shows that 44% of companies have iPhone apps while a third (33%) have Android apps and a quarter have one for iPad (26%).
The survey of 500 business professionals, published in partnership with IBM Tealeaf, found that just 22% of companies still don’t have any kind of mobile presence.
When asked how they optimise the mobile experience, just under half (46%) of companies surveyed indicated they use responsive design (client-side), while only a fifth (22%) use adaptive design (server-side).
One Web is a foundational website development principle for tackling today’s diverse, multi-screen world.
You may or may not have heard of it yet, but One Web will soon be acknowledged as the only way to build modern and future-proof ecommerce websites.