Responsive design is somewhat a secret hack or one way to grow the volume of your sales by changing the customer experience and levering technology. Even though, the results might vary for each shop, the volume of sales goes up across all mobile devices. On the operational side, you can cut costs as well as you have to maintain less code for design changes or analytics changes. And from the search background, which is critical for ecommerce, Google loves responsive and rewards the sites that go that route. Less SEO work needs to be done and you have more chances to be visible. Let’s get a bit more specific, we have Skinny Ties and CPO outlets – steep benefits you cannot ignore Learn about the Challenges in eCommerce – from shoppers XP and biz side. Plus, how to go around those. I see these challenges as excuses or opportunities to be creative. You can figure better ways to account for these issues and sometimes even benefit from them. Lets explore how select online retailers did that. See the video of the talk ( http://bit.ly/1pz34wV ) Get more ideas on growing your online sales for your online stores from my book ( http://bit.ly/cb2014bk )

1. Responsive (RWD) or Adaptive
(RRES) for eCommerce?
Yulia V Smirnova, ecommerce marketer & author
Bit.ly/cb2014bk

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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
①Sales volume increase
way up
②One code of analytics
& design to manage
③Google loves it (SEO),
no extra work

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SkinnyTies.com - RWD
190% tablet, 99%
laptops
231% smartphone

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• Team of 6 designers
• 4 months
• 46 sites
Cpooutlets.com - RWD
4X

7. Challenges of RWD in
eCommerce
• Business
① Connectivity, image
sizes & volume
② Site complexity
③ 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 limited
③ 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/resp
onsive-website-design-with-ress/ by Ronan Cremin
• https://github.com/serbanghita/Mobile-Detect/