3 reasons why a responsive web design is a must

June 8, 2016
iMac, MacBook, iPad and iPhone with the same webshop on the screen

In this post, we look at why it is crucial that e-commerce sites have a responsive web design compatible for all devices and platforms.

iMac, MacBook, iPad and iPhone with the same webshop on the screen

Mobile shopping experiencing rapid growth

Having a responsive web design can have a vital influence on your sales. We have seen high growth rates for mobile commerce the last 3-5 years. Mobile commerce makes up for 29,7% of all e-commerce sales in the US in 2015. In 2014, that percentage was 24,6%.

Research conducted by Demandware shows that global mobile commerce sales in 2017 are going to be higher than e-commerce from a desktop. It is decided that companies do have a responsive web design that is easy to use for all consumers. Responsive e-commerce solutions are quite simply performing better.

There is no doubt: the most important retail innovation is in the customer’s pockets. According to Google, mobile e-commerce has increased with 120% in the last few years.

In this post, we look at what trends you should be aware of when it comes to your customer’s use of smartphones. This should provide you with an answer to why a responsive web design is crucial for e-commerce websites in today’s marketplace.

#1 It is about convenience and saving money

Saving time is the most common answer to why customers use smartphones in-store. In Google’s research, 51% responded that it is about convenience and saving time while 44% use smartphones in-store to save money. So, it is about convenience and saving money and if you want to increase your sales, you have to be easy to find through Google and other search engines. A very good reason for choosing a responsive web design is that Google rank mobile-friendly and responsive sites higher in the search results while they punish sites who are not responsive.

And a top rank in the search results is vital since 82% uses a search engine like Google when they are browsing for products while in-store. To increase exposure further, you can consider implementing a feed generator like PriceRunner feed.

#2 42% will use their smartphones to check prices and products while in-store

According to Google, almost half of consumers use their smartphone while in-store. They typically look for product reviews so as a retailer you can exploit that by giving the customers the opportunity to rate your products. Consider making product reviews available on your e-commerce site as well since the user-generated content is an integral part of the customer decision process.

In addition, you should offer customers free Wi-Fi instore as it increases loyalty. According to JiWire, 44% of the respondents in a research stated that free Wi-Fi influences which store they visit and shop in.

#3 Self-help

1 out of 3 would rather use their smartphone to find information instead of asking store employees. At the same time, according to InReality, 69% of customers wants digital mobile devices, e.g. tablets, that can be used for self-help. 78% said they were more likely to buy in stores that have self-help devices where you can look up and find specific products. As a retailer, you can exploit that by setting up tablets in the store where customers can compare prices and look up different product lines.

Obviously, it is necessary that you have a responsive web design for tablets. You will get that if you implement NaviPartner’s e-commerce solution NP Ecommerce, based on Magento and fully integrated with Microsoft Dynamics NAV.