Responsive (RWD) or Adaptive (RRES) for

eCommerce?

Yulia V Smirnova, ecommerce marketer & author

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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

① Sales volume increase way up

② One code of analytics & design to manage

③ Google loves it (SEO), no extra work

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SkinnyTies.com - RWD190% tablet, 99% laptops

231% smartphone

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• Team of 6 designers

• 4 months• 46 sites

Cpooutlets.com - RWD 4X

Challenges of RWD in eCommerce

• Business① Connectivity, image

sizes & volume② Site complexity③ 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

limited③ 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/re

sponsive-website-design-with-ress/ by Ronan Cremin

• https://github.com/serbanghita/Mobile-Detect/