Responsive Design Fits All

9th July 2014

In digital circles there’s a new buzzword – responsive design. Responsive design is adaptive and depending on the size of the viewers’ screen, will automatically align itself to fit the screen of the mobile device it is being viewed on, thus hugely improving the user experience on various devices and allowing orders to be placed whilst on the move.

Gone are the days where you can only shop from the living room or study from a laptop or desktop device. Mobile Commerce – or M Commerce – is moving with the times and allows consumers to purchase products on demand and on the go. At ICO3, ensuring our E Commerce partners have the option of the latest design developments is something we take pride in and deliver to the highest standard. As a company we have been investing in responsive design research and have successfully created numerous websites with fully functional responsive design capabilities.

Since launching the responsive design for our partner, The Pet Express, revenue from mobile and tablet visitors has increased by 21% and the number of purchases has increased by 40% (compared to the same period of time and number of weeks prior to the testing period). Conversion rates for mobile and tablet visitors increased by 19% for the same period. The new responsive design has drastically improved usability for customers viewing the site on mobile and tablet devices – without changing or compromising the sites appearance or navigation.

During ICO3’s responsive development period we tested the website on a large number of devices including iPhone, iPad, Android tablets and Android phones, and found the benefits of a responsive design to be highly beneficial to the customers’ shopping experience. Having responsive design means a site will simply adapt to different devices it is viewed on.

We opted for responsive design over a separate mobile site because of the improved user-experience and future proofing. The world of technology moves very quickly and because of the nature of a responsive design it will adapt to any new screen sizes and dimensions which come onto the market.

Research figures show tablet and mobile visitors make up 50% of The Pet Express’ site traffic and therefore responsive design was the natural way forward for their business model. Following growth in mobile and tablet use we expect this figure to rise over the next year, making responsive design ever more important.