Responsive design in ecommerce

14.01.2013 Angelika Siczek

There is still a little of the responsive designs on the market. What exactly is responsive design and what principles guide the construction of online stores by responsive design? In short, the responsive store is one that “intelligently” adapts to the device on which is displayed, regardless of whether it is a smartphone, laptop or tablet. Designed service automatically changes its sized depending on the device, displaying the most relevant content for mobile or tablets users.


Responsive Design Principles

Basically is the readability of your store in any screen solution. The service should be transparent on big monitor and on your smartphone. To achieve this, not just the mere manipulation of the width of columns size. Depending on the size of the window, the individual page elements (images, forms , ads) change their position and shape and even completely disappear. All of this is primarily to ensure readability on small screens, very often using by touch with small precision. For this reason planning of responsive design is started from the end – first creating mobile version. The cause of that is much easier to firs select the content most important than building full-screen version, delete unnecessary.


Visitng stats

In 2015 near half of online stores visit will be from mobile devices. This statistic is enough to show the essence of the problem. Let’s face it. More and more customers become aware of the company’s offer is through mobile service. It is really important that the interface and presentation offer services or products are also designed for users of tablets and phones with touch screen. It’s very probably that every day you will lose many customers if your site is not suitable for mobile devices. Statistics are clear – number of searches mage on mobile devices has increased four times from 2010 to beginning of 2013. 95% of smartphone users confirm that looking at the way local business. Every third check prices in the stores or at auctions using the cell. Most of those users is limited screen solution 786 x 1024 and 320 x 480. You must remember that customer who searches for information via phone behaves differently than surfer using a desktop computer. Mobile clients are impatient and shoul enable them to find the desired data almost instantaneously. More of the half of people are not going back on the problematic mobile site.


Does each layout can be designed as responsive?

It really depends on the skill of graphic and page designer. Since its creation might be done according to the rule “mobile first”, so you should ask: do mobile page can have any layout? Most important, after all, that it be adapted to small screens. Too complicated systems are therefore inherently useless. However, with increasing size of the browser window on the page, you can add more elements. The end result may be really different from the minimalistic version. You should understand that responsive trend develop very fast and all today’s problem, next week may have dozens of solutions.


Advantages of responsive design.

The mainly advantage of responsive design are lower cost of maintaining and updating a single version of the page. To maintain is only one code, and make changes just once. We can give all users the same address, no matter what device they use. Still in the design stage. The larges benefits of responsive design can be seen by the user. In the end we will not scroll “on the side” in a smaller window, and on he phone will not have a problem with a click in it, what we want (because the link is too small). The site will look good and natural and the administrator is sure that the page will render properly in every screen resolution. We will not be too overwhelmed by the less relevant content, when there will be no place. It will be just and in the end: comfortably and clearly. Responsive design gives faster access to information, which is looking for a customer.


Disadvantages of responsive desing

There is no secret that the biggest drawback is the effort to create responsive store. Its design takes much more time than the traditional service. Unfortunately, this involves a cost. However, if we compare it with time work on the side of traditional mobile plus version for tablets… is definitely better. Planning, prioritization elements and their changes, is the main reason for the difference in the cost of creating the site. Also still in the design stage, the problem may be new the model. As a result of the harder to find help or ready-made solutions. So it is necessary to reckon with the fact the origins of working with responsive design will proceed by trial and error, which, however, will be correct soon.

The most common responsive design errors:

No mobile interface – navigating the mobile store is subject to different patterns, so the interface should take into account the limitations mobile touch screens.

Utility errors – mobile context requires the user to quickly and easily reach the most important content of the store. The basic features are most important. Everything else that is not a “core” business is unnecessary.

Slow loading – Mobile pages designed and coded differently than the desktop.  The quality and optimizing the code and graphics compression determines whether potential customers will benefit from our offer.



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