Analysis from Internet Retailer’s newly published 2014 Guide to E-Commerce Site Design & Usability lays out the pros and cons of this much-discussed design technique that adapts the look of a retail web site to the device the consumer is using.
The old ways of designing for web commerce won’t cut it any longer, says Phil Barrett, senior vice president of e-commerce and mobile at 1-800-Contacts.com. The e-retailer tested its old m-commerce site for smartphone shoppers against a new responsive design site, and the responsive site won. “In the future, all online shopping will be mobile,” Barrett says. “We’re trying to get ahead of it and put our best mobile offerings in place.”