The importance of a responsive design in ecommerce


A responsive design adapts the content of your ecommerce site to the size of all types of screens, thus, your online store can be viewed on all devices (tablet, smartphone, etc). Responsive design is now essential for any ecommerce store because it provides better visibility of your products/services and improves your conversion rate.

Why choose a responsive design for your online shopping site? What alternatives are available to you if you currently do not have a responsive design?

Growth of m-commerce

Consumers are no longer only shopping from their desktop. In one of our articles last week we reported that the m-commerce market in the UK is the most mature in all of Europe, accounting for 13% of all online sales. According to multi-channel payment solutions company PayPoint, by 2019 mobile will account for 19.6% of online sales. Therefore, online retailers need to embrace this trend and adapt their websites accordingly, as to not miss out on this profitable opportunity.

Multi-channel consumers

With the boom of devices consumers today are spoiled for choice. They can now view and purchase products/services via their computer, tablet or even smartphone. Therefore it is necessary to standardise your content on these three main media through a Responsive Web Design.

SEO benefits

As we said in last week’s article Google recommends responsive design as the best way of going mobile and getting the best SEO results. Site quality is a big influencer for Google ranking. If a site is not optimised for mobile, bounce rates will most likely be higher. Therefore, Google will be less likely to rank that site for mobile.

Conversion rate

In addition to search and usability benefits, responsive design will improve your conversion rate, if form filling and payment are optimised for mobile, people are more likely to convert. You will also increase your daily points of contact with customers (actual and/or potential) and generate more traffic to your online store. Don’t forget that consumers want to live a unique and personalised customer experience. Furthermore, responsive design lets you use the same domain name, and so by using one URL you eliminate costs for redirecting visitors between mobile and desktop.

Your site isn’t responsive…

If your online store has not been developed with Responsive Web Design techniques all is not lost. You can still offer your customers an e-commerce site tailored to the specificities of mobile browsing using the tools developed by Lengow for m-commerce. Contact us for more information:

Lengow adapts and transforms your product catalogue for mobile and tablet browsing, thus creating an extension of your Web store via a separate URL, such as


Traffic originating from mobile devices is increasing every day and optimising your site for mobile is essential for capturing customers and conversions. The “one site fits all devices” approach will soon be the norm.

Kathryn Bird

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