Responsive Web Design MISTAKES

By Melissa Neilson
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Responsive design makes a site render well across multiple devices. You MUST have this technology to keep up with your competitors. Most consumers browse their mobile devices these days, and you will lose alot of business if you cannot keep up. Not everyone is doing it right. As the use of responsive design has grown, so have the mistakes in implementing it. 

1. Failure to Analyze Shopper Behavior

This is critical input to the design, as it reveals the most frequently used mobile devices, the most frequently performed operations on a mobile device, conversion rate from mobile devices, and other issues raised by shoppers using the mobile devices. These factors are important to ensure the mobile experience meets the needs of shoppers.

2. Starting with the Desktop Version

Most retailers start designing their sites for the desktop version first, even though it is easier to start with a smaller mobile screen and then scale upwards for a desktop. Moreover, most retailers do not realize the technical challenges of scaling a site down to support smartphones.

By focusing first on smaller screens, the emphasis is on designing a better experience for mobile users — making it easier to design for both channels: desktop and mobile.

3. Lack of Testing

Responsive sites are often released with minimal or no testing. At a minimum, test the main user flows on the site for the primary browsers and operating systems and also for the top mobile device and browser combinations. And this needs to be done for any changes made on the site. With easy-to-use automated testing tools available, testing can be done in a few hours.

4. Call-to-action Buttons Too Small for Mobile Screens

In an attempt to fit everything on a small smartphone screen, ecommerce merchants often make the call-to-action buttons too small. If users have to zoom in to click a button or end up clicking the wrong buttons because the size is too small, they could get frustrated and leave the site.

5. Slow-loading Mobile Pages

Mobile users want to be quick! It’s important to keep the page size as small as possible so that it will load quickly. Review all the content — images, buttons, text — before including on a page. Google has reportedly started including page speed for ranking websites in the search results, so that makes it even more important to have a lighter site.

6. Less Content for Mobile Users

Ecommerce sites often hide content for mobile users to make the page size smaller. In many cases, however, the page size is not smaller. Content is simply hidden when the page is shown to the end user. Other sites are able to properly generate the page dynamically to reduce the size, which does improve the download speed for a mobile users.

7. Supporting Only One Image Resolution

A well-designed responsive site will change the resolution of images based on a user’s device. But many sites, still, fail to do this. Large images result in slower load times for mobile devices.

8. Emails Are Not Responsive

As a result, mobile users struggle to review their order details or navigate through the list of recommended products in an email before finding the products that were actually purchased.

Emails are a key customer touch point. They need to be part of the responsive design and testing process. Keep the emails light, with only the most relevant information.


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