When building a site, especially an eCommerce store, it is paramount to consider how visitors will be using the site. Analytics have shown that almost half the purchases are made via tablets or smartphones. Designers must consider this and build multi-screen sites to accommodate this cross-platform necessity.
Responsive Web Design or Adaptive Web Design?
Responsive Web Design (RWD) is a design technique that results in websites being displayed properly on any screen. This is the most popular method for developers as it requires few adjustments to HTML, CSS and JavaScript. Regardless of device, the page is served all the code and sized by the browser.
Adaptive Web Design (AWD) adapts a site to the specific device, screen, and user by leveraging server side technology, CSS, and JavaScript. Using a predefined set of layout sizes based on device screen size along with CSS and JavaScript, the AWD approach adapts to the detected device. Only code specific for that device is served.
"The biggest similarity between the two methods is that they both allow websites to be viewed in mobile devices and various screen sizes, ultimately providing visitors with a better mobile user experience,” says Ryan Boudreaux in Web Designer Magazine, April 11, 2013. "Where the two methods differ is in their delivery of the responsive/adaptive structures: RWD relying on flexible and fluid grids, and AWD relying on predefined screen sizes. One of the main distinctions between the two is that RWD might take more code and implementation strategies with the fluid grids, CSS, and flexible foundations, while AWD has a streamlined, layered approach, which utilizes scripting to assist with adapting to various devices and screen sizes."
At San Diego Media, we generally develop mobile sites using Responsive Web Design. The concept is to build one site that has the ability to adapt to all devices.
Recognizing a growing number of all customer traffic involves access from mobile phones and tablet devices, we wanted to optimize the experience for these shoppers. We also knew that this mobile traffic was going to continue to grow.
The idea was to create a Responsive user experience that was elegant and had a performance level equal to that of a traditional desktop site. Conversion rates were lower on mobile devices compared to desktop rates, identifying a clear objective to bring the conversion rate for mobile users closer to those shoppers accessing a site on desktops and laptops.
Additionally some sites support both B2C and B2B users with different shopping needs. We had to configure a Responsive Design strategy to support the diverse needs of B2C consumers, as well as mobile dealers and distributors.
We did this by implementing media queries to create stylesheets for phones and tablets. A media query consists of a media type and at least one expression that limit the style sheets' scope by using media features, such as width, height, and color. Media queries, added in CSS3, let the presentation of content be tailored to a specific range of output devices without having to change the content itself.
Since San Diego Media's RWD Program implementation, our clients' mobile programs have seen a significant rise in revenues and traffic.
The clients couldn't be happier. And neither could their mobile customers.
San Diego Media is a one stop eCommerce solution provider. Utilizing MaxEXP proprietary software as our flagship product, we implement scalable eCommerce strategies for mid to large size companies. We also offer third-party solutions for smaller eCommerce needs.
To see how we can help you with your eCommerce needs, please give us a call. We would welcome the opportunity to take a look under the hood and offer some solutions.
800.808.8696