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Responsive vs mCommerce – Which is better?

Where is your phone now? Where is your phone when you eat? Or sleep? Or do just about anything else? Likely within arms reach. The smartphone is the closest extension to the human brain as we have and we don’t go anywhere without it.

Think about how many hours are spent looking at our phones every day. This undivided attention to mobile devices make your phone screen is the most valuable real-estate in the world. Despite this, a lot of business owners still haven’t thought about how their website looks on mobile.

How we interact with a website on desktop is different to how we use a website on mobile. With minimal space on a mobile screen, your website needs to be optimised so that it works as well on mobile as it does on desktop. With mobile becoming the rule and not the exception, Google’s algorithm now dictates that website rankings will be punished if they aren’t mobile ready.  Here are your options:


Make your website ‘responsive’

A ‘responsive’ design means that your website will ‘respond’ to the screen resolution and arrange the content in a way that is consumable on any device. For instance, if somebody was viewing your website on an iPhone, a responsive web design would re-size and shift the content so that the end user will be able to read it on their phone.

There are, however, some implications with responsive designs. The main issue you’ll find is that your website will take longer to load as it is loading the files of your desktop site and then shrinking them down. This study states that load times for 69% of responsive mobile sites are deemed ‘unacceptable’.

In the world of eCommerce and conversion rates, this slow load time could leave your sales figures dead in the water as a lot of customers will simply abandon your website before you’ve had chance to show them your offering.


Mcommerce (mobile optimised)

A dedicated, mobile optimised website is purpose built for mobile and will act somewhat independently of your desktop site. A mobile optimised website is built to make your website easier to use as opposed to just looking pretty.

A dedicated mobile site will use minimal imagery and text that can be easily consumed on a mobile screen. Instead of a visually intensive, multi-column website, you will have a single-column scrolling, mobile optimised website with a simple, easy to use navigation. In comparison with it’s responsive counterpart, a mobile optimised site can reduce the load time from 15 seconds to under 2 seconds!

mobile-1 mobile-2  mobile-3

Why we chose mobile optimised…

When building a website (and indeed when doing anything online), it is important to reverse-engineer what you want from a given decision. By this I mean, decide on your end goal and then work backwards. If you’re selling through your website (eCommerce), you need to focus on user experience and making it easy for the end-user to buy from you as opposed to simply what looks nice. If your website is simply informational and you want a visually intensive experience for visitors on any device, a responsive design may be best for you.

It was an easy decision for us at EKM to offer all of our customers a fully mobile optimised websites as this will offer the end-user a better shopping experience and will result in more sales for EKM shop owners.

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