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Responsive Web Design Enables Mobile Commerce

When a buyer visits a company's website, will their visit result in a good user experience -- regardless of the device they're using at the time? More often than not, that experience is within a smaller screen on a mobile device -- such as a smartphone or media tablet.

Savvy marketers are already starting to influence the adoption of mobile-first design strategies for their online properties.  Making it easier to buy something via a mobile device is a forward-thinking competitive advantage, because this activity will become more mainstream over time.

eBusiness teams are working on rebuilding their legacy desktop site experiences to be responsive across all web-enabled touch-points, but it's a huge undertaking and few organizations have the budget or risk appetite to redesign all of their web assets in one fell swoop.

Many teams start with the easy places on their website -- such as the home page, the category pages, the campaign landing pages -- after all, these pages don't contain complex transactional logic or processes.

Growing Momentum for Mobile-Friendly Websites

Ten percent of all U.S. smartphone users and 20 percent of all U.S. media tablet online adult users have made a purchase on these respective devices in the past three months, according to the latest market study by Forrester Research.

However, the bad news is that 90 percent of mobile phone users and 80 percent of tablet users are still purchase holdouts. Why is that?

Some 53 percent of these holdouts cite that they avoid "checking out" on mobile devices simply because they are either used to or find it easier to buy on a PC. Apparently old habits die hard.

So how can brands convince holdouts to embrace buying on their mobile device? By providing the services and information the customer wants exactly when they're looking to make a purchase on their mobile device -- in the mobile moment.

To get there, Forrester argues firms should forget conventional wisdom and embrace responsive web design (RWD) as a perfect fit for most transactional scenarios.

In fact, 63 percent of eBusiness professionals rank RWD as a technology investment priority for this year, compared with 40 percent in 2013.

"Starting an RWD project by rebuilding the most complex part of your site may not be intuitive, but RWD is a great way to develop touchpoint-optimized experiences while maintaining the consistency of complex web processes," according to the Forrester assessment.

These study findings were based upon a survey of more than 4,000 online respondents in America.

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