There were other reasons Modnique decided to go with one responsive site vs. having both a desktop site and a mobile site. For instance, Modnique's search engine optimization efforts have improved with only site. Furthermore, it's easier to maintain just the one site.
Prior to launching its RWD site, Modnique understood the importance of getting all departments in the company on board with the concept. As a result, beginning in March, biweekly meetings were held with the president of the company, along with employees in the art department and engineering team. Using a combination of Google Analytics and Crazy Egg, a heat-mapping tool that allows website owners to create tests to figure out what people are doing on their site, Modnique identified what visitors needed throughout the shopping journey on both its dektop site and mobile site. A content strategy was then designed based on how customers interact with the website. Modnique used a combination of technologies to implement its responsive strategy, including HTML5, CSS3 and set of proven JavaScript libraries.
Additionally, to accommodate each unique device and user location, the site used varying image sizes and dynamic quality scaling to achieve an optimal balance of image quality and site performance. Modnique's RWD site was up and running Sept. 24.
While it’s too soon to say whether the new website has increased sales or conversions for Modnique, Adam says "our customers have responded to it really well."
As for next steps, Adam says Modnique is focusing on "launching apps for both Android and iPhone, as well as localizing different versions of our site for users in different countries such as Russia in the coming months."
Before you take the RWD plunge, however, Adam suggests retailers make sure they’re equipped to handle the work involved.
- Categories:
- E-Commerce
- Mobile Design
- Web Design
- Companies:
- People:
- Ivka Adam
- Places:
- REDONDO BEACH
- Russia
Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.