Nearly all (98%) of the UK’s top 50 retailers are failing to offer responsive websites that work across desktop, mobile, and tablet devices, according to new research.
The study, from Venda, also found that 25 of these retailers are hosting their mobile site under a different URL structure to their existing website.
In fact, just one of the UK’s top 50 most visited retail sites, Currys, currently hosts a responsive website – where content on the site automatically adapts according to the device being used.
The insights, revealed by digital commerce solutions innovator and provider Venda, coincide with the company’s launch of Responsive Web Design.
Given that a third of all UK page views now come from smartphones and tablets3, delivering a seamless user experience across all devices becomes critical for retailers. However, the findings also show that nearly a quarter of the websites analysed still do not have a mobile optimised site – including major retail and mobile player Apple.
Additionally, 25 of these retailers are hosting their mobile site under a different URL structure to their existing website, which could be negatively impacting their SEO rankings. As a result, such retailers are inadvertently driving customers to different URLs, resulting in mobile traffic being ranked separately to traditional website traffic.
“Consumer behaviour has changed rapidly over the last few years and this trend shows only signs of acceleration. We now use phones, televisions, laptops, desktops and soon even glasses and watches to access our favourite brands and retailers. In fact, the wearable device market has been tipped to ship 485 million devices annually by 20184. But how can we deliver a consistent user experience across such a range of devices and capabilities? The answer lies in a suite of technology and design techniques which are collectively referred to as Responsive Web Design”, stated Eric Abensur, CEO, Venda.
Raising revenues with Venda Responsive Web Design
Launching with multi-branded footwear retailer, Cloggs, Venda’s Responsive Web Design (RWD) will help Cloggs and other Venda customers grow their revenues from the emerging and growing number of mobile consumers driving the m-commerce boom. By ensuring that all content dynamically adapts to, and optimises for, the consumer’s device, the RWD solution delivers the best possible user experience regardless of the device consumers are using to access the site.
With the actual site content and functionality being determined by the dimensions and capabilities of the device being used, customers are kept more engaged by no longer having to navigate a site designed for desktop PCs. With consideration also given to the speed of the device and its connection, further improving user experience, the solution encourages repeat site visits, higher conversion rates and ultimately sales.
Chris Thomas, Manager Director, Cloggs stated, “It’s increasingly obvious how a range of mobile devices are changing the way people shop online – in fact almost half of our traffic comes from a mobile or tablet device. Mobile browsing is often a customer’s first step when making a purchase, but a bad browsing experience can mean retailers losing customers at an early stage of the buying decision. Venda’s innovative RWD solution reduces this possibility and presents an opportunity for us to get ahead of the game, as we’re now one of a few top UK retailers that offer a responsive site. We’re already seeing around a 30 per cent improvement in our mobile conversion rates and the new responsive site will really allow us to start accessing the mobile traffic that is growing every day”.
Research was conducted by analysing the top 50 e-Retailers (according to IMRG and Experian’s ‘Top 50 e-Retailers’ report). Using the Responsive.is service to analyse the particular site across desktop, tablet, and mobile environments.