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BizReport : Internet : September 04, 2013

Top tips for implementing responsive design elements

With responsive design some online brands are building more engaged customer bases. Read on for our experts top tips in implementing responsive design.

by Kristina Knight

Kristina: What contextual elements do online marketers need to consider in order to make Responsive Design a success?

Marifran Manzo-Ritchie, Monetate Director of Corporate Communications: Unless informed by deep customer intelligence, responsive design alone is not a recipe for success. To be effective, you must understand responsive design in the context of your customer's preferences, using insights informed through deep customer data to deliver the right experiences to the right segments at the right time. A good design is just one element of a relevant online experience.

Kristina: What are the challenges in creating and implementing a responsive design framework?

Marifran: Responsive design can be expensive, and time consuming, and like with any new technology that preceded it, simply getting the project off the ground can be one of the biggest challenges. Making a commitment to responsive design requires you to forget the old website redesign processes, such as prototypes on paper or traditional wireframes, because the project needs to focus equally on customer relevance and the usability of a responsive design.

Kristina: How can you optimize your responsive design to decrease roll-out time and ensure the experience meets the demands of your customers?

Marifran: If you decide to implement a responsive design strategy, let your customers define the key pieces of functionality they want in a tablet or smartphone shopping experience. Running tests to determine impact on conversion prior to implementing responsive design can provide context and direction on what CSS changes should be incorporated into your responsive design, decrease roll-out time, and ensure your customers are ultimately satisfied.

For example, Monetate clients have been targeting their tablet traffic and testing elements such as search box size and presentation, and navigation dropdowns to determine their effect on conversion. Other elements they are exploring are alternative payment presentation to eliminate the need for visitors to review their credit cards and reassessing how to use product thumbnail images.

Read part one of my chat with Monetate, including what responsive design is - and isn't - here.

Image via Shutterstock

Tags: ecommerce tips, internet tips, Monetate, responsive design tips, website design

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