Fast mobile websites are essential if you want to capture the Millenial eCommerce buyer. It’s so important, the VP of eCommerce at Crocs International challenged her mobile team to manage against one core requirement: “We have 3 seconds to stop their thumbs.” This was one of the interesting insights at the “Marketing to Millennials” session at the recent ShopTalk Europe event.
The panel went on to discuss the importance of a mobile UX with beautiful content that pops, relevant recommendations, and an effective social narrative. But they always came back to the importance of mobile website speed. If you don’t respect the 3 second mobile shopping barrier, the only audience you will engage is your QA team.
So how do you turn your eCommerce experience into a fast loading mobile website? Here are 3 keys to delivering fast mobile websites that load in under 3 seconds.
1. Embrace Adaptive instead of Responsive Web Design
Responsive web design (RWD) has been a popular development approach because you can build one version of the website that adjusts to every device. Unfortunately, RWD increases the file size sent to the browser by sending every possible version of the website so it can render the correct one. In contrast, Adaptive Web Design (AWD) uses information about the device to pick and send only the relevant files. AWD websites load faster than comparable RWD websites while delivering the same experience. This is the approach embraced by eBags, Moosejaw, and Pier 1, whose project was recently highlighted in Internet Retailer article “How Pier 1’s Focus on Web Speed Increases Sales”
3. Trust the Process or Go Above Them
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