A Recap of Magento's Imagine Conference, Part 2
This is the second part of a two-part series recapping last week's Magento Imagine Conference in Las Vegas. For part one, click here.
Responsive Design: Where, Why and How
Responsive design (RD) is all about designing and coding websites that are visually consistent across a wide range of devices such that all elements of the site adapt to the screen on which the site is being viewed. This means the site essentially looks the same on a smartphone, tablet, laptop or PC, providing a seamless brand experience. RD is fast becoming the standard for mobile, replacing the m.dot platform.
The customer-responsive page result that's served up via RD is excellent for first-time acquisition on mobile because the user doesn't have to download an app to view or navigate the site. RD also uses a single code base and is therefore SEO optimized across devices.
How do you develop a plan to execute RD? Follow these six steps:
- Analyze traffic by device and click paths.
- Consider your vertical and buyer behavior.
- Are your visitors using mobile to search, browse, filter or purchase? You may be fine with a mobile site and a well-designed fixed-width site.
- Consider all of your selling channels and how customers use devices within those channels (e.g., using an iPad in your store).
- Multisite environments make RD more complicated.
- RD is expensive to execute, so you need to consider all of your options. What's the cost of doing nothing?
Some of the newer sites that have implemented RD have seen huge increases in organic traffic and conversions.
The Search Continues: SEO/SEM Trends for 2013
The major takeaway here was that Google ranks authority higher than transactional capabilities, and social factors are a big component of this.
Mix up your ad copy in paid search to better sell your story and provide a point of differentiation in your campaigns, as opposed to just saying "Free Shipping, Lowest Prices, etc."