Responsive Design & eCommerce: A Case Study

League and Legends operate an online store, selling rugby league merchandise right across Australia. This year, they decided to work with Internetrix on a responsive redesign of their website that would improve the shopping experience for users on mobile devices. We decided to take a peek at some data to see how this responsive upgrade has impacted the site, and how successful we were at improving the user experience for those customers on mobile devices.

Since the first League and Legends website was launched, as mobile and tablet devices have become hugely popular, the number of people using the web on these devices has skyrocketed. One of the services Internetrix offers on all new website projects is responsive design, which means we design all our websites to be mobile optimised, using our expertise to create websites which adapt to the screen size and device type being used.

As League and Legends operate a large portion of their business online, they rely on their website to generate and facilitate sales of their products. With data indicating that more and more users were visiting the site on mobile devices, a responsive redesign of the site was approved that would see the site given a visual refresh, while tailoring the experience on different devices to give each user the best possible experience. It was hoped that this would result in higher conversion rates and more customer satisfaction with the shopping experience.

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The new responsive League and Legends website.

With their new website design now living in the wild for over a month, we decided to take a look at some analytics data to get an idea of how their updated site was performing. Specifically, we wanted to know what the data would say about mobile device usage, to see how much of an impact the responsive design was having on user behaviour.Responsive_Design_&_eCommerce:_A_Case_Study_image_2 We compared the month before the new site with how the site had been performing since the switch to the new design, and the results speak volumes:

Sessions on mobile and tablet devices went up a whopping 41% compared to the month previous. This undoubtedly had a lot to do with the responsive design. League and Legends also promoted the launch of the redesign on social media, which likely drove some users to check out the site on their mobile devices.

The bounce rate on these devices had improved by 12%, meaning customers were much less likely to leave after arriving at the site on their mobile device. This indicates that customers can recognise a website that has been optimised for smaller screens, and are more likely to engage with your site if it's been designed responsively.

Which leads us to our next statistic - transactions made on these devices went up by 21%. If you're looking for proof that a responsive website will translate to more sales, this is just about as solid an indication as you could ask for. By making responsive design a priority, you are making an investment that is likely to net your business serious returns.

Interestingly, 'pages per session' and 'average session duration' went down a little (around 8%). Without wanting to speculate too much, the fact that customers were spending less time on the site, and yet were more likely to complete a purchase, indicates that the optimised mobile interface has made browsing the site quicker and more intuitive. Customers are finding things faster, making for a better shopping experience on the site.

If you've been holding out on moving to a mobile-ready website, these stats might give you pause for thought. If it's true that there are more mobile devices in the world than toothbrushes, then businesses that sell online need to be considering users on those devices.

Contact Internetrix today about a responsive website.

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