When ecommerce retailers made their first forays into mobile marketing, they obsessed over getting their desktop sites to work on smaller screens. Now we view nonresponsive mobile sites as rudimentary. But in the not-so-distant past, that is what most companies relied on to reach consumers on tablets and smartphones.
Research shows that tablet and smartphone users are fives times more likely to navigate away from sites that are not optimized for mobile than from those that are.
With mobile-optimized sites also earning 160 percent higher conversion rates than non-optimized ones, developing an effective mobile experience is a no-brainer.