Pier 1 recently redesigned its website in an effort to lower its mobile load times, according to Internet Retailer.
The furniture and home goods retailer updated its site to an adaptive responsive design, meaning the formatting on the website automatically adjusts to adapt to the size of the screen it’s being viewed on.
This redesign led to huge improvements in its site speed, boosting mobile conversion rates. In the three months after the redesign, Pier 1’s home page load time speed increased 16% for new shoppers, and 48% for returning visitors. Simultaneously, the retailer’s smartphone conversion rate increased 93%, and its mobile revenue per visit surged 107%, on average.
Mobile optimization is crucial for Pier 1, which saw 60% of its traffic come from the channel in September. This trend is indicative of a wider shift in retail, with mobile sales estimated to reach approximately $250 billion by 2020. Retailers may benefit from taking Pier 1’s approach, as sites not being optimized for mobile is the top frustration for consumers shopping on a mobile device. After optimizing sites, retailers may also incorporate other popular technologies into the mobile experience, such as augmented reality (AR).
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