With each passing day the number of adaptive sites is growing, and the concept of a fashion trend has gradually thing of the past. The effectiveness of this solution for sites is becoming more obvious by the example of successful projects. Recent studies show that 80% of smartphone users perform various financial transactions with their devices. While, half of them regularly shop online. Although,the conversion of the site with desktop computers are still higher than with tablets and smartphones, but soon they catch up with these figures and projections for 2015 assume that even bypass them.

For you to note, the smaller screen size of the mobile device,the user's activity  spending money on shopping online.

Besides, we should not forget that the most of the sites are not optimized for the mobile users, but do not satisfy the minimum standards of usability and seo site optimization as their foreign counterparts. The growing number of sites with an adaptive design increases ease of use such sites wider target audience.It becoming easier and more convenient to use an adaptive site to meet their needs for buyers. Demand creates supply and the number of web studios, which offer customers the creation of adaptive site for more complete conversion of the site increases.

Understandable term “adoptive design”

Adaptive design is flexible site design template and view the output of important elements of structure of a site, in which the size and location of these elements, such as text, images, pages and blocks, etc.. vary depending on which device reviewed the site at the moment. The demand for a separate design layout pages for different devices with different screen diagonal is completely eliminated. Adaptive design helps to preserve a unified structure of the site without changing the basic bundle of essential elements and core code.

In such way, we achieve a flexible display the maximum amount of useful information for users on each device. The screen shows the most any device key elements of a site and the smaller the screen, the less they will be displayed. All this - for the sake of simplicity and convenience of our users.The questions is what is worth to leave, but what elements should be abandoned?

Let’s consider the design elements which are important for the conversion of site

You should leave all the elements that help mobile users to take advantage of the information they need and go for conversion path to your planned goals (buying, call, check, etc.). As an example, are always contacts, work time, map and everything that allows the user to communicate with you.

The well-adapted online interactivity and functionality will be at a high level in all kinds of mobile devices. Features such as an order by credit card, or different billing via SMS, are highly valued by users.

The use of adaptive design to increase the conversion should not only hide the less important elements of the site, but also include the complete replacement (for example: a possible replacement of long texts media content). This will facilitate the perception of a site for people looking at it from the device with a small screen size. Thus, it should focus on the objectives of the site and to hide those elements which could be an obstacle for the visitor towards achieving planned objectives.

What are we going to remove?

Adaptive layout design of the site for mobile devices with the use of growth mechanisms of conversion is carried out by removing all the secondary site, and additional elements. It worth to leave the items in which a couple of clicks you can achieve the planned objectives for mobile devices, that is to quickly and efficiently turn users into customers.

As an example, if you deleted a long text, it can replace not only the video or audio content, but a brief description and photo-quality goods.

But let's not forget that the optimization of adaptive design for mobile devices, it is a quantitative reduction in the secondary elements of the site (banner advertising, slider, additional pictures of goods, etc.),so,it should  first thoroughly and competently consider usability, especially for view the site from mobile devices.

  • Making fewer elements. Using this we can increase the size of the important elements for us, with an emphasis on ease of use and navigation of the site from a mobile.
  • The ready availability of content. The possibility with using one touch to deploy content to look through the page and review the photos. All this is convenient and practical for users of mobile devices.
  • Reviews and Ratings. For the most popular items should to emphasize their level of reliability, the different ratings and if possible the short reviews of users, or to display all the icons and symbols.
  • Price and payment. Customers must first clearly see the price and the main methods of payment, as well as be able easily go to a page with a detailed description of payment section.
  • Free Shipping. One of the most influencing  factors to the customer's choice when purchasing goods. You should put this information in the most visible place and, also, displayed on the product page.
  • Dedicated button "Order". Well-designed sells product page with the right call to action is the basis for the successful conversion path.

All this is just recommendations for optimizing the adaptive design.

Here is some examples

The example shows how to change the screen diagonal changes not only the design, but ,also,changes the structure of the content and navigation menus and how calls to action are in a constant field of view of users.

In the second example, we see the content (mainly texts) is replaced by the graphic elements and photographs. But this ease of navigation and the ability to go to the main text is stored - all so easy and simple for users.

How to increase conversion rate?

Our experience has shown that even in Ukraine, where the trend growth of Internet commerce has lagged far behind the West, increase conversion is an inevitable consequence of the transition to adaptive layout of the site. Given the fact that in our country growing number of mobile users is growing at a breakneck pace, it is not surprising that in a year the number of users making purchases using their smartphones and tablets will grow strongly. The adaptive site will help your business to attract a wider audience in the long term.In such way  you will be able to reduce maintenance costs, advertising and promotion mobile version of the site. Speaking about an increase in the conversion at least 40% is guaranteed . But keep in mind one important aspect –it  is the area of your business. To spent on adaptive design of the site makes no sense for some businesses nowadays.

A little about forms

With the growing demand for adaptive design  increases the number of recommendations on its use. Here are some of them:

  • Using field descriptions forms prescribed them above the form itself.
  • Reduce the number of fields in forms and remove all the unnecessary information. While mobile Internet still has a weak rate all the elements that hinder page load, should be remove.
  • Where possible, automatically fill in form fields (country, city, state, etc.) the most popular options.Even more, you can use the pull-down menu with values, as a result,the form will be filled without errors and much faster.


The adaptive site should lower your costs, increase conversion and improve your brand awareness ,also,to increase the loyalty of your target audience. But to achieve this you need to do the hard work. You should make a list of goals for your site, that is, all those activities that you would like to commit your users (purchase, call, subscription, etc.). Then put all the elements predominating in accessible locations and convenient clickable. To determine the exact location of these elements it possible to create a heat map and spend, alpha / beta testing of the focus group. All this will help you to work out thoroughly usability of your adaptive site.