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39.4% of them want to complete the redesign within three months and 31.8% anticipate taking three to six months for the work. A smaller group, 15.2%, expects the task will take six to nine months, 12.1% will need nine to 12 months and 1.5% will need more than 12 months.
Interestingly, among the 27.5% of e-retailer respondents with m-commerce sites, more than half—53.3%—anticipate redesigning those mobile sites. The biggest driver is to improve customer use of those sites, cited by 50%. 31.3% want to take advantage of new technologies, such as HTML5, a design language particularly well suited to mobile devices. 12.5% are reworking mobile sites based on customer feedback and 6.3% want to improve conversion rate.
Of those e-retailers without an m-commerce site, many expect to move quickly to build one. 17.1% anticipate completing that project in the next three months, 26.3% in three to six months, 27.6% in six months to a year, 19.7% one to two years and 9.2% expect it will take more than two years.
As retailers create their m-commerce sites, Lesko advises them to design with the small size of smartphone screens in mind. "The big thing is to think about what needs to be in the product set," he says. "Sometimes a full catalog is not appropriate."
E-retailers, however, should realize that web design, both for desktops and mobile devices, is in a state of flux now, says Whitton. "We're in a transitional period," he says. Retailers must consider the needs of consumers accessing retail sites from a variety of devices, Whitton says, adding, "It's more about trying to figure out the absolute best solution and its purpose."