|Why They're Hot:
Late in 2011 Coastal Contacts Inc. debuted its first m-commerce web site. Even before launch, the e-retailer planned on a second-generation smartphone site based on what it learned through analytics about mobile shopper behavior. In December 2012 the m-commerce site evolved to what executives called Mobile 2.0. Among other things, the e-retailer determined the first version presented the mobile customer with too many navigation options all at once. Now customers drill down step by step by attributes. The e-retailer also placed calls to action higher on product pages so shoppers do not have to swipe down to see them. In 2013 Coastal Contacts' smartphone conversion rate rose by 171%. "The key thing is to keep the process more of an evolution than a revolution," says Braden Hoeppner, vice president of web sales.