|Why They're Hot:
Although Fathead.com sells many items beyond sports-related wall decals, shoppers didn't know that, according to consumer research it conducted last year. To help show the array of products it sells, the e-retailer redesigned its site in November 2012 in-house using responsive design technology that adapts the way a web site displays to fit the screen the consumer is using. The new site shows off all the product categories Fathead offers, including Kids and Entertainment, Art and Décor and Business Solutions, whereas before the home page was dominated by one single large image. Since moving to the responsively designed site, the conversion rate on non-mobile devices has increased 17%, revenue per visitor is up 15% and total revenue has increased 25%.