Buy.com’s Mobile Redesign Worth the Wait?
The increased momentum behind mobile commerce has made redesigning e-commerce websites for mobile devices a necessity for online retailers, but the process can still include a few kinks. Buy.com recently introduced a new mobile commerce homepage to consumers, who showed their approval with higher conversion rates in the redesigned site’s first week. The Keynote Mobile Commerce Performance Index, however, was less supportive and pointed out that the new page downloaded more than five seconds slower than the previous one, dropping Buy.com 12 spots to No. 28 on the 30-company performance index. Buy.com’s response was that an overall better mobile experience was worth a few extra seconds of load time — but will users agree over the long haul?