Shoppers Don't Want Your M-Dot Site

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ecommerce mobile

Imagine for a sec that you're an ecommerce retailer. It's Black Friday, the day after Thanksgiving in the United States and the cornerstone sales day of brick-and-mortar stores. But you get a huge spike of traffic and someone snags a $25,000 clutch from a mobile device. Which is exactly what happened one Black Friday for One King's Lane.

That one incident pushed One King's Lane to focus on perfecting their mobile shopping experience. As Doug Mack, then-CEO of One King's Lane, said:

Your business model either leans on mobile or it doesn't.

At the time, 30% of One King's Lane traffic came from a mobile device, most of that from a tablet. Sales from mobile make up one-third of One King's Lane sales. So the retailer worked furiously on releasing a universal iOS app, but haven't done a responsive site. Instead, they have a server-side adaptive site. A lot of...
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