Summary
eBusiness teams are doubling down on rebuilding their legacy desktop site experiences to be responsive across all web-enabled touchpoints, but it's a huge undertaking and few organizations have the budget or risk appetite to "responsify" all of their web assets in one fell swoop. Many start with the easy places — the home page, the category pages, the campaign landing pages — after all, these pages don't contain complex transactional logic or processes. This report looks at the role of responsive web design (RWD) in the "explore" and "buy" phases of the customer life cycle and challenges conventional wisdom that says RWD is neither ready nor appropriate for use in complex online transactional experiences.
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