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Fathead Conquers Responsive Design & Increases Mobile Commerce Revenue

Online retailers have widely embraced responsive web design (RWD) as the preferred tool to elevate user engagement in a multi-device world. However, it must be made clear: responsive design is not a silver-bullet solution.

An effective responsive design implementation is difficult to achieve. Many companies struggle to fine-tune their RWD application for optimal performance and engagement, especially with mobile consumers.

This proved true for Fathead. The innovative graphics company was an early adopter of responsive web design and experienced slow mobile load times after implementation. How did this happen?

The Hidden Cost of Responsive Web Design

Using breakpoints and a grid layout, a responsive design application will adjust page assets to fit a user’s viewport. This solves a familiar mobile frustration: tiny, illegible content that is unreadable.

RWD pages display on any device, but performance issues are a common pitfall. RWD sends a jumbo-sized data package to every end user. It contains every page asset that could be needed. For a mobile device, this tidal wave of data must be downloaded and then reformatted. Smaller and less powerful devices are simply overwhelmed by the heavy lifting, and the results are slow mobile load times and dismal mobile user experiences.

Fathead Finds a Hybrid Solution

Fathead found a solution to this problem with adaptive CDN technology from Yottaa. Yottaa solved the underlying issue behind the retailer’s mobile dilemma, and also empowered Fathead to fine-tune their RWD application for optimal performance and impact with all users. Now, a visitor’s device type is detected first and that information cues only the specific content that is needed for the user.

Michael Layne, Director of Internet Marketing at Fathead, explained to Internet Retailer, “This technology attacks the fundamental flaw in responsive design, which is sending everything and then hiding a bunch of stuff. It looks at the viewport first and says, ‘Tell me what you need.'”

Results on Fathead’s Improved RWD Application

  • Faster Page Speed: 37% decrease in page load times
  • Lighter Pages: 53% decrease in page weight.
  • Business Impact: 16% increase in revenue-per-visitor
  • Return-on-Investment: Revenue increases covered the costs of moving to Yottaa

So, how exactly did Fathead leverage adaptive CDN technology to optimize user experiences and drive business results? This is your opportunity hear the inside story.

Join Fathead’s CIO, Jennifer Rademacher, and Michael Layne, Director of Internet Marketing, as they discuss this topic with Yottaa’s Ari Weil, in an exciting webinar on April 16 – How Fathead Increased Revenue for its Mobile Presence.

Webinar Details:

Thursday, April 16 | 12pm ET


Register Now! How Fathead Increased Revenue For Its Mobile Presence

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