Zulily debuts responsive design as mobilegeddon goes unnoticed

Flash sale site Zulily unveiled its first-ever redesign with a responsive design intended to improve the shopping experience on mobile platforms.

The revamp includes a new customized homepage for users, better images and more focus on new products and promotions. Integration with Facebook Messenger, which was announced in March, is still in testing.

President and CEO Darrell Cavens said during the company's first-quarter conference call that the redesign was driven by customer feedback and should contribute to faster delivery times.

"In the first quarter, through interviews with our customers as well as ongoing tests, we also came to believe that we have over-assorted the site, making it difficult for some customers to shop and diminishing the customer experience," he said. "On customer experience with our rapid growth, the lead times for shipping to our customers became too long and resulted in us falling short of our customers' expectations."

Responsive design should also improve load times and make it easier to make changes to the mobile format across all channels over time.

Of course, the urgency of the switch was likely informed by the deployment of Google's high-profile algorithm change, prioritizing search results for mobile-friendly sites. So far the impact of "mobilegeddon" has been relatively mild.

SeoClarity has been collecting data on how search results have changed daily since shortly before the rollout, noting that there really isn't much to report. Results for April 29, the last day data was recorded, show just a 2.1 percent variation since they started keeping track on April 18.

"It has been over a week since Google's mobile algorithm change started rolling out, and the resulting turbulence was less impressive than many speculated—with [an] effect that was more like ripples in the kiddie pool than tidal waves," Ryan Heuser wrote on the company's blog.

That could be attributed to the fact that Google has been gradually implementing these changes ever since it unveiled the mobile-friendly tag more than six months ago, or that the search engine's very public warning and subsequent media coverage forced many sites to prioritize the mobile experience.

Zulily, for one, got the message, and appears ready to capitalize on its new mobile foundation.

For more:
-See this Zulily blog post
-See this seoClarity blog post

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