It seems like just a few years ago, site owners were desperately altering their pages to make them mobile friendly. Users were shifting to embrace small screen browsing and shopping habits, and companies that functioned on a desktop exclusive platform risked profit loss to frustration, shopping cart abandonment, and more tech savvy companies that knew how to build a mobile-friendly site.

Today, much of the same still holds true – both regarding user habits and the potential risks of design failures – but the balance has shifted. Now, businesses risk losing out to companies that have mobile-exclusive apps that are faster and more intuitive than their pared down mobile web pages. The technology has taken another step forward. [Read more…]