At Voices.com, we recognized early on that mobile wasn’t just another channel—it was becoming the channel. As a B2B e-commerce platform serving clients like ABC, Google, and Microsoft, the shift in user behavior toward mobile devices presented both a challenge and an opportunity.
By 2013, mobile traffic to our site had increased significantly, but conversions lagged behind. Users were visiting us from smartphones and tablets, yet the experience was inconsistent, clunky, and ultimately misaligned with the expectations of a fast-moving, professional user base.
We knew change was necessary.
Reframing the Problem: From Mobile Compatibility to Mobile Experience
Our transformation began with a mindset shift. Rather than treating mobile as a separate, downsized version of our desktop platform, we decided to rethink the experience holistically. Mobile users weren’t different users—they were the same high-value professionals engaging with our brand at a different point in their day.
To address this, we focused on three core principles:
- Focus on the main goal of the customer
- Keep the experience consistent
- Test, learn, and loop in the customer
These tenets became our compass in redesigning our mobile experience.
Mapping the Customer Journey
First, we needed to deeply understand what our users were trying to achieve. Using a mind-mapping approach, we traced the key workflows for both our core user groups: voice talent and hiring companies. What steps were essential? Which pages were indispensable? And where did friction exist?
This exercise allowed us to strip away anything extraneous. If it didn’t directly contribute to helping a user find or post a job, it didn’t make the cut.
From this map, we developed a native mobile app—not just to improve performance, but also to meet users where they were. Being present in the App Store also offered a fresh marketing channel. At the time, it was clear: the app train hadn’t passed us by, but the window was narrowing.
Designing for Consistency
Next, we focused on visual and functional continuity. Whether on desktop, tablet, or smartphone, the design had to feel familiar and intuitive. This went beyond logos and color palettes—it extended to page structure, content hierarchy, and the tactile experience of interaction: tap, scroll, pinch, swipe.
If something felt out of place on mobile, we either adapted it or eliminated it. We followed one simple rule: if it doesn’t fit, it doesn’t stay.
Closing the Loop with Users
We didn’t launch into the dark. Instead, we tested rigorously and communicated often. Webinars, user guides, and early-access programs helped prepare our community for what was coming. More importantly, they helped us refine our approach in real time.
We informed our customers not only about the changes themselves, but also about what stayed the same. Familiarity breeds comfort—and for many, knowing the mobile and desktop experiences aligned helped reduce resistance to change.
The Results: Growth Fueled by Simplicity
The impact was immediate and profound.
- 46% increase in mobile visits
- 180% increase in mobile-driven revenue
These weren’t just vanity metrics—they represented a step-change in how our customers interacted with us. By making the mobile experience as seamless and outcome-oriented as the desktop one, we captured demand that had previously gone unmet.
The Road Ahead: Mobile to Global
This project was not the end—it was a foundation. Today, we view responsive design not as a tactical solution, but as a strategic capability. Our roadmap includes further localization, accessibility improvements, and new customer-facing tools built mobile-first.
As technology continues to evolve, the key lesson remains: design from the user backward. Meet them where they are. Then remove everything that stands in their way.
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MarketingSherpa. (2014). Mobile optimization: How a B2B ecommerce company used responsive design to increase revenue by 180% [Video]. MarketingSherpa. https://marketingsherpa.com/video/ecommerce-responsive-design