It’s now been four months since Google’s “Mobilegeddon” update, and in spite of the advance warning that the search giant gave, many webmasters were taken by surprise by the update, and are now scrambling to fix problems with their sites.
If you’re not sure whether your online store has been affected by the mobile-friendly update, you can find out for sure by checking the Mobile Overview report in the Audience panel of your Google Analytics account. If you have conversion goals configured, then you will see information including the number of visitors who are completing transactions via desktops, tablet PCs and your browser. And you can use that information to determine how good (or poor) your mobile conversion rate is.
Mobile Users Matter
The major online ecommerce platform Shopify analysed data from its network of online stores. It found that around 50 per cent of their traffic comes from mobile devices. If you aren’t getting a significant portion of traffic from mobile users, then you will need to think about why that could be. Is your demographic one that simply does not use mobiles, or are you losing out on traffic because your store is not mobile friendly?
Check your Google Search Console (previously Webmaster Tools) account to see whether Google has issued any warnings about mobile friendliness. In addition, use the Mobile Friendly Testing Tool provided by Google in the Webmaster Tools section to check whether Google views your site as being mobile friendly.
If your site has too many redirects; is difficult to navigate on a touch screen; or does not have a responsive layout, then these issues will be flagged and you will be given information as to how to fix them.
Google offers a wealth of information about how to make stores built on platforms such as Magento and PrestaShop more mobile-friendly. These platforms are pretty good “out of the box”, but with careful theme and extension choices and a little extra care when it comes to choosing product images, you can make them even more mobile friendly. This will attract and retain more visitors and deliver a better return on your ad spend.