September 27, 2021

Having a mobile friendly website used to be all the rage, however it’s fairly standard nowadays – if you have undergone a redesign in the last year or two then your website is probably mobile friendly. Mobile still plays a big part of the user experience and recently Google announced a mobile friendly test tool which should encourage users to get their website mobile friendly (and earn the Mobile Friendly Label!).

Typically when Google releases free tools like this its in an effort to improve or simplify the webmasters job, and in this case they have also stated they are experimenting with mobile-friendly ranking factors so its an optimisation concern too.

Its undeniable that over the years Mobile traffic has been on the increase, this is for both ecommerce and page based sites. Just take a look at some of the stats from our sites showing 2014 to 2013 (this is total year on year traffic comparison) with one of our larger sites, and one of our lower volume sites –
Mobile Growth 2013 to 2014Ecommerce Mobile Growth Comparison





As you can see mobile traffic is on the up, so its best to make sure your mobile visitors are not neglected!

Going Mobile Friendly

Making a website mobile friendly is not just re-sizing the text – you need to consider all the other factors that a mobile user will face. For example clicking links on a mobile phone is a lot more tricky when they are in a list that isn’t well spaced, everyone can get a case of ‘fat fingering’ from time to time.
Google have published a few criteria points to consider when assessing how mobile friendly your site is –

  • Avoid software that is not common on mobile devices, like Flash
  • Use text that is readable without zooming
  • Size content to the screen so users don’t have to scroll horizontally or zoom
  • Place links far enough apart so that the correct one can be easily tapped

This is in addition to the typical webmaster suggestions you should always consider (e.g. website speed, optimal layout etc.)

Getting Tested

Google make it really easy to carry out the test, so all you need to do is head over to
Once on the page all you need to do is fill out your website address and click Analyze. Assuming your website has issues then you will see a results page with your verdict score, but also ways on how to improve the mobile user experience.
Here is the results when putting through the Phillips 66 website (top 10 Fortune 500 company) –

Google Mobile Friendly Results If you do have areas to improve on then the page does give guidance on how to improve your site, and its really easy to use so even if you can’t edit HTML then you won’t be left behind.
Just select from one of the options to the right of the page and you will get a whole host of step-by-step information on what to do.

Google have made it so simple for you as a webmaster so its important you don’t ignore the advice, or dismiss it thinking it doesn’t apply to you. We have had amazing experiences upgrading to mobile-friendly sites for brick and mortar business sites as well as ecommerce websites – they may not be making a direct purchase on the site but their experience as a user can make a massive impact on their decision as a client!
The stats speak for themselves:

72% of consumers want mobile friendly sites
67% of consumers are more likely to buy from a mobile friendly site
61% of users are unlikely to revisit non-mobile friendly sites

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