Is Your Store Mobile-friendly? If Not, Here’s What To Do

Written by James Koster on April 29, 2015 Blog, Design & UX.

The search algorithm update that Google began rolling out on April 21, 2015 was dubbed “Mobilegeddon” due to its focus on delivering better results to visitors using the service on smartphones and other mobile devices.

Sites that are deemed mobile friendly get favorable search engine rankings in comparison to those that are not. Given how abundant mobile traffic is these days, this is significant, especially if:

  • Your website offers services or products that people are likely to search for on their phones, and/or
  • You have a significant volume of mobile traffic already.

It’s worth ensuring that your store is mobile-friendly, including your theme

How do I know if my site is mobile friendly?

Google has made this easy. They’ve developed a tool which checks a number of things and determines how your site looks for mobile visitors.

This gives you a very black and white result: you’re either mobile friendly or you’re not. Check your site now.

If the result you get isn’t what you expected, you should check to make sure that Googlebot has access to all of your CSS, JavaScript, and image files. If your site’s robots.txt file doesn’t allow these assets to be crawled, the tool won’t give you an accurate result. You can learn more about fixing this problem here.

Is my theme mobile-friendly?

One of the things you check when it comes to WordPress and WooCommerce, is if your theme is ‘responsive’. This indicates it will respond by adapting layout across different devices. You can use Google’s Mobile-Friendly Test tool to check your own site — if you’re using Storefront, for example, your result will look something like this:

Storefront is mobile friendly!
Storefront is mobile friendly, woo!

My site isn’t mobile friendly. What do I do?!

If you see a message telling you that you’re not mobile friendly, fear not. You have three options to address this that range in effort required from “not much'” to “a lot.” As you’d expect, the more effort you put in, the better the result is likely to be.

Here are your options:

1. No effort: Leave it and hope for the best

I’m not going to say much about this option as I would not recommend it, but it’s worth pointing out that being mobile friendly is by no means required. It simply means that your rankings in search aren’t going to be as high as they could be.

You could just leave your website alone, see what happens, and react retroactively. But again, I don’t recommend this, especially if search engines send you a majority of your store’s traffic and customers.

2. Little effort: Install a mobile plugin

There are various plugins that will enable your site to detect mobile visitors and serve them an mobile-optimized layout. In layman’s terms, this serves a separate theme to mobile visitors.

The WPTouch plugin makes any WordPress site mobile-friendly.
The WPTouch plugin makes any WordPress site mobile-friendly.

As with all one-size-fits-all solutions, the drawback here is that the mobile theme will unlikely be consistent with the design that your visitors are accustomed to on your desktop site. This might harm your brand identity or lead to confusion.

There’s also the overheads to consider. Essentially, it’s another theme to keep your eye on. Another theme to check after updates and another component on your site that could suffer from issues.

Finally, you could argue that this will result in detrimental performance as the plugin needs to take time to figure out what theme to serve the visitor. Ironically, site performance (specifically speed) is another factor that can have a negative impact on your appearance in search results.

This is definitely a stop-gap solution, but it might be sufficient for some sites, or as an interim solution. If you’re using WordPress or running WooCommerce, you might want to try Jetpack’s mobile friendly theme module or WP Touch.

3. More effort: Switch themes or redesign your store

I say this requires more effort, but that really depends on many things, such as the volume of your site’s content and how your design is set up. Theoretically, if you use WordPress as your CMS, switching themes could be very simple. But if you have a larger site or a custom design, that’s unlikely.

To really nail the issue in the best way, and to future-proof your site, a new design is the best course of action. If you’re running WooCommerce, then we strongly recommend Storefront.

Storefront is a responsive theme designed for WooCommerce

You can also browse the Responsive Layout tag on the theme repository for additional alternatives.

Obviously, switching themes is going to require quite some work. You’ll need to make sure that all of your content displays appropriately on the new theme, and that the features you depend on remain intact. While we’ve moved away from bundling features in our themes, preferring to offer them in plugins (for precisely this kind of situation), a lot of themes do not do this which can make switching a real pain. One risk is that you’ll lose features and will need to look for plugin alternatives that integrate with your newly chosen theme.

As I said, switching themes could involve a little work, but it could also mean a whole lot. It just depends on your current theme or design, how many features it bundles with it, and how much content there is at your site.

Switching themes could involve a little work, but it could also mean a whole lot.

Google also offers a detailed guide to making your website mobile-friendly, no matter what theme or eCommerce platform you currently use.

Choose wisely

Be like Indy, choose wisely.
Be like Indy. Choose wisely.

The choice is yours. You can expend no effort at all and put yourself at the mercy of our Google overlords. You can put a little bit of work in and install a stop-gap plugin. Or you can view this as an opportunity to improve your site by redesigning or installing a brand new theme.

Have you already made your website mobile-friendly? Or are you working on it now? Let us know in the comments.


8 Responses

  1. frano
    April 29, 2015 at 11:56 pm #

    When is YOUR site getting reaponsive guys?:)

    And when is the woocommerce Android app being released?

    • Nicole Kohler
      April 30, 2015 at 3:16 pm #

      Hehe, we’re working on it, frano 🙂 Good eye! Our priority has been making sure our customers have responsive themes and stores.

      Good question on the Android app! We’ve got a place where you can suggest ideas for WooCommerce, and that’s one of the top ones right now: Feel free to add your vote and any suggestions you might have!

      • frano09
        May 2, 2015 at 10:05 am #

        That’s great Nicole, i can understand:), np for me, only when i want to check out your blogposts on the go, it’s really not do-able haha.

        I’ve voted on the app already, would be great if that could go a little faster, there’s no response from the woo-team for a while now, maybe you can give this a boost there at the HQ, thanks and have a great weekend!:)

        • frano09
          May 2, 2015 at 10:09 am #

          That’s a great ‘voting’ platform by the way Nicole, great way to get to know the needs of the customers!

        • Nicole Kohler
          May 4, 2015 at 2:26 pm #

          Totally understood! We’ve got it in the works so no worries.

          Being a longtime Android user myself I agree that an app would be a great idea. Perhaps this is something we can look into in the near future. 🙂

  2. Bon Apetit
    May 1, 2015 at 2:44 pm #

    Thanks god my website is mobile friendly. It will make sense if your website have a lot of customer use smartphone or tablet. They will come back to your website again if you can make them happy with beautiful and responsive graphic design.

  3. kuliah komputer
    May 25, 2015 at 2:54 pm #

    Yuk sekolah.. mari kuliah… kuliah bisa sambil kerja sebagai karyawan / usahawan. Bener khan?

  4. Line
    July 4, 2018 at 12:30 pm #

    Good article 🙂
    I do have a question though, I use Storefront theme but the mobile version doesn’t adjust to the screen and it looks terrible. Is there anything I can do to make it look like the original website on all platforms?

    Kind Regards,


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