More and more online shoppers use mobile devices such as smartphones, tablets, and similar electronic gadgets for browsing and online shopping.
Most website visits now start on a phone, and many purchases are completed there too. Every device has different screen dimensions, so the store must be clear and easy to use on all of them. This is no longer a choice but a requirement: Google uses the mobile version of a page for indexing and ranking (mobile-first indexing), so it mainly evaluates what it sees on a phone. A store that is poor on a phone will also rank worse on desktop.
Responsive Design
The only sensible approach is one store with one set of content whose appearance adapts to the screen width. Structurally and content-wise, the mobile version is the same as the classic one: do not hide important content (description, reviews, FAQ) on mobile, because search engines evaluate the page based on what they see there. Some unimportant elements you either do not show on smaller screens or show differently.
Before publishing, check: button size (large enough for a finger), loading speed, forms and the right keyboard for each field, wallet payment (Apple Pay, Google Pay), pop-ups that do not cover the content, and real devices, not only a simulator.
Separate Mobile Version (Historical Note)
A separate mobile site (for example m.yourstore.com) with different content used to be common. Avoid it today: it requires maintaining two versions, the content drifts apart, and search engines evaluate the less complete version.
Frequently asked questions
Most website visits today start on a phone, and many purchases are completed there too. If the mobile experience is not flawless, buyers leave. Google uses mainly the mobile version of a page for indexing and ranking (mobile-first indexing).
Tap targets that are too small, slow loading, cluttered layout, horizontal scrolling, and an unoptimized checkout. Each of these issues directly increases the abandonment rate on mobile devices.
Responsive design is today's standard - one codebase for all devices, easier maintenance, and better SEO. A separate mobile site (m.domain.com) is an outdated practice that requires double content maintenance.
With PageSpeed Insights, Chrome DevTools device emulation, and actual testing on different devices. We recommend testing on both iOS and Android and on slower networks (3G simulation).
AMP (Accelerated Mobile Pages) is a format for fast loading on mobile devices that is now used less and less. Google no longer requires it for ranking, and for e-commerce pages with a dynamic cart the implementation is demanding and not recommended.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
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