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The effects of Mobilegeddon and the importance of mobile commerce

After reading a great article by Smart Insights on Ecommerce conversion rates, the impact of Mobilegeddon really hit home to me.

For those who aren’t aware what Mobilegeddon is, it relates to when Google released their Mobile Friendly Update on April 21, 2015. On that day Google released a significant new mobile-friendly ranking algorithm that’s designed to give a boost to mobile-friendly pages in Google’s mobile search results. Thus penalising websites that were not mobile friendly.

By comparing the statistics for retail conversion rates by device it soon becomes very apparent of the impact that April 21, 2015 had in the UK:

On first glance we can see a gradual increase of conversions with all devices.

However, when we isolate the year on year impact in Q4 of 2014 and 2015 (before and after the Google Mobile Friendly Update) we can see that Smartphone conversions increase far more than any other device.

There are two factors to consider here:

  • The increase in active online users
  • The impact that the Google Mobile Friendly Update

Although we cannot be certain to the exact factors of this, the increase in Smartphone conversions have increased by far more than any other device:

This outlines the true importance of having a mobile friendly digital presence.

We hope this is useful. Any comments or feedback is really appreciated.

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