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Mobile Optimized Site Increases Visitors

Mobile Optimized Site Increases Visitors
Posted on Jan 20, 2011 by Stephen Owens
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I created a rough mobile template, and even though I threw it together in about 30 minutes as an experiment, I've seen the unique mobile visitors climb about 261%. I did it by adding: one style sheet, a mobile browser check script, and setting some mobile exclusion if statements. Read more for details.

NOTICE: The procedure I describe below is old and out of date. It would be much better to create a CSS3 + HTML5 responsive design. One site across all devices. 

If you absolutely cannot use a responsive design, then here is an article from MOZ on optimizing a site for mobile

Quick Overview Of My Mobile Visitors

To help illustrate the increase in site traffic here is a snippet of the chart showing the Mobile Devices that visited my site from my Google Analytics account.

Increased Traffic After Creating A Simple Mobile Optimized Site

Mobile Devices Used By My Visitors

  1. Android 39%
  2. iPod 33%
  3. iPhone 15%
  4. iPad 12%
  5. BlackBerry < 1%
  6. Danger Hiptop < 1% (re-branded T-Mobile Sidekick)

My 30 Minute Setup Mobilization Experiment

I started by downloading the a PHP based mobile detection script from This script checks for mobile web browsers and does a simple header redirect to a mobile version of the site. Resembles something along the lines of:

  1. <?php
  2. $useragent=$_SERVER['HTTP_USER_AGENT'];
  3. if(... mobile browser check here ...)
  4.   header('Location:');
  5. ?>

Instead of using it to do the header redirect, I did a quick change and made it set a boolean flag. CMS Made Simple uses the Smarty Template Engine, and I stored the flag check into a Smarty variable with some code equivalent to:

  1. <?php
  2. $useragent=$_SERVER['HTTP_USER_AGENT'];
  3. if(... mobile browser check here ...) {
  4.   $smarty->assign('mobileFlag', TRUE); 
  5. } else {
  6.   $smarty->assign('mobileFlag', FALSE); 
  7. }
  8. ?>

Then I created an alternative CSS file that contains optimized settings for mobile browsers. When the flag is set, I have it load my alternative style sheet which pushes the site into a simple single column layout. The code basically looks like:

  1. {if $mobileFlag}
  2.   <LINK rel=StyleSheet href="mobile_style.css" ... >
  3. {elseif} 
  4.   <LINK rel=StyleSheet href="style.css" ... >
  5. {/if}

Then I edited my template files and on any section that I felt would hinder the mobile experience, I added a simple if statement. This would hide undesired elements from the mobile devices. I accomplished it with something similar to:

  1. {if !$mobileFlag}
  2.   ...
  3. {/if}

That's it. Finished.

Final Thoughts On My Mobile Site

I was a huge skeptic of creating a mobile optimized version of my website. However, after seeing the fast increase in traffic from the mobile browers, I'm going to have to commit to the mobile site, and create a good design that's worthy of a smart phone wielding web warrior.

I will keep the full detection script in place for a few more months. However, if the Andriod and i products continue to be the top devices, I will trim the detection script down to just those devices.

Most likely I will add in an option to switch between the mobile and full site for mobile visitors. Sometimes it's just nice to have options.

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