Blog / Research06 June 2018

Research results: more than 40% of Ukrainian online stores are not optimized for mobile devices

The widespread of smartphones, as well as Wi-Fi, 3G and 4G technologies in the modern world has brought users quick and convenient access to the Internet from almost anywhere in the world. Not surprisingly, this has led to a rapid increase of mobile traffic: foreign studies show that in 2017 it exceeded the traffic from desktop computers.

Customers are looking for a wide range of goods and services using their phones, which cannot but affect businesses: the mobile version of the site today is a must-have for almost every company.

Сanonicalized in April 2018 showed that at that time 24% of all sites in the world were not adapted for mobile devices. At Arto Web Agency, we conducted a similar study, focusing on the online stores: we checked the compatibility of the Ukrainian e-commerce segment with mobile devices.

Research methods

The first stage was to collect the semantic core, consisting of categorical requests that describe online stores of different orientation: for example, "online shoe store", "online air conditioning store", etc. After its cleaning, we received a list of 3599 requests. We collected the addresses of sites from the top-100 of Google search results (region – Ukraine) for each of these requests.

At the second stage, we have supplemented this list with sites from open online catalogues and price aggregators of Ukraine: hotline.ua, price.ua, catalog.online.ua, uashop.org, technoportal.ua, shop-list.com.ua, www.shoplist.com.ua, www.shop-on.com.ua.

Then we analyzed the resulting list and removed the following from it:

  • company pages on sites that are not online stores, for example, on social networks (Facebook, Instagram), on advertisement platforms (OLX), etc.;
  • sites in national domain zones that are not related to Ukraine (.ru, .su, .by, .kz).

The remaining array of URLs was analyzed by Screaming Frog SEO Spider application to extract a list of Title and Description meta tags for it.

Basing on the collected data we have formed 2 groups of sites. The first of them was the resources that contained the words "Internet" and "shop" in the meta tags of the main page. We automatically considered these resources as online stores. Important: at this stage, we also sifted out sites of companies offering development or promotion services that were randomly included in this group. They contained in meta-tags such phrases as "online store development".

The second group included sites that did not use the phrase "online store" in Title or Description, but could still be stores. They were checked manually. During this check, we excluded the following types of web resources:

  • landing and promo pages, business card sites;
  • informational sites, online media and blogs;
  • online catalogues without purchase functionality;
  • sites of manufacturing enterprises without online catalogues of goods and order functions;
  • service sites of various kinds (construction, transport, educational, etc.), not engaged in the sale of goods;
  • intermediary sites offering delivery of goods from foreign online stores to Ukraine;
  • online shops from Russia, Belarus and other countries.

As a result, the database consisting of 23490 unique domains of online stores was collected. We used these sites in our study.

To check sites for mobile-friendliness, we used a self-written script that sends requests to Google Search Console URL Testing Tools API, using its function that allows you to launch the Mobile-Friendly Test for the URL. Due to the fact that the API sometimes generated request processing errors, each URL was tested 10 times. The correct test results were obtained for 19458 addresses (82.8% of the total number of collected URLs).

Results

The results of the study revealed that:

  • 58.1% of the tested online stores (11308 sites) successfully passed the test and received the Mobile-Friendly status;
  • 41.9% of them (8150 sites) received the Not Mobile-Friendly status.


For Not Mobile-Friendly sites, API returned six optimization recommendations. They have shown the following distribution:

  • Tap targets too close – 7944 sites received this recommendation (97.47% of the total number of failed sites);
  • Use legible font sizes – 6109 sites (74.96%);
  • Configure the viewport – 5625 sites (69.02%);
  • Adjust the content size to Size content to viewport – 5232 sites (64.2%);
  • Fixed width viewport – 509 sites (6.25%);
  • Uses incompatible plugins – 311 sites (3.82%).

Each of the online stores with Not Mobile-Friendly status has received from 1 to 5 recommendations (but none received all 6 of them). The distribution of sites by the number of recommendations can be seen in the following diagram.


In addition to the results of the study, we analyzed the Title tags list of main pages received at the midpoint and collected the frequencies of all the words that met in this meta tag. You can see these data here in the form of text clouds.

Conclusions

Thus, quite a significant share of online stores in Ukraine is not yet prepared for the realities of the mobile Internet, while the number of mobile device users is steadily increasing. Liveinternet statistics show that the share of Android sessions in our country increased from 23.6 to 50% from the end of 2015 to this days. The active spread of 4G technology will only strengthen this trend in the future. Therefore, the owners of online stores should already think about adapting their sites for mobile devices.

Nikolay Ashpin
SEO, blog editor
I have been engaged in copywriting since 2014, in SEO - since 2017. I am interested in Internet marketing modern trends and search engine optimization, as well as in the capabilities of the Google My Business tool, and I share the experience of using it at seminars and conferences. If you have a question about this article, please write to nikolay@arto.agency.

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