Wapple Expert Opinion: (how we calculate the Mobile Friendly Score)
1/10: Presented the PC website – site breaks/crashes the mobile browser so nothing displays
2 or 3/10: Presented the PC website – site takes too long to load and/or has key elements that are not supported by many devices. Mobile consumer compelled to leave
4: Presented the PC website – pages render on mobile device but the website does not present most relevant content for mobile users. Also zooming in for content and out for context is frustrating.
5/10: Redirected to a mobile site but the mobile experience is basic and the user experience poor which is not in line with digital branding of website. Lowest common denominator approach
6 or 7/10: Redirected to a great mobile site for smart phones but the experience is poor on older devices. And /or the content is not relevant for mobile users
8 or 9/10: Redirected to a great mobile site experience that accommodates consumers on the move no matter what device they have.
10/10: Served mobile relevant content from the website domain and underlying application with an experience catered for mobile users. The site is optimised for all mobile devices old and new. They included unique usability for the mobile customer eg instore experiences, scan QR codes or promotions, mobile campaigns.