- The Search Agents - http://www.thesearchagents.com -

Introducing the Mobile Experience Scorecard

 smartphone-guide-15 [1]

In the last year, there has been a dramatic increase in smartphone adoption.  According to research from MarketingCharts.com [2], smartphone traffic increased 125% between the first half of 2012 and the first half of 2013, greatly exceeding a 12% increase on desktops during the same time period. It is now more important than ever for businesses to make their websites mobile friendly.  While Google provides a variety of information to help marketers and web developers improve their mobile-readiness, it can still prove difficult to evaluate the quality of a site’s mobile experience.

Recently, The Search Agency created the Mobile Experience Scorecard to allow marketers to benchmark their mobile sites against industry standards and Google guidelines. The scorecard assigns a mobile readiness score to each site based on five factors including: load speed, site format, calculated download speed, social media, and apps.  Weightings for each category are based on industry best practices along with Google’s recommendations [3], which include using Responsive Web Design (RWD) to render mobile sites and minimizing load speeds to 1 second [4].  The final score, based on objective and subjective expert criteria, reflects the overall quality of the website’s mobile experience.

Through a defined methodology, The Search Agency’s Mobile Experience Scorecard can be applied to any mobile site.


Load Speed

Weighted 41%

Site Format

Weighted 26%

Calculated Download Speed

Weighted 18%

Social Media Presence

Weighted 10%

App Presence

Weighted 5%


Under 1 second


Over 200 kb/s

At least 3 social media buttons (large) Apple store app download prompted; navigates to app store


1-2 seconds

Dedicated Mobile Site

100-200 kb/s

At least 1 social media button (large) Prominent button to download app


2-3 seconds

50-100 kb/s

At least 3 social media buttons (zoom to see) Link to app download


3-4 seconds

10-50 kb/s

At least 1 social media button (zoom to see)


4-5 seconds

Under 10kb/s

Link to social media, without button Link for tablet app


Over 5 seconds

Desktop Version

Did not have social media links or buttons No evidence of app on site

The Search Agency’s Mobile Experience Scorecard can help marketers and web developers assess their mobile readiness and determine where improvements are needed. A more detailed report will be available shortly.

Until then, check out our white papers on Responsive Web Design [7] and Mobile Paid Search [8].