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As Patrick talked about on Monday, 2009 may turn out to be the year for mobile internet, and companies need to be thinking about their mobile strategies.

Some websites have already adapted well to the use of mobile internet, but others seemingly have a long way to go. A new ebook (pdf) from dotMobi takes a look at the best and worst on the mobile web.

Here are a few best practice tips for mobile websites...

Have a mobile version of your site

While iPhones and Blackberries make it easier to access standard versions of websites on the move, not every mobile internet users has one, and even on these phones, dedicated mobile sites are often more usable.

The BBC's mobile site, which I recently compared with the ITV version, is given as a best practice example; it is simple and easy to use if you want the latest news and sport, as well as offering video content.

Getting information on train times and tickets is one obvious use for mobiles, but thetrainline.com is criticised for offering no mobile version of its site, which makes it hard for users who may need information in a hurry.

Actually, The Trainline does have a mobile version of its site, but it doesn't divert users to it, and is so hard to find on the website that I can understand why it has been criticised, though National Express is equally guilty in this respect.

Divert users to the mobile version of the website

If you have a mobile site, then diverting users to it when they are on their phones will save time hunting around for a link to the mobile version. Even on smartphones, navigating through a busy homepage can be tricky, try the BBC homepage on an iPhone for example.

Sending users straight to  the mobile version makes it easier for them, while the option of viewing the standard website can alway be provided.

Keep it simple

Mobile internet users will often need information on a hurry, so removing any unnecessary content and visual decoration is a must to cut down on load times and distractions.

For instance, eBay has produced a stripped down version of its site for mobile, as well as an iPhone app with a bit more functionality, which just gives users a basic search box and My eBay summary.  

Amazon Mobile is another good example of this, producing a simple and usable mobile site which still retains most of the useful features of the standard version.

Optimise for different mobile devices

There are plenty of different mobile phones around and designers of mobile sites need to be able to detect the device and give users the most appropriate version of the site.

As with browsers and screen resolutions with standard websites, if you need to appeal to a wide audience, then you need to cater for as many different mobiles as possible.

Remember users' details

Entering login details, which often contain email addresses, are time consuming and tricky to enter on small mobile keypads, so remembering these details makes it that much easier for users, and is more important for mobile websites.

Don't make users register first

I found this when looking at some newspaper mobile sites recently, and The Guardian was the worst offender here. To access the site on mobile, you first had to register with AvantGo, the newspaper's mobile provider.

This meant that, before being able to access Guardian mobile, I had to enter my email address and set a password, as well as giving details about my gender, age, income etc.

I'm not sure how popular the Guardian's mobile site is currently, but I'm sure they would have had more users if not for this unnecessary signup process.

Related articles:
Does advertising iPhone apps on iPhone apps work?
10 VoIP applications for your mobile phone

Related research:
Mobile Internet Roundtable Briefing - June 2008

Graham Charlton

Published 4 December, 2008 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (4)

Doug Kessler

Doug Kessler, Director at VelocitySmall Business Multi-user

Good points about the mobile sites of Amazon and the Guardian.

I didn't know the Trainline had a mobile site -- and I've looked for it quite actively!

almost 8 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

Thanks Doug. I only know because we interviewed Ian Hildreth from The Trainline recently and he mentioned the mobile site: http://www.e-consultancy.com/news-blog/366702/q-a-thetrainline-com-s-iain-hildreth-on-user-experience.html

I had to search high and low on the website to find it though...

almost 8 years ago


Clive Andrews

Nice summary of some important points.

I share the frustration about the Guardian. I like their content and often read it on the big screen, but thanks to the Guardian's awful process of signing in each time I want to read the news, the BBC usually gets my custom when mobile.

And The Trainline? These days, I prefer nationalrail.co.uk. Same information, but presented with less clutter, and an automatic divert to their simple mobile version. I use it most days.

almost 8 years ago



Completely agreed. Mobile websites should be simple enough and cut to the chase.

Take a look at these samples: www.movetodotmobi.com

over 6 years ago

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