More and more people are consuming web content on their mobiles. It is no longer just tech savvy people with posh phones, most phones now have the capability and, more importantly, more people than ever are confident enough to navigate the Internet via their phone. One technology driven reason is the increase is handsets with the capabilities at the forefront of the phone’s design and the iPhone is the best example of this. One cultural reason for the huge increase is the popularity of social networking; people now consider social media an essential method of contact and they want to be kept up to date at all times, wherever they are.

Mobile web use therefore should be a huge talking point at the moment amongst marketers. Yet it is often something that gets overlooked, even in the technology sector, where you might guess it is being most actively embraced. In reality it is something that is being approached tentatively, possibly in fear that their website may require massive budgets and a huge shake up. Also department accountability may be a reason people aren’t addressing this issue as readily as you might think. Is this a marketing or IT responsibility? Which department in your company is in charge of making sure people get a positive and user friendly experience when they access your website from their mobile phone? An interesting question...

So, what are most crucial of the mobile web usability issues? There are lots potentially, and obviously some phones are better than others at displaying web content. WC3 cite the main issues as stemming from:

- the types of content involved
- the capabilities of the devices and access networks used (e.g., a small-screen mobile device vs. a desktop PC)
- the context in which the content is received by the user (e.g., sitting at a desk vs. sitting on a bus).

Despite the device technology improving and offering a better experience for users, it is important that marketers don’t assume the phone companies will adapt to their websites. The time when mobiles will perfectly reflect the PC experience of the web across all handsets is a long way off. In the meantime you could be losing sales because of the poor mobile user’s experience of your website. So, here is an overview of things you should be addressing to make your website more mobile friendly.

1. Create concise content with sub headers
Make your content as easy to read as possible for mobile users. Shorten the copy to contain only the essential information, and make it possible to scan read by including sub headers that summarise the paragraph below.

2. Don’t open new windows with links
Make all links open new pages within the same window, as on mobiles only one page can be displayed at a time.

3. Consider your navigation carefully
What works on a PC doesn’t necessarily work on a mobile, so simplify navigation and include mobiles when you test.

4. Don’t make conversion JavaScript or cookie dependant
Most mobile phones don’t support JavaScript or cookies so consider rethinking key elements of your site if they use these to convert visitors. Can the same thing be achieved by logging in?

5. Make all pages accessible via mobiles
Although this is changing, often certain pages can’t be viewed via mobiles. E.g. Flash pages, video content. A compromise may be relevant here, or at least a message to convey the problem and a redirection to a page where they can get similar information.

6. Avoid large file size
Most mobile phones have slower service than PCs so keep that in mind when designing your website if lots of visitors will be looking on their phones.

7. Bring key contact information to the fore
Often people browsing on mobiles may be looking for contact information such as telephone number, address, how to find you and so on, so make this information easily available on all pages.

8. Make forms as short as possible
Text input is not always easy when visiting websites on your mobile, so shorten forms to only what is absolutely necessary.

Notice anything about this list? Yep, they are all basic things that, strictly speaking, you should consider when designing a website anyway. In a nutshell you will be better off if you: make content concise; always assume the lowest level of technology on the user's behalf; make key info accessible; keep navigation simple.

Of course, making sure your customers can access your website via their phones isn’t a quick job as it may sound here, it is a long and worthwhile investment of time and effort - and budget. As mobile web users skyrocket, this is one project that just may be worth considering for 2010 if you want to increase conversions via the web. In the meantime, these considerations will certainly get you going in the right direction.