Musings on Business and Tech

The 5 Worst Practices of the Mobile Web

My friend Michael McWatters tweeted his frustration today that there is no way change your Twitter password on their mobile site. I’ve butted up against this issue in the past, and the fact that you can’t even switch between the mobile and full site on their is immensely annoying (in fact, there isn’t even a footer on the site!).

With smartphone penetration growing ever higher, it’s increasingly important for companies not just to build mobile sites, but to build them well. Mobile sites can no longer play second fiddle to their desktop brethren. Over the past few months I’ve become increasingly sensitive to, and bugged by, the degree to which so many mobile sites are so badly implemented. With that in mind, here are my 5 “worst” practices of the mobile web.

  1. Don’t give users the choice of using the full site – not letting users choose to use the full site on their mobile device is presumptuous at best, and crippling at worst. Just because the screen is small doesn’t mean you don’t want to be able to access all of a site’s features in a pinch. On the iPhone anyway, browsing a full website is often very tolerable and should at least be an option for users. This is related to #2, which is…
  2. Don’t cripple your mobile site – while it may be true than on a dumb phone you likely do not need or want to access all of a site’s features on the go, on a smartphone you often do. A mobile site no longer needs to be a list of the 10 most visited pages on a site. Let’s start building mobile sites that allow access to some more advanced features like changing your password.
  3. Show an interstitial ad for your mobile app – have you ever clicked on a link on your phone only to be brought to an interstitial ad for a site’s mobile app, instead of the article you were trying to read? And of those times, how many times have you gone immediately to download the app instead of just closing out the ad and trying to read the article you were interested in?
  4. Don’t redirect from your mobile domain to the full site on a desktop browser – many sites with mobile domains will redirect you to it using browser detection. But many of those do not do the reverse redirect (i.e., visiting the mobile site on a desktop browser doesn’t redirect back to the full version). Being forced to view a mobile site on a desktop browser is torture.
  5. Redirect to your mobile domain, but not the specific page – all this redirecting has its place, but it’s so easy to get it wrong. On many occasions I have clicked on a link on my phone, gotten redirected to a mobile domain, and instead of it going to the article I was trying to read, I get placed on the homepage of the mobile site. So frustrating!

The mobile web is certainly in its infancy, but that’s no excuse for giving users such broken experiences. It’s 2011 and it’s imperative now that mobile sites are just as beautiful, simple, and elegant as the devices used to navigate them. If you have to choose between offering a mobile site that suffers from any of the worst practices listed above, and having no mobile site at all, choose the latter.