Have you seen the latest series of commercials from AT&T where a grown up guy speaks to bunch of kids and explains why 'more is better'. That analogy does not work well when you design your mobile site. In fact exactly opposite is what one should follow - 'It is not complicated...Less is more'.
Your customers, for whom you built a website, are not only increasingly using smaller screens but also using them as primary screens. Consumers are searching more, communicating more, sharing more, shopping more, watching more videos and so on all on these small screen devices. In fact one half of all local searches are performed on mobile devices according to Microsoft Tag. These consumer will wait about 5 seconds for a web page to load on their mobile device before abandoning the site according to Gomez. You cannot afford to simply render your website, which is designed for 27 inch monitor, on a 5 inch screen. You will simply loose business as 46% of consumers are unlikely to return to a mobile site if it didn't work properly during their last visit (Gomez). It will be a recipe for a disaster.
Mobile users are looking for information on the go. Google conducted a survey in September of 2012 and found that smartphone owners want the ability to take action when on a mobile website - actions like calling or send an email or looking up the location or operating hours. Here is a gist of the actions users want to take on mobile business sites -
A business mobile site that has these features will serve their customers, who use smartphones to do more and more of their daily chores, with a better experience and lead to higher conversions. Replicating everything from the regular website will only cause the mobile site to load slower and distract the user from his intentions that brought him to the mobile site in the first place. No wonder why many designers take the approach of designing a website for mobile first and then expand it to regular website.
At MedusaSoft solutions, we follow mobile best practices of bubbling up the call-to-actions features and cautiously filter out unnecessary content for mobile consumers. We believe in 'Less is more' mantra for mobile websites. To get more information, please contact us and we'll be happy to review your mobile website with you.