According to Marsico, less is more in many cases, and marketers should avoid crowding out key content with too many promotions and marketing materials.

Schade said, “You have to think about the relative value of every design element onscreen. If you add one thing, you're probably leaving something off or making people scroll a long way to find it.”

Marsico said b-to-b companies building mobile sites must also employ responsive Web design, designing a website that automatically adjusts to different platforms, screen sizes and orientations. These sites include proportion-based grids and images, and cascading style sheets.

Both Schade and Marsico said Web developers need to ensure that touch targets are big enough for a user to easily tap, and are spaced far enough apart to avoid misclicks. Schade recommended all touch targets be at least one centimeter square in size. Marsico suggested companies test different wire frames of their sites on users before they start programming so users don't suffer from “fat fingers syndrome.”

Other considerations include choosing a font size big enough to read for easy site browsing with one hand, and providing a link for users who prefer the desktop site, even on mobile phones.