HA HA HA HA HA HA I have found out why my iPhone iCloud backup was larger than 5GB but there was no way to reduce its size!
Turns out... if you bookmark a web app to your Home Screen then its data is included in your iCloud backup. This is very good! Nice one Apple.
But it doesn't show up in the "Backup Details" list of apps in your iCloud Backup settings, so you don't know where the space is gone. This is not as good. I shall file a bug.

