We explore the phase diagram of spin-orbit Mott insulators on a honeycomb lattice, within the Kitaev-Heisenberg model extended to its full parameter space. Zigzag-type magnetic order is found to occupy a large part of the phase diagram of the model, and its physical origin is explained as due to interorbital t2g − eg hopping. Magnetic susceptibility and spin wave spectra are calculated and compared to the experimental data, obtaining thereby the spin coupling constants in Na2IrO3 and Li2IrO3.