企业对企业(B2B)网站与企业对消费者(B2C)电子商务网站有很大的共同之处:他们需要establish a clear information architecture, 包括引人注目的内容, 提供details about products and services that users care about, and have simple, understandable交互设计。In essence, nearly all of the standard user-experience principles that have been discovered for B2C apply to B2B as well. When testing B2B sites, we often hear business customers lament the usability gap between B2B sites and the better-designed consumer sites they use after hours.

然而,the B2B audience often has needs that are very different from those of consumers. As a result, B2B purchases have longer decision-making phases, often significantly higher price tags, and less of a need to market based on raw product desirability.

Our research with B2B sites across a broad range of verticals has identified 5 major differences in the user-experience requirements for B2B sites and B2C sites.

Difference 1: Content Must Support Long Purchase Decisions

B2B购买很少冲动;最常见的是,它们是长期复杂的决策过程的结果,因为它们涉及相对高的价格,预计将持续一段时间。它们通常涉及多个人,跨企业层次结构和功能作业角色。通常,客户将开始在决定最终确定之前的购买周,几个月甚至几年。此外,客户将与他们的团队中的多人分享选项,用于研究,理由和批准目的。

This purchase process frequently begins with one customer researching a problem faced by her company and ways to solve it. Initially, the customer may have little awareness of market segment, industry, or products, and may simply look for一个解法对这个特殊问题。一旦用户获得了初始理解水平,她将更仔细地开始研究竞争对手以寻找best solution.

To support B2B customers at all stages of the purchase process, you need to:

  1. Provide content such as articles, blog posts, webinars, technical white papers, buying guides, or case studies that help early-stage researchers understand the types of problems you solve, how typical solutions work, and how your products or services are a key part of those solutions.
  2. Ensure that your content provides criteria for why you have solved a particular problem出色地, so that your site visitors use those criteria as a rubric for evaluating your competitors. This type of content also helps to showcase your expertise. (Since the time of Julius Caesar, military commanders have known the advantage of choosing the battleground to suit their own army’s strengths. You should do the same. Inpersuasive design, this concept is calledframing。)
  3. Acknowledge your competitor's products, and show how your solutions are better, through comparison tables (or additional text content).
  4. 提供使您的客户与您的购物车的内容,产品和购物车的内容与其团队的其他成员一起分享您的购物车,以进行审查,讨论和批准。
章程学案例研究
Quadgraphics.com uses case studies to showcase how its expertise and products solve specific, familiar business challenges. The site structures the content into Challenge, Solution, and Results, paying attention to the details most important for their users. The bulleted format used for case studies makes this content a useful rubric for customers to check against their competitors.

Difference 2: Integration, Compatibility, and Regulatory Information Needs to Be Clear

Many typical B2B purchases are not standalone products, but are purchased as part of a larger system that requires careful consideration of compatibility. While some B2C products (especially software or computer hardware) also have specific system requirements, compatibility is a much more prevalent consideration for B2B, as B2B customers need to ensure that new products, software, and services will fit into the existing systems and workflows used in their company. Not being able to find compatibility and integration details on a website is a major pain point for B2B customers.

Here is a small sample of the types of B2B purchases that need full compatibility or integration information:

  • Software
  • Printers, scanners, networking equipment, and other computer hardware and devices
  • Manufacturing hardware, including robotics and controller systems
  • HVAC系统,HEPA过滤器和洁净室用品
  • Engineering test equipment and automated tools
  • Projectors, video walls, sound systems, speakerphones, and other visualization, presentation, and conference-room equipment
  • Chemical/biotech-storage equipment, lab equipment, and test equipment
  • 安全系统
  • 装载码头设备,如自动门控件
  • Retail and point-of-sale terminals and kiosks

When providing compatibility information, be sure to include:

  • Product integrations:命名您与之集成的标准产品。
  • Versions: Indicate the versions of those products that you integrate with (for example, if your app requires a specific edition of Salesforce, clearly specify this).
  • Feature parity: Explicitly name the companion platform or software with which your product works best. For instance, if your product is available on both iOS and Android, but the iOS version has additional features, make that clear. Sometimes, your customers decide not only on your product, but also on other companion products at the same time, so make it clear if you have a preferred partner.
  • Technical support and integration help: Tell your users what types of support you provide during integration or transition to a new system. Such support can be a major value add, and can build confidence that you will continue to support customers long after the purchase is completed.
  • Standards: If you use industry standards for data exchange or physical connections, indicate the specific standard you comply with, and link to detailed information on that standard. (The link should point to the organization responsible for that standard, like IEEE, ISO, or ANSI.)
  • Physical connections for hardware: Provide clear engineering drawings of any hardware connections, including dimensions, requirements, or proximity of other connections (such as how close ports on a server are). Specify any third-part products or typical modifications that users must make to your product to connect with other standard items. Include temperature requirements, space required for effective heat radiation, power requirements, or other environmental details, as they can have implications for installation choices in machine rooms, server closets, and such.
  • Cloud-based integration and API-support information for software

Also remember that many industries also have strict regulations or other standards that they must adhere to. Examples include environmental requirements (e.g., RoHS), health- or financial-privacy requirements (e.g., HIPPA), import/export requirements (e.g., EAR/ECCN), or even quality-control standards (e.g., ISO 9001). For these customers, their choice of products or services will be affected by their need to comply with these standards, so provide detailed compliance information.

Amazon Web Services ISO 9001 certification
网站提供了一个comprehensiv Amazon的Web服务e page indicating its services’ compliance with ISO 9001 standards, details on the standard itself, the circumstances in which that standard matters, and how its services were certified.

Difference 3: Content Should Speak to both "Choosers" and "Users"

B2B complex purchasing processes commonly involve multiple people, often at different levels of the company hierarchy. While an engineering lead may initiate the purchase of new oscilloscopes, a midlevel manager may need to approve it, an executive may have to confirm that approval, and a procurement-team member may actually purchase it. Many B2B sites go wrong by tailoring their content to decision makers, who may never actually use a product or service, and might only refer to the website as part of a final review (rather than initial research).

Our studies revealedthat there was typically a lot of dialogue and discussion between decision makers (known as "choosers") and key staff that actually use the products ("users") during the purchase process. Frequently, a potential “user” would become the main researcher, and would later present options to decision makers. Once this "user" decided on a favorite product, he often became a proxy or surrogate for that product, seeking向他的老板证明它的方法(the "chooser").

Your content must speak to both users and choosers. "Users" are often concerned with specifications and details, with the experience of using a product, and with the available support options after purchase. They also are interested in ways to justify it to their supervisors. Focus your content on answering questions about the user experience, and provide an “advocacy kit” (like brochures and PowerPoint templates) to help end users be your champions during the purchasing process.

For service-based businesses, the end users will want to read the bio pages of those team members they might interact with; your team pages should include not only executives and leadership, but also actual account reps (and others) with whom your customers will work during the engagement.

"Choosers" are typically concerned with cost, reliability, integration efforts, support contracts, and evidence that the purchase is going to provide the best possible return on their investment. ROI information, details on typical product lifespan, and information on competitive advantages speak effectively to decision makers.

Difference 4: Complex Pricing Requires Realistic Scenarios

Most B2C products have straightforward prices that stay the same from one customer to the next, (unless there are major sales occurring or promotion codes are offered). With B2B, things aren't always so simple. The product or service may be heavily customized for each customer's needs, there can be significant quantity discounts, or customers may have relationships with account reps that allow them to negotiate favorable discounts.

因此,对于B2C而言,定价并不像B2B那样简单,并且在某些情况下,展示价格可能非常具有挑战性。然而,B2B客户正如价格意识作为B2C客户;虽然价格可能不是正在考虑的唯一点,但它肯定是一个主要因素。尽可能显示确切的价格。

If showing exact pricing is not possible,展示representative样品定价。常见场景目前,或提供简单的价格计算器。特别是在早期研究中,B2B客户需要一个价格范围,所以他们可以开始获得预算批准;精确定价可以稍后确认。

Chargify pricing chart
Chargify shows a simple pricing chart, with only a few commonplace scenarios corresponding to different organization sizes. For large-enterprises that will require a custom contract, the site gives a ballpark price ("as low as $0.06 per customer"), and has a clear call-to-action button to have a discussion with a sales rep for a formal quote ("Let's Chat“)。

Showing the price can have another positive effect for your business: the price information acts as a filter, and your sales team will have to spend less time following up with leads that cannot afford your products or services. However, they may keep your product in mind as the "next step up" for when they will be able to afford you.

At the other end of the scale, if you’re very cheap but still able to serve enterprise customers, you’ll need to explain why a cheap solution can scale as required.

差异5:与不同的客户细分和企业级别交谈而不疏远受众

B2B companies often need to support customers from different-size businesses, from small mom-and-pop shops to huge, multinational enterprises. This often means that some of the available offerings may not be suitable for all customer segments. In addition, a B2B site has to establish credibility with each audience, indicating how its solutions fit the problems in that industry and scale. For example, a B2B site selling security systems needs to be able to communicate whether those systems are appropriate for securing a small-business storefront during off hours, or a bank branch (and indeed the bank’s entire network of branches). These two customers are both B2B, but have very different needs, so it is critical that the site selling to them is able to help those users find the products and solutions that fit their needs.

A typical approach to this problem is to build the site's information architecture around these customer segments, using terms likeFor Small Business, or对于国民账户。然而,audience-based navigation can cause a myriad of problems如果这些片段并不清楚地标记(或如果there is any overlap between them). For example, a huge enterprise customer might still have a small team with a specialized (and localized) need closely matches that of small-business customer. Whenever using visitor segments in navigation, ensure that they are clearly defined (i.e. define the number of employees for a small business vs. a large business), and that they are mutually exclusive.

Sharp B2B navigation with verticals
Sharp's business site features a navigation based on customer-industry segments. Since several of these verticals overlap to some degree (such as公司的and合法的), Sharp also provides navigation options to find products by type.

另一种选择是包括filters or facets这帮助用户根据其需求找到产品和服务,而不是任意公司规模或市场段。这些机制允许用户识别满足一系列标准的产品,超出了简单的公司尺寸。如果您设计B2B产品页面以与多个段进行交谈,请与展示在使用产品的大型图像进行谨慎;如果这些图像太具体,他们可以疏远其他行业的客户。

Summary

虽然B2B网站与B2C网站有很多共同之处,但B2B受众具有来自消费者受众的不同需求。设计B2B站点时,请确保您支持复杂的购买周期,其中包含在整个决策过程中与您的受众交谈的内容。清楚地确定您的产品如何与其他常见行业解决方案集成,并包括与最终用户和采购决策者交谈的内容。传达您的价格(或现实的示例价格),并帮助用户找到适合其尺寸公司独有的产品的产品。

要了解更多关于为B2B网站设计的信息,请阅读我们的全新3rdedition B2B Website UX Report, complete with 183 design guidelines and 249 screenshots and illustrations of specific designs that worked or failed with the users in our research.