B2B Website Usability for Converting Users into Leads and Customers
B2B sites have a challenging job: They need to support business customers through long, complex buying processes, they need to generate leads for the sales team, and they need to be a resource for existing customers after purchase. Ensure that your business-to-business website stands out among the competitors. Know what customers need when trying to complete tasks, such as comparing products, sharing options with colleagues, building a shortlist, and signing up for information.
Featuring complex products and services, catering to a diverse audience, and accommodating long buying cycles does not mean your website must be difficult to use.
This419-pagereport presents188 user-experience design guidelinesbased on our user research. Discussions and301 screenshot illustrationssupplement our findings.
The third edition contains updated research that produced new guidelines and 301 screenshot examples, an expanded mobile and tablet section, and all-new categories and organization.
The information in this report is based on our user studies, including:
Representative business users tested 293 B2B websites. We conducted our research in three countries: the United States, the United Kingdom, and Singapore.