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.

Topics covered

• 了解商业客户的想法：了解是什么促使他们在网站上做生意
• Optimize content to support each stage in a long, considered buying process
• Support collaborative purchasing processes and help your customers justify purchases to leadership
• 创建更好的B2B移动、平板电脑和响应性网站
• Designing for diverse audiences
  • Personas: Putting faces to your business customers, special sectors
  • Understand how people’s experiences on general websites affect their expectations on B2B websites
  • Understand the needs of “users” and “choosers”, and how to speak to both key audiences.
• Checklist of 181 UX guidelines to convert more business leads into customers
  • 展示你如何解决潜在客户的问题
  • Making product and service pages compelling
  • Building comparison charts that win customers
  • Including the right technical specifications
  • 建立一个更好的About Us页码
  • Creating lead-generation forms that encourage conversions
  • 显示复杂的定价方案
  • 使用内容策略展示专业技能并吸引潜在客户
  • Best practices for images, multimedia, and videos
  • Contact: phone, chat, forms, and information on contact page
  • B2B购物车和结帐
  • 注册和在线账户管理
  • Proof of business benefits: Case studies, white papers, and technical documents
  • Strong calls to action
  • Supporting and maintaining customers after the sale
  • Partner-specific custom websites
  • The online impact of offline marketing dollars
  • Considerations for international customers

第三版有什么新内容？

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.

研究方法

The information in this report is based on our user studies, including:

• Usability testing sessions (one-on-one)
• Focus-group sessions
• Site visits
• 纵向日记研究
• 启发式设计评审

Representative business users tested 293 B2B websites. We conducted our research in three countries: the United States, the United Kingdom, and Singapore.