Even though B2B and B2C ecommerce sites have different kinds of users, both types of sites can use similar strategies to simplify purchase flows and increase consumer trust.
Users still expect to see company addresses, phone numbers, and email addresses on ‘Contact Us’ pages. Don’t hide or replace these elements with automated tools such as ‘Contact Us’ forms or chat.
Users expect About Us sections to be clear, authentic, and transparent. They compare corporate content with third-party reviews to form a holistic opinion of a company before initiating business or applying for jobs.
In China, websites must work harder than in other markets to gain users’ trust. Displaying the company’s local presence, past client work, and being available to answer questions via online chat are critical.
International B2B sites should demonstrate regional presence, adapt to local conventions, and ensure that localized sites are consistent with a main site.
B2B sites must help both end users and decision makers. Include price, specifications, compatibility information, and be relevant to all targeted verticals.
B2B sites and other sites with specialized content that target professionals or enthusiasts should use their audiences’ jargon to communicate more precisely and professionally.
Format-based navigation, such as links to Videos, at the top levels of a website’s information architecture lacks sufficient context and information scent for topic-focused users.
Prospective customers want to know the price as their #1 info need on any website — including B2B sites, but these sites often hide or obscure pricing information.
User testing shows that business-to-business websites have substantially lower usability than mainstream consumer sites. If they want to convert more prospects into leads, B2B sites should follow more guidelines and make it easier for prospects to research their offerings.
B2B sites often have overly complex pricing structures or can't show prices at all. To help prospects with early research, list representative cases and their prices.
B2B websites must support a more complex buying process than B2C sites. Three key goals are to make a buyer's shortlist, offer a downloadable advocacy kit, and build a reputation for great service.
Corporations spend millions on PR, and yet the press sections of their websites often fail to meet journalists' most basic information needs. In our recent usability study, journalists found answers to only 68% of their questions across a range of corporate sites.