What B2B Websites Can Learn From Their B2C Counterparts
Sep09

What B2B Websites Can Learn From Their B2C Counterparts

Many B2B websites are stuck in the past, functioning an online brochure rather than a member of the business development team—engaging prospects throughout the sales cycle. Though the sales cycles differ, B2B sites can learn from B2C. While B2B buyers have a different purpose than B2C consumers, they both still want a great user experience when they visit a company’s website. The fact is, many B2B websites need to make some B2C-inspired changes to keep up with their savvy buyers and prospects. So here are some ways that B2B companies can learn from B2C websites about user experience. B2C Purchase = B2B Lead Generation The main purpose of a B2C website is to lead a prospect to purchase during that site visit; however, the goal for a B2B website is to generate leads. The problem lies in the fact that many B2B companies don’t know where to begin or how to capitalize on the power their website could have with an online marketing program. A B2B study done by Nielsen Norman Group found that many B2B sites have poor usability because the website is less directly accountable for sales. B2C sites know exactly how much money they lose when a customer doesn’t convert, but this is not the case for B2B. However, B2B companies need to realize that buyers do extensive research before contacting a company and starting a conversation with the sales team. If a website fails to show credibility for the company, then the prospective buyer will leave […]

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