How to improve user experience (ux) in the b2b sector
Posted: Tue Dec 03, 2024 6:10 am
Only 14% of B2B companies take user experience (UX ) into account to carry out their strategies and increase their sales.
According to Forrester , by 2021, B2B e-commerce will account for 13.1% of all B2B sales in the United States , growing steadily from 11% in 2017.
According to McKinsey , B2B user experience ratings are much lower than in the B2C sector . We found that B2B companies average 50% and B2C companies are between 65% and 85%. These figures show that the majority of B2B audiences are dissatisfied with the online interactions they have with companies in this sector.
User experience or (UX) is a very important factor for websites, to streamline and guarantee purchasing processes . Throughout this post, we are going to see how to office 365 email list improve user experience within the B2B sector.
What is user experience (UX)?
We understand user experience (UX) to be the entire process that the user goes through when interacting with a product or service . In other words, it is all the perceptions that the user has about a product or service; easy to use, easy to acquire, aesthetically pleasing, not very useful… that is, any positive or negative attribute about the product or service.
When the user experience is positive, it denotes a series of benefits for your company , such as increased sales, better positioning in the consumer's mind, more visibility and more recommendations from users.
Nowadays , emotional aspects play a fundamental role in the user experience . Emotional marketing is booming. People are moved by feelings. This is why it is important to reach the hearts of users by providing them with a positive experience.
How to improve user experience (UX) in the B2B sector
Website with UX design
Website design for the B2B sector is essential to help improve the user experience . In this case, personalization will be the key. Knowing your Buyer Persona will be crucial so that your website design focuses exclusively on them, thus ensuring a good user experience.
In this link you will find the bases for the design of a perfect website.
Understandable interface
Your interface should be clear and understandable. You don't need to show everything everywhere, but everything should have its place on your website.
For example, menus may vary depending on the page the user is on, as well as the type of information or the prominent banners that appear on it. Provide the right, necessary and essential information.
Site menu
The navigation menu must be visible on all pages to make it easier for the user to move freely around the website in a comfortable manner . As we have mentioned in the previous section, this may vary depending on the page the user is on.
Another aspect to keep in mind for your website to be well optimized is that it would be convenient for you to add the main keywords of your site to the menu, in this way you help positioning. In addition to helping the user to quickly and clearly identify what they are looking for.
Loading speed
A website that takes more than 2-3 seconds to load can cause a bounce rate of 80% . Waiting time is something that users don't like, they want speed and immediacy. For this reason, it is important to take into account the weight of the images, eliminate those files that are not necessary, have only essential plugins installed, etc., this will ensure a much faster loading speed.
Seeker
There are very large websites, which sometimes makes it difficult to display all the content at a glance, since otherwise it will affect the user experience. One of the ways to solve this problem is by adding an internal search engine that makes it easier to quickly and easily find what you are interested in .
Blog
Content is one of the most important aspects nowadays, since it helps in the SEO positioning of a website. But not only this, blogs also help to provide added value to the user and improve their experience.
For example, use the blog to give advice, answer frequently asked questions or queries that users may have . In this way, you will help them to better understand your product or service, but also to present your values to them and make them feel identified with them.
Start putting these tips into practice and you will see your sales increase.
According to Forrester , by 2021, B2B e-commerce will account for 13.1% of all B2B sales in the United States , growing steadily from 11% in 2017.
According to McKinsey , B2B user experience ratings are much lower than in the B2C sector . We found that B2B companies average 50% and B2C companies are between 65% and 85%. These figures show that the majority of B2B audiences are dissatisfied with the online interactions they have with companies in this sector.
User experience or (UX) is a very important factor for websites, to streamline and guarantee purchasing processes . Throughout this post, we are going to see how to office 365 email list improve user experience within the B2B sector.
What is user experience (UX)?
We understand user experience (UX) to be the entire process that the user goes through when interacting with a product or service . In other words, it is all the perceptions that the user has about a product or service; easy to use, easy to acquire, aesthetically pleasing, not very useful… that is, any positive or negative attribute about the product or service.
When the user experience is positive, it denotes a series of benefits for your company , such as increased sales, better positioning in the consumer's mind, more visibility and more recommendations from users.
Nowadays , emotional aspects play a fundamental role in the user experience . Emotional marketing is booming. People are moved by feelings. This is why it is important to reach the hearts of users by providing them with a positive experience.
How to improve user experience (UX) in the B2B sector
Website with UX design
Website design for the B2B sector is essential to help improve the user experience . In this case, personalization will be the key. Knowing your Buyer Persona will be crucial so that your website design focuses exclusively on them, thus ensuring a good user experience.
In this link you will find the bases for the design of a perfect website.
Understandable interface
Your interface should be clear and understandable. You don't need to show everything everywhere, but everything should have its place on your website.
For example, menus may vary depending on the page the user is on, as well as the type of information or the prominent banners that appear on it. Provide the right, necessary and essential information.
Site menu
The navigation menu must be visible on all pages to make it easier for the user to move freely around the website in a comfortable manner . As we have mentioned in the previous section, this may vary depending on the page the user is on.
Another aspect to keep in mind for your website to be well optimized is that it would be convenient for you to add the main keywords of your site to the menu, in this way you help positioning. In addition to helping the user to quickly and clearly identify what they are looking for.
Loading speed
A website that takes more than 2-3 seconds to load can cause a bounce rate of 80% . Waiting time is something that users don't like, they want speed and immediacy. For this reason, it is important to take into account the weight of the images, eliminate those files that are not necessary, have only essential plugins installed, etc., this will ensure a much faster loading speed.
Seeker
There are very large websites, which sometimes makes it difficult to display all the content at a glance, since otherwise it will affect the user experience. One of the ways to solve this problem is by adding an internal search engine that makes it easier to quickly and easily find what you are interested in .
Blog
Content is one of the most important aspects nowadays, since it helps in the SEO positioning of a website. But not only this, blogs also help to provide added value to the user and improve their experience.
For example, use the blog to give advice, answer frequently asked questions or queries that users may have . In this way, you will help them to better understand your product or service, but also to present your values to them and make them feel identified with them.
Start putting these tips into practice and you will see your sales increase.