Business-to-Business (B2B) websites must provide the same ease of use as B2C sites. But because of the more complex purchasing process and the specialized depth of knowledge inherent in B2B transactions, the B2C site has three additional challenges:
To survive the initial screening process, your site must excel at the basics:
Business buyers often have to convince their peers and bosses. Support those who support you, by offering a complete "advocacy kit" including:
In business, service is paramount. Your B2B website must build your brand and demonstrate your commitment to customer service by offering:
This content, along with the physical delivery of great service and quality products, will give you a competitive advantage others could only hope for.
What kind of customer experience is your B2B website delivering? How do you know? Are you too close to your website to evaluate it impartially?
One sure way to ensure your B2B website is performing optimally is to commission a rigorous, third-party usability evaluation.
