B2B Website Usability

Evidence-Based User Experience Research, Training, and Consulting

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.

Get in the heads of business customers: Understand what motivates them to do business on websites

Optimize content to support each stage in a long, considered buying process

Support collaborative purchasing processes and help your customers justify purchases to leadership

Create better B2B mobile, tablet, and responsive sites

Personas: Putting faces to your business customers, special sectors

Understand how peoples 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

Demonstrating how you solve your prospects problems

Making product and service pages compelling

Building comparison charts that win customers

Including the right technical specifications

Creating lead-generation forms that encourage conversions

Displaying complex pricing scenarios

Using content strategy to showcase expertise and attract prospects

Best practices for images, multimedia, and videos

Contact: phone, chat, forms, and information on contact page

Registration and online account management

Proof of business benefits: Case studies, white papers, and technical documents

Supporting and maintaining customers after the sale

The online impact of offline marketing dollars

Considerations for international customers

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.

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

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

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Strategic Design for Frequently Asked Questions

Celebrating Holidays and Current Events on the Web

Omnichannel Journeys and Customer Experience

The Fundamental Flaw in Flat Design

Menu Design: Checklist of 15 UX Guidelines to Help Users

Flat Design: Its Origins, Its Problems, and Why Flat 2.0 Is Better for Users

The Fold Manifesto: Why the Page Fold Still Matters

Scaling User Interfaces: An Information-Processing Approach to Multi-Device Design

Ecommerce UX: 3 Design Trends to Follow and 3 to Avoid

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Customers who choose a group license are authorized to post the report or video on internal file servers or intranets and make it available to others within the organization. The group license does not grant permission to make the report/video available to people not employed by your organization, the general public, or to post it to a publicly accessible website or file server.Group License Terms