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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