Jan 12, 2016

Incorporating User Experience into your B2B Web Design

things-to-consider-when-designing-a-b2b-website-to-optimize_for_conversions.jpgSimply having an online presence is no longer enough for B2B sellers. You have to create a compelling online brand that incorporates user experience design and intuitive sales tactics. Without these key elements, your website is likely to lose sales and discourage potential buyers from doing business with your company. Avoid these common mistakes by considering these four principles of modern B2B web design.

User Experience

For many years, the aesthetic of a site was all that seemed to matter. However, your site’s appearance is only a small part of your user’s experience. For instance, how easy is it for your customers to navigate through the checkout process? Are your buttons clear and easy to click? How’s the load speed and the image resolution? Each of these distinct concerns factors into a user’s experience of your site, and each is vital to the success of your brand. After all, a confusing layout or an unclear purchasing process can cause online customers to turn to other companies for their needs.


You or your web designer may see a certain user experience design as logical and intuitive to online behavior. However, with hundreds or thousands of unique users visiting your site, you should look into ways of verifying that your design is ideal for your business model. A/B testing and usability studies conducted by industry experts can narrow down the right navigation elements for your market and determine which of your designs has the highest conversion rate. This will help ensure you’re on the right track to increase online conversions.


As a B2B seller, you may be selling to large corporations or small businesses with highly specific needs. You have the power to customize their online experience, from a personalized landing page to unique product suggestions based on their purchase history. Offering a customized online experience not only boosts conversions, it also improves your customers trust in your brand. They’ll have confidence in your ability to provide the products they need, and in your personal care for them as a customer.


B2B buyers are beginning to resemble traditional consumers in many ways, particularly in their use of mobile devices. Many business customers shop from their company smartphones or tablets, and as a result, it’s necessary to incorporate mobile development into your user experience design. If they’re able to conveniently make purchases from the comfort of their smartphone, they’ll be more likely to shop with your company as opposed to your competitors.

Designing for the B2B sector is complex, but if you take these four factors into consideration you’ll see increased conversions and satisfaction among your customers. Take your conversion rates and your customers’ online experience into consideration at the beginning of your design or redesign process for guaranteed success in your development of a strong B2B brand.

Learn how to create a compelling online brand that incorporates user experience design and intuitive sales tactics with this free download.

Looking for something specific? Check out our blogs on these topics:


Marketing Technique

Ready to talk with the experts in B2B marketing?
Request a free proposal.