Business-to-business websites have substantially lower usability than mainstream consumer sites. In a usability test, the B2B sites earned a mere 50% success rate. In contrast, mainstream websites have a success rate of 66%.
According to Jakob Nielsen, the major problems with B2B sites are:
- The fail in supporting customers' decision-making process by preventing them from getting the information they need to research solutions
- They use segmentation that don't match the way customers think of themselves
- They require customers to register to get information, which they are very reluctant to do
- They lack pricing information (the users in the study prioritized prices as the most critical type of information)
Most of the test participants said that when they were thinking of doing business with a company, one of their first actions was to check out its website. By being user-hostile, the B2B sites turn away customers without ever knowing how many sales they've lost.
- B2B Usability
- May 30, 2019
See also: Research (130) Persuasive design (23)