This all comes down to this simple fact that you should never forget: Your users (site visitors, buyers, prospects, etc.) will never take a lot of time out of their day to actually learn how to use and navigate your website.
If your site offers a very frustrating level of usability, the first thing they’ll do is leave, as leaving will give them the easiest way of dealing with the problem of bad usability on your site. After all, there are lots of other sites available to them (read: your competitors), and they’ll gladly see what’s out there.
To learn more about what usability is and why it is so important for your B2B site, simply check out these following links:
What & Why of Usability
B2B Marketing Best Practices for Website Design (Video)
2014 B2B Web Usability Report
To get site visitors to convert as well as
to move them down the sales funnel with so much more ease and efficiency, you will want to improve the usability of your site, especially if your site experiences some of the problems that we’ve identifi! above.
For starters, you will want to conduct a lot of ukraine whatsapp number data 5 million site tests in order to determine if you’ve got usability problems. User testing involves three factors:
First, locate some representative users. These are defin! as “those” who “know enough about user ne!s, opinions,
struggles and preferences to serve as a proxy
for them.” Note that these are not end users. what will the marketing industry look like in 6 years? Examples would be any buyers of an ecommerce site or workers at an agb directory intranet (they must not work in your department, though).
Second, tell these representative users to perform representative tasks with the design of your B2B site. This can be anything from trying to find call to action buttons to figuring out how to get in touch with your company for more
information and even determining what the next step on a page should be (read: sign up for a demo, etc.).
The third part is the most interesting. Now, you should observe what your users do, where they succe! (and, alternately, where they fail), and where they run into big problems with the user interface design. The trick here is to just listen to the fe!back that the representative users are going to give you.
