| There have been many discussions and training | | | | the sites that were helpful for future reference. For |
| programs on the Internet about website design | | | | this reason, your website should have readily |
| conversion techniques, however, almost all of these | | | | accessible information on your products and services |
| refer to the B2C (Business-to-Consumer) business | | | | with simple, user-friendly menu structures to assist |
| websites. Very few, if any at all, focus on the B2B | | | | the user in finding the right information easily and |
| (business-to-business) and/or professional services | | | | effectively. |
| business. Due to the fact that the B2B and | | | | B2B websites must also provide a much wider range |
| professional services websites' goals are substantially | | | | of information than what's common in B2C. A B2B |
| more complex than those on a typical B2C website, | | | | website has to offer simple facts that are easily |
| the impact and cost to the company resulting from | | | | understood by an early prospect who is just looking |
| each design mistake becomes less apparent | | | | around to see what is available. It must also offer |
| compared to those on a B2C website. | | | | in-depth white papers and information to help |
| In a classic B2C e-commerce website, every single | | | | prospects determine whether your products or |
| design decision directly and measurably affects the | | | | services can offer the right solutions to their |
| website's conversion rate and other metrics. This | | | | company's problems. |
| means that B2C website owners can see, from their | | | | One mistake that many B2B website owners make is |
| own statistics software, how much money they lose | | | | hiding important information behind registration |
| every time they get their website usability wrong. | | | | barriers. In today's world of mass spam, junk mail, |
| However, for the B2B and professional services | | | | and unwanted telemarketers, users are often |
| industry, their websites do not usually close sales | | | | reluctant to give away their contact details unless |
| online, and hence, they can turn away the vast | | | | you can convince them that you have the right |
| majority of users without ever knowing how many | | | | solution to their company's problems. Hence, hiding |
| sales they've lost as a result. | | | | information behind registration barriers are usually not |
| You see, many B2B and professional services | | | | a good idea. It is still strongly recommended that you |
| companies don't even consider themselves as | | | | try to acquire their contact details as part of the lead |
| engaged in e-commerce because they mistakingly | | | | generation process, but you should reveal enough |
| assume that any website without a shopping cart is a | | | | information to gain their trust before requesting |
| non e-commerce website. The reality is, typical B2B | | | | these details. Anything less will just cause them to |
| products or services cannot be purchased through a | | | | browse to a competitor's site. |
| simple "Add to cart" button because they are usually | | | | In conclusion, B2B purchases are often big-ticket |
| custom-tailored for the client and/or the prices may | | | | items or service contracts. The sites' products and |
| vary depending on the customer. Thus, the lack of | | | | services are often extremely specialised, with |
| an "Add to cart" button does not mean that B2B and | | | | complex specifications. Decisions made on B2B sites |
| professional services providers should ignore their | | | | can usually have long-term implications. Customers |
| website usability. The site should still support the | | | | aren't just making a one-time purchase, they're often |
| many other stages of the buying process, including | | | | buying into a long-term relationship that includes |
| the post-sales stages, which are crucial to customers' | | | | support, follow-up, and future enhancements and |
| long-term brand loyalty. In reality, the more complex | | | | add-ons. For these important reasons, you should pay |
| the scenario, the higher the need for supportive user | | | | more attention on your B2B website usability to |
| interfaces. | | | | support the user in their early researching stages if |
| The main goal of a B2B and/or a professional | | | | you want to generate long-term business sales. |
| services website should be to generate leads; not to | | | | In the future articles, I will show you some |
| create sales. Not all users who visit your site are | | | | conversion techniques that you can use right away |
| ready to buy from you instantly, and you shouldn't | | | | to generate more leads through your business |
| assume so. In fact, many prospects use websites | | | | website. Until then, have a great day and best wishes |
| during their initial research stages and only stick with | | | | for you, your family and your business in 2008. |