The “Amazon-ation” of B2B online marketing is in full swing, and the first place buyers go to research products and services is online before they choose a company or product. As a result, in today’s B2B world, there are no longer choices when it comes to websites, according to new research from tech maintenance firm Goodway Technologies.
The complexity of website design and the user experience has changed drastically over the years. You now need a mobile—and, preferably, responsive—website; you need relevant, timely and engaging content, and; if you sell products online, you need an easy-to-use buying experience.
“We have seen a massive increase in the number of prospective customers doing their research using a mobile device,” said Tim Robb, vice president of marketing and strategic business development for Goodway, who created his first website almost twenty years ago, in a news release. “Our goal is to make it easier for them to find the information they need, whether product-related or informative content.”
The firm offers four ways any business can improve their website or online marketplace to provide a smooth and seamless online buying experience:
Be mobile friendly
Mobile e-commerce is on the rise and has no plans of stopping soon. Making sure your website is responsive on mobile devices should seem like a no-brainer, but it is worth stating. If your site is not easy and seamless to use on mobile, your customers will quickly find another that is.
Planning a site map can be stressful and require a couple of revisions to get it right. Put yourself in your customer’s shoes: What do you think they will want to click on first? What it the easiest way to get them from the product catalog to their shopping cart? Your website and the online marketplace should be easy to navigate for all users.
Don’t make them click around
Web users today, especially in the facility management sector, don’t have time to click all over your site. Instead, put the information they are looking for in front of them right away, such as product details, specs, and comparison charts.
The needs of your customers are always changing. Make sure they have a great experience on your site or in your marketplace by continually updating and improving your site. It is important to survey your users and frequent customers to learn what pain points might be apparent and how you can adjust them to make the user experience better.
Implementing these tips on any website are possible without needing to redesign or rewrite it completely. However, a site that isn’t up to date is almost as bad as not having one. Keeping your site accurate and providing new content is the best way to ensure satisfied, and returning, customers.