Blog Post

B2B User-Experience Design: How To Make Your Site Easy To Use

  • By Mark Baker
  • 07 Sep, 2015

In the B2B business world, user-experience design that focuses on simplicity and entertainment value isn’t always a priority. This is especially true for those who sell industrial products. In fact, you probably think it’s a major challenge to create a website that makes those items appealing in the first place. You might even think that you need to load your website with information so your buyers know every detail of how your product works.

While it's true that you need to provide information about your products, you don't want to bombard them with overly complex data. Even if you understand your demographic's frame of mind, it's best not to over-complicate information with an assumption that everyone will understand it.

The same goes for the layout of your site. Far too many companies think that people prefer complex website designs. In truth, you're better off simplifying everything while still making it meaningful to those who want substance. Strike a balance in design that caters both to those who come to your site and understand complex industry terminology, and to those who need more guidance.

MAKE PRODUCT SPECS EASY TO UNDERSTAND

You already know that many of your products have specifications that require some lengthy technical explanations. Some businesses buying from you need this information and understand it, but you can't assume that everyone understands those terms without needing to ask questions.

As much as possible, present product information on your website in layman's terms. In fact, all language on your website should be easy to understand, but not written so simplistically that it insults your reader’s intelligence.

Write in a way that shows your expertise and your knowledge of the industry. This works even better in an infographic, where you can provide stats about your industry in an entertaining way that incorporates imagery that everyone can understand.

MAKE IT EASY TO NAVIGATE

There is one important rule to clear and streamlined navigation: let the users know where they are and how they can get from one place to another quickly.

Explicitly mark each page so that visitors are never confused about how they ended up somewhere. Your menus should also be simple, with each section highlighted when the user is on a specific page.

Make sure you show progress bars when a user downloads an e-book or buys something directly through your website. B2B buyers want to make transactions without guesswork or errors.

ELIMINATE ANY FORCED CONTENT

Among the major faux pas of forced content are auto-playing videos, intrusive pop-up ads, or anything that takes away the user’s control. Eliminate these from your design so your prospective buyers have complete control over what they read and see.

While auto-playing videos are a definite don’t, you can still utilize video the right way. It can be an excellent way to give visual information about your product. Nevertheless, those videos should never play automatically, or a viewer may feel that your video is an intrusion bordering on spam.

The bottom line is that you must lead visitors to the points on your website that you want them to see. By keeping things simple, you provide a sense of control for them, allowing them to make up their own minds about you.


Mark Baker

Mark Baker is a natural artist. Since starting his first business hand painting graphics onto vehicles in high school, Mark gained experience in the entertainment, sports, and retail industries before founding this company in 1993. Honest and pragmatic, Mark knows that anything can be accomplished with a great communication plan and creative thinking. 

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