COVID-19 pandemic has pushed B2B marketers to incorporate accessibility and inclusivity into ecommerce solutions.
For many organisations, their optimal goal is to transform customer experiences into real-time transactions within one site visit. However, that’s a little complicated. Since, B2B sales cycles are stretched over consumer experiences — consisting of multiple interactions across the different media channels and mobile portals.
To remain competitive in today’s digital arena, marketers need to consider the best practices for 2021 that boost organic search traffic and generate qualified leads. First impressions are crucial, don’t let anyone else tell you otherwise. In this post, we’ll discuss the seven “essential” ways to fine-tune your B2B website design that will help you prepare for the lengthy and unprecedented road ahead.
Let’s get started.
1. Less is more
A minimalistic B2B website design is more likely to leave a long-lasting impression on visitors. According to Garner’s Buyer Enablement survey – 75% of people report having an overwhelming purchase experience. Encouraging marketers to personalise future purchase decisions. It’s a rare, yet bold approach that increases readability and reduces load time. Did you know your bounce rate metrics can skyrocket if your website is too difficult to navigate?
Speaking from a millennial POV, today’s consumers have shorter attention spans. In most cases, even shorter patience. Your Business-to-Business brand’s credibility comes down to this question: Is your company creating a responsive user journey? If you answered this with a sly smirk, then you’ve mastered the compelling charm to keep visitors wanting more.
Acme – a Dubai based industrial automation company is an excellent example of the “less is more” theory.
2. Craft quality content
A fact known to many; content remains the king. It’s a practice that promotes engagement and with it the user experience. It can do wonders for your B2B website design prospects. But more importantly, weighty content can increase your visibility in algorithm-based searches.
For the most part, your sites should have informative content that allows the visitors to learn more about what your B2B business must offer. Start by creating high-quality blogs related to your niche. For instance, if your company operates under the IT umbrella, share insights and opinions on the latest Information Technology news.
In a world where every passing second the searches are spammed with diverse information, it’s a moment for content. Including engaging elements on your B2B website design can help accumulate exponential inbound links and organic traffic. This in return will diversify your persona and land your content on top search engine ranking pages.
3. Marketing powered by AI and chatbots
In 2020, 67% of global consumers surveyed said they utilised a chat box system. To deliver customized assistance through AI technologies, B2B marketers need to collect huge amounts of data to approach modern buyers. To fill that gap, AI is being used for marketing or sales initiatives by leading B2B companies. This feature can enable your B2B website design to translate data into fostering business connections, keeping clients happy, and increased consumer engagements.
4. Alluring videos & animations
Interactive videos and animations encourage users to interact with your design. This B2B website design trend is rising in popularity. It’s a simple nod to your brand persona, instead of having to display excessive content, i.e. “About Us” pages. Give your designers creative freedom to liven up your B2B website design.
If you want to be wowed, go check out the agency Dore Partnership.
As a B2B marketer, you need to grasp consumer attention through richer storytelling.
Get your videographer on board to creatively present your humble beginnings with a story of “how we started” to share on your digital channels. The main concern for smaller B2B marketers is videos require high production budgets. Even though there are phenomenal hardware and software tools out there to reduce this curve, it’s not easy to “buy” technical skills.
Embedding animations in your B2B website design not only improves user engagement, but also their understanding. Nowadays, you can create crisp high resolution animations through seamless HTML5 techniques, compression algorithms and SVG graphics. Without compromising the download speed of your B2B website design.
Just like other content outlets, the success of videos and animations is dictated by the strategy behind it.
5. Use Location services
Location bases services track a user’s day-to-day preferences. For example, what restaurant they last visited, who were they with, and what is their go-to store for the perfect pair of jeans.
Mobile application marketplaces are key performance metric, that are allowing businesses to improve communities and global expansion.
A cornerstone for B2B marketers as we are now a society heavily dependent on our smartphones. We are now seeing increased purchases not through our desktops but rather our mobile devices.
However, the technology is not all sunshine and roses, but marketers and B2B website design developers are finding location awareness quintessential for targeted brand experiences.
6. Website personalisation leads to 20% increase in sales
Did you know, 93% of companies report improved website conversion rates due to website personalisation? Put simply, it boosts engagement and satisfaction. This is a “win/win” approach to improve brand experiences with a healthy mix of custom static and conversational content.
Rule of Thumb:
- Referral source: let your visitors view content based on their searches.
- Country: Tailor content with the location of your user in mind. Check IP address to determine the country.
- Preferred language: your website content should be personalized with the viewer’s language setting.
CMS platforms like HubSpot can allow you to easily customize websites. The great thing about using HubSpot is the plethora of access to insights, an excellent tool to personalizing site pages for your all types of visitors. For instance, you could split your pages for your leads versus your customers, so the relevant party can make the most of their online visit.
To achieve personalisation, ecommerce businesses need to research, plan, and tap into data analysis for continuous website improvement.
7. Dark UI versus Light UI
Dark mode b2b web design is an exciting new trend rising in popularity in 2021. They perfectly blend colours and design elements displayed. To be honest, they’re much easier on the eyes than colours with a higher contrast ratio. Even though Dark themes look epic on OLED screens, they might not be appropriate for all interfaces. UI designers should consider: brand fit, culture, and sustainability. And consider giving users the option to swipe between regular and dark mode.
At the end of the day, effective B2B website designs should captivate, inform, and persuade. In the same order.
With the ebb and flow of web design, hire an expert marketing team to keep you ahead of the competition. Of course, this also means adapting to the latest B2B ecommerce solutions.
What are you waiting for? Use the seven “essentials” website practices mentioned in the blog to create user experiences that morph into a revenue-generating machine.
OR get in touch with us today to see how Intelicle can help you expand on your e-commerce opportunities!