There’s no denying that a website is a vital component of a B2B business’s digital arsenal. After all, most B2B purchase decisions begin with an online search and 75% of B2B companies prefer to buy online.
Yet is your website fit for purpose? Is it optimised to encourage sales or is it littered with digital distractions? Read on to discover some of the most common reasons why a poorly designed website can send prospective customers elsewhere and impact a B2B business’s bottom-line.
1. Slow load speeds
If your website takes too long to load it can impact both your sales and your search engine ranking. Firstly, just a one-second delay in the time it takes a webpage to load can lead to a 16% decrease in customer satisfaction and a 7% reduction in conversions. According to Amazon, a tiny difference in loading speed of 100 microseconds (one hundred millionths of a second) could reduce sales by 1%. The knock-on effect of visitors leaving a slow-loading site in droves is that Google views this as a poor user experience and gives the site a lower ranking in search engine results.
2. Complicated user journey
A user-friendly website is one that is designed with the end-user in mind. If a site’s user experience (UX) doesn’t consider a target audience’s goals and pain points, the risk is the user might look elsewhere for the answers they require. UX-friendly features include a site that is easy to navigate, links that work, and calls to action strategically placed throughout. As for whether UX can lead to a positive return on investment, consider this: One report found that one dollar invested in UX leads to a $100 return.
3. Complicated design
94% of visitors’ first impressions of a website are design-related. If a website is cluttered, an eyesore, or simply difficult to navigate the risk is the visitor will leave the site. As the likes of Google and Apple know all too well, white space is a great way to leave a good first impression. Not only does it increase readability by 20% but it helps to highlight what’s important, such as a call to action (CTA). Talking of which, CTAs should be used frequently and prominently and, when personalised, can convert 42% more visitors.
A responsive website is one that is optimised to automatically re-size to fit and work seamlessly on all screen sizes. With 80% of B2B buyers using mobile at work, mobile users are five times more likely to leave a website that isn’t mobile-friendly, and mobile spending in the UK set to rise by 88% by 2023, this is nothing short of a B2B website must-have. Plus, non-responsive websites also get a lower ranking on Google.
5. No social proof
Social proof such as reviews, case studies, or testimonials can help sway business decisions with 92% of B2B buyers being more likely to make a purchase after reading a trusted review. They’re a great way to add credibility to your brand as they show prospective customers that you’re a business they can trust. For the same reason, it’s a great idea to add logos of governing body accreditation, awards your business has won, and payment and security services.