Website User Experience: Where B2B Brands Fail

User-Experience-where-b2b-websites-fail | Axiom-marketing

A mobile friendly website isn’t enough anymore. Your  B2B website needs a great user experience to gain leads, drive sales and meet KPI goals.

In this blog, we discuss:

  • What makes B2B websites successful in 2018
  • What B2B user experience (UX) is
  • Why user experience is important for B2B websites
  • How Google evaluates website user experience
  • How to evaluate (and improve) website UX

BTW: Already know all this? Then skip to the next section to see how to improve user experience.

Focus on Website User Experience in 2019

Forget keywords – user experience should be your primary goal for your B2B website.
Why? Because user experience is the driving force between websites that generate leads, gain traffic and make sales – and those that don’t.

See, back in 2015, Mobilegeddon drove responsive design. But just being responsive isn’t enough anymore; the way search engines work has changed. And B2B websites need to evolve with it, or fall behind.

Now, Google’s algorithm is looking to UX to determine a website’s authority. More specifically, it’s looking to the value your website offers your audience, like answering questions and providing quality content quickly.

But before we go further, lets look at what a B2B user experience actually means.


What B2B User Experience Means:

User experience is the overall experience of a person using website, particularly related to the ease of use and enjoyment.

That’s a broad, Google-provided definition. For websites, UX boils down to your audiences’ ability to navigate your website and find answers to their questions. In reality, B2B user experience includes almost every aspect of your website,

  • Visual
  • Site architecture
  • Readability of content
  • Credibility
  • Size of buttons/graphics
  • User flow
  • Ease of navigation
  • Scalability
So let’s dig into why UX is important for your B2B website.

Not sure where to start improving B2B UX? 


Download our free UX checklist for a step-by-step walkthrough.

Why B2B User Experience is Important:

In 2015, keywords were a driving factor in people finding your website. This led to a multitude of pages on B2B websites…with each page having little-to-no content (text, graphics). For the user, this means a lot of clicks for a little bit of information. That’s a bad user experience.

That’s why Google algorithms have changed. Now, Google prioritizes websites with a great UX. Those UX websites earn higher search rankings, more organic traffic and a higher authority ranking – one way Google determines the value of your website content.

And as Google algorithms change, so does web design.

Today, websites have longer pages, more content, with more clickable features and easier navigation – all on the same page. At Axiom, we’re redesigning websites to look less like this and more like this.


How Google Evaluates B2B User Experience:

Google evaluates many website elements to determine user experience…and so do we when building websites and creating digital strategies.

  • Time on page – time spent on each webpage
  • Pages per session – number of pages visited before leaving
  • Exit percentage – percentage of people who leave a webpage, rather than exploring the website further
  • Bounce Rate – percentage of people who enter the website, then exit (or bounce) before exploring a second webpage.
  • Inbound links – quality of external webpages linking to your website

How You Can Evaluate User Experience:

Review your website to see if it offers a great UX. Are your key webpages easy to find in the navigation? Does each webpage answer a user’s potential question? Do webpages provide enough content to warrant their own page, or should it be combined with another to provide a richer experience? How does the website function on a mobile phone? Are there walls of text on the mobile version of your website?

These are just some of the ways you can see the user experience of your B2B website. Or, ask your marketing agency / IT department to evaluate the website UX.

Want to improve B2B user experience? 


We’re offering complementary evaluations of your website’s UX. Sign up here.

Tagged: Digital Strategy

Posted by Taylor Dodds


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