Signs Your Site Needs a Makeover
Part one of two: the content problems that make a B2B site underperform, and what to do about each.
All websites are not alike, nor should they be — but all of them should be worthwhile to the end user, which means useful product information, easy navigation, and messaging that instills credibility and trust.
Customer experience keeps driving B2B eCommerce results, and the gap is measurable: a 2019 Forrester study found companies leading in customer experience outperform laggards by nearly 80%. Nearly 46% of business professionals list customer experience as their number-one priority over the next five years, according to SuperOffice.
This first installment focuses on site content — product information, visuals, supporting documentation, forms, and messaging. Part two covers functionality, look, and feel.
What’s Inside the Paper
Part one of two: the content problems that make a B2B site underperform, and what to do about each.
Build Up Your Product Content
The information depth buyers need before they will transact.
Wow Them With Visuals
Xerox found visuals, especially in color, increased willingness to read content by 80%.
Become a Library of Information
Manuals, specification sheets, and supporting documents as a reason to return.
Use Lead-Generating Forms That Create Action, Not Frustration
Form design that captures interest without costing you the lead.
Make Your Messaging Clear, Concise, and Trustworthy
KoMarketing found 64% want contact information on the home page.
Key Takeaways
- Thin product content is the most common reason a B2B site underperforms.
- Visuals measurably increase whether content gets read at all.
- Supporting documents — manuals, spec sheets, MSDS — are a retention feature, not an afterthought.
- Buyers look for contact information and company background early; hiding them costs trust.
Read the Full White Paper
Part one of two: the content problems that make a B2B site underperform, and what to do about each.
See What the CX1 Platform Can Do for Your Business
Book a demo and we’ll show you how distributors, manufacturers, and specialty retailers turn product content into growth.