Web Site Usability and B-to-B

20 Sep

B-to-B Web site visibility and analytics have not received the same attention as with B-to-C sites. However, it is equally important.

As Richard H. Levey writes for Multichannel Merchant: “The obvious difference between business-to-business and consumer Web sites is the immediacy of conversion. B-to-B sales cycles are usually much longer, and often incorporate live salespeople and multiple decision makers. For marketers, says Chris Hicken, vice-president of marketing at UserTesting.com, the key question is ‘Why aren’t people buying from me?’ And the key problem is that when prospects interact with a company through its Web site but don’t buy, the marketer can’t ask what went wrong — at least, not directly.”

Click the image to access Levey’s full story.


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