According to a recent study by Microsoft, the average human has a shorter attention span than that of a goldfish. If true, your website has an extremely limited amount of time to engage your potential clients and turn site visits into sales. Here are 3 ways a solid B2B website design can increase your sales.
It builds your brand and credibility.
According to a Stanford University study, 75 percent of people judge the credibility of a business based on the design of its website. With more B2B companies entering the online marketplace, a solid website design may encourage a B2B buyer to trust your brand and purchase from you over a competitor with an inferior design.
It gives you the ability to meet with your buyer at any time.
A good website design is responsive and provides the same buyer experience across all devices – desktop, small laptop, tablet and phone. It’s important to keep this in mind since 30% of mobile users admit to abandoning a purchase if the website isn’t fully optimized for mobile browsing. Today’s B2B buyer uses their mobile device to conduct business. “B2B customers have mobility in mind. That means mobile is more than a channel; it’s really a moment, a point in time and space when a B2B customer pulls out a mobile device and wants to do something for work within the immediate context,” said Wilson Raj, global director of customer intelligence at SAS Institute.
Another good reason to have a responsive site is that Google’s algorithm makes mobile compatibility a ranking factor, so if your site isn’t responsive, you’re not only missing out on conversions, but also risk a significant drop in organic search rank.
Having a site that is easy to navigate results in higher conversion rate.
If your site takes too many clicks to get things done or makes it difficult for potential customers to easily locate content or smoothly execute a transaction, your website is losing potential sales and perhaps potential long-term buyers. Focus on the overall experience of your buyer personas and make it quick and easy for them to accomplish what they are coming to your site to accomplish.