A website is a key link in promoting a company online. It is the place where the money invested in marketing turns into orders and purchases. Therefore, it is important that the visitor does not encounter obstacles along the way. To find them, you can order a site audit, or you can do it yourself with our recommendations. Here are the mistakes you need to correct if you want to increase website conversion in the B2B segment.
Overloaded or Uninformative First Screen
The first screen is what you see when you enter the site without scrolling down the page. It’s hard to overestimate it because the first screen is the first impression of the company.
Let’s say you go to the website of a company that sells conveyors. On the first screen, you simultaneously see promotions on all equipment, news about the sale of the 5000th conveyor, an appeal to leave an application, buy a conveyor in leasing, order a callback and birthday greetings to the director. It’s hard to highlight the main thing.
Here comes into play banner blindness. It’s a situation where the brain considers some of the information as noise and filters it out. In other words, on such a screen the visitor will pay no attention to promotions or feedback forms, which means they won’t help increase sales.
Unobvious Page Structure
When designing your page structure, keep in mind that visitors may be at different stages of the sales funnel and different product features will be important to them. For example, hot customers care about delivery terms, additional options and offers, while cold customers care about the assortment, price, availability of certificates, and experience with companies in their niche. Closer to the beginning, place blocks for ready-to-buy visitors, answer frequently asked questions, and describe solutions to common customer problems.
A page structure whose blocks consistently solve two problems works better:
- Explain what kind of product/service is offered.
- Close the pains and objections of customers, that is, all the questions and problems that managers face in the sales process.
Of course, it’s important to talk about yourself in as much detail as possible, but it’s better to do it in a few short blocks and/or a video, similar to those you see while entering a gambling platform via your BetAmo casino login. Instead of bombarding the user with placeholders, pop-up boxes, and discounts, focus the user’s attention on the product or service and tell the story in a consistent way.
Overloading the Page With Content
A product or service page can be perceived as a story that follows its own internal logic. Perceiving the story with a lot of branches in the plot is hard, it is also hard to navigate to the page, trying to tell everything at once. It’s unnecessary to tell in detail about different products or services on the same page – it’s better to create separate pages for them.
If your customers have different tasks that you can solve in different ways, segment your audience and create separate pages for each segment. For example, a separate page for agricultural conveyors and a separate page for coal conveyors. On the home page, leave key product benefits critical to most customers, as well as links to pages where users will read more about their area and your cases.
Non-obvious Site Structure
Let’s say you’ve segmented your audience and created separate pages for each segment. In order for your efforts not to go to waste, the site should implement convenient navigation. It usually consists of a through menu for all pages of the site with logically aligned categories and sections.
The user must immediately be clear that he should be on the site to do more, regardless of what page it starts with the introduction to the site, and this is not always the main. Moreover, many sites have a similar structure, which adjusts to the already established patterns of user behavior. It is better not to break them and not build off the competition at the expense of the original structure, which can be incomprehensible and non-obvious.
When developing categories of goods and services, as well as the names of such categories, rely on how customers see the service or product they require. A customer with any task you may have should be able to relate it to the appropriate section on the menu and get to the right page.
A well-designed structure is also important for the search engine promotion of the site, so it is better to consult with an SEO specialist when developing it right away. Mistakes made at this stage will be expensive to fix later.
Annoying Pop-up Windows
Imagine that you found a site with a catalog of conveyors and began to explore the range. But every time you open a new page pops up a window offering a discount for leaving contacts, and you have not even understood the proposed conveyors and do not know whether you need the equipment offered a discount. These conveyors must be very special for you to have the patience to continue exploring the catalog.
Yes, people are different, and some like to understand the product on their own, and someone – to order a consultation and ask all the managers. Your task is to make both options convenient and easy to implement. If you add a widget to your website, make sure it displays not only on your PC, but also on your smartphone. The widget should not overlap important buttons and interfere with the use of the site.
Long and Heavy Texts
People read texts inattentively and obliquely. This is common not only in the B2C segment but also in B2B. If you save time for your partners and reduce texts to a minimum, leaving only the key features that are important to make a decision, you will earn points in your favor.
Focusing on the Merits of the Company
Surely you’ve seen websites whose home pages have spiritually uplifting texts about the company’s mission and history, the breadth of its product line, the number of customers and partners. However, no matter how important the reliability of suppliers and manufacturers is, such texts say nothing about what the client will get when cooperating with the company.
Hidden Contacts and Feedback Forms
Suppose that you have visited the site of a brand that you are familiar with, and you decide not to waste time studying the catalog. Let the managers prepare you a personalized commercial proposal. But again the problem is that there is no form, no phone number, no mail anywhere.
Maybe there is a form on the site – somewhere at the bottom of the page in the basement, hidden in the “Contact Us” link. But contacts and forms that are clearly visible also tell visitors that the company is open to communication and willing to cooperate.
Make it easy on your customers. They shouldn’t have to spend a lot of time figuring out how to contact you.
Overloaded Feedback Forms
So you go to the fourth site. This time the form is in place, but it’s kind of suspicious. The company needed to know your supply geography, number of employees, and branches for some reason. It is unlikely that you would fill out such a form.
If the users are new and have visited the site for the first time, it is better to ask them for exactly the information you need to start communicating with them. Often a phone number is enough, the rest of the data depends on the specifics of your business.
If you need to ask a lot of questions, for example, to immediately pick up the client’s equipment, then facilitate the process of filling out such a form. A great option is quizzes, where you don’t have to enter the answer to each question manually, but just choose from ready-made options.
Intuitive Site Refinement
No matter how well and how much you communicate with your customers, you are not them. Major changes to key pages of the site – changes in structure, blocks, texts – need to be tested. What seems comfortable and understandable to you may prove to be an obstacle for your clients. Intuition is important, but remember to lean on the numbers and do A/B testing.