Understanding what business customers want before they buy
If you want to convert traffic to your B2B site, you need to understand your users’ buying processes and provide them with the tools and information they need. Business users have a very different buying process than consumers. Rarely is only one person involved in making a purchase decision, timelines are sometimes long, and businesses have to make a case for how their product or service will solve a prospective customer’s problem.
This article will highlight the top five things your business prospects are looking for when they come to your website. If prospects can easily answer these questions from your website, they will be much more likely to convert from prospect to customer.
1. Does this product or service solve my problem?
Business prospects visit your website because they need to solve a problem. If your website doesn’t clearly communicate how your product/service solves that problem, you’ll lose out on a sale. Often, solving a problem involves either saving the prospect’s business money or helping them increase revenue. The example above shows how you can address both the problem and the money concern up front on the homepage. In this case, prospects are trying to be more sustainable to meet corporate goals, but they also want to save money while they're at it.
2. How much does it cost?
Many B2B websites don’t include prices. The rationale is either that the price is too variable, they don’t want to scare people off or if the visitor has to ask about price, they probably can’t afford it. While these are all valid concerns, potential customers want to see pricing and oftentimes need pricing to include your product or service in their first round of reviews. These concerns can generally be buffered and the price can be included with a little strategy. If you are concerned that the price is too variable, listing either ranges or “starting at” prices will help give prospects a ballpark range to see if you fit within their budget. As for scaring people off, not listing prices is actually more likely to turn people off than listing them.
3. What are the nitty gritty details?
Specs, lead time, images, and data sheets are all important information that potential customers will look for before making a decision. Failing to provide this information or hiding it in a PDF download somewhere will make it more likely that your prospect will just move on to your competitor. Comparison features and charts are very helpful to business customers who are trying to make smart financial decisions.
4. Can I easily share or print this information?
Multiple decision makers are generally involved in selecting B2B products/services, so prospective customers need to be able to easily share detailed product/service information with their colleagues and superiors in order to get buy-in and approval. Make it simple to share details with a share service (e.g. AddThis). Then customize it to only use business-relevant sharing links, such as email, LinkedIn and Slack. Make sure your site is printer friendly as well. While print may seem passé in a digital world, prospects will often print your detailed information to review in meetings with other stakeholders. Providing detailed information in PDFs for download is another helpful way to allow prospects to easily share and print info, which will get them one step closer to converting.
5. Who are these people? Can I easily talk to a real person?
Business is built on relationships, and while every prospect might not want to grab a beer and talk about industry trends, most will feel more comfortable buying from you if you provide easy-to-access contact information in case they have questions. This includes a phone number, information about your team members (this is particularly important when you are selling services), assurance of how well you support your products/services and a person to contact if they have issues. Live chat is a great way to offer both great support for existing customers and help answer questions prospects might have before buying.
Your audience has specific needs
Every website has unique customers with very specific needs. While the tips above will help improve your conversions, success depends on understanding your customers and prospects. User research and testing is a great way to discover insights and start to truly understand your audience, including their needs, behaviors and desires. Feel free to reach out to any of us here at Trone Brand Energy if you need help understanding your audience or tailoring your website to meet their needs.