Every customer wants to be able to find what they’re looking for quickly and easily – and B2B buyers are no different. However, 77% of B2B buyers said the last purchase they made was complex or difficult. What makes their journey different – and arguably more complex – is how they get there. With multiple stakeholders and tight budgets, B2B buyers have a longer and more complex experience than the average B2C buyer. So how can we keep them interested and ultimately, encourage them to buy?
A website designed with UX in mind is key.