Nielsen Norman Group – B2B Websites Research Reports
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B2B sites have a challenging job: They need to support business customers through long, complex buying processes, they need to generate leads for the sales team, and they need to be a resource for existing customers after purchase. Ensure that your business-to-business website stands out among the competitors. Know what customers need when trying to complete tasks, such as comparing products, sharing options with colleagues, building a shortlist, and signing up for information.
Featuring complex products and services, catering to a diverse audience, and accommodating long buying cycles does not mean your website must be difficult to use.
- This 419-page report presents 188 user-experience design guidelines based on our user research. Discussions and 301 screenshot illustrations supplement our findings.
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