B2B sales cycles and buyer journeys are often complex, you might even think that your offering, be that a product or a service to TOO complex to showcase online.
This is the reality, many businesses do offer complex products and or services, it is not easy to explain niche offerings in short bullet points and catchy straplines.
The key is to separate a complex business offering, from the buyer's journey. No matter what you offer, your website can very simply guide visitors to conversions. AND still provide the visitors with all the relevant information they need to know about your business, whether it be case studies, user guides, finite details or any other business specific complexities.
Your website should be aimed at helping visitors make informed decisions, in a recent Gartner report statistics show that 83% of B2B Buyers Prefer Ordering or Paying Through Digital Commerce.
Be Interactive & Present
So, we already know that B2B buyers do want to carry out research online to make their decisions. An interactive website that gives them the information they are expecting to find and makes enquiries easy is essential for converting traffic into customers.
If your website looks like this, you are not meeting customer demands...
Includes no videos, case studies, success stories and or reviews
Includes one singular contact form for customers to use with no other pages linking to it
Buries relevant information in a series of pages that have to be clicked through multiple times
All of the above pain points are all too common in many websites. This makes the potential buyer have to do more to gain the information they need, placing a burden on their decision making process.
With over 80% of buying decisions happening online, you can't afford to not have a website that is set up to convert, after all, you can almost guarantee they are looking at your competitors websites too. If they discover a more interactive and instant user experience that allows them to make a decision more efficiently on another website, how can you ever win?
To summarise, you can and will be successful online, no matter your business model, there are two key factors that will help you increase conversions. You need the right structure, and great support.
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