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B2Bers – Is Your Competitor’s Website Better Than Yours?

Nov 25, 2015
DotcomWeavers

Here’s the hard truth about B2B marketing today…it’s not enough to just have a website. Anyone can have an online presence these days. But—and this is huge—not everyone has a strategically built site that drives brand recognition, delivers conversions, and ups the ante on customer satisfaction.

So take a long, hard look at your B2B site and ask yourself this important question…

Is my competitor’s website better than mine? 

Let’s find out.

Simplify Your Navigation

When it comes to site navigation, your overarching goal is to make it as easy as possible for customers to find what they’re interested in purchasing. Yes, customers like to do business with eMerchants who have a professional looking site, but all the beautiful pictures and coordinated colors don’t mean anything unless they find what they’re looking for.

With that in mind, Amit Bhaiya—founder and CEO of web development firm DotcomWeavers—offers several tips to improve your site’s navigation:

  • Offer Superior Search FunctionalityThe search bar is often the first stop for many customers, so make sure it is easy to find. A great idea is to set off your search bar by making it a different color, adding an icon, or prefilling the box with the word “Search” or “Find”. Auto-complete is another search bar innovation that helps customers find what they’re looking for by suggesting items as they type in the search box.
  • Implement Quick View CapabilityAs its name states, “quick view” allows customers to see details about a certain item without opening a new window, drastically improving their ability to find and order. For even better service, the quick view mode should also allow an item to be added to cart.
  • Use BreadcrumbsTaking a cue from the classic story of Hansel and Gretel, who left a trail of breadcrumbs to find their way back out of a dense forest, website breadcrumbs typically appear horizontally across the top of a webpage (below the headers) to provide links back to each previous page the user navigated through. Offering customers a trail back gives them easy access to the information on your site.

Build Your Site For Speed

It might not seem fair that a customer would leave your site simply because your pages didn’t load fast enough, but that’s the world we live in. Fast-loading pages are critical. Consider these compelling findings:

  • 25% of people will abandon a website if it takes more than four seconds to load.
  • When Mozilla Firefox increased page speed by just 2.2 seconds, its download figures rose by more than 15%.
  • 88% of internet users choose online retailers delivering a high-performance and user-friendly website experience.

The key takeaway? Make sure your site is optimized for speed. DotcomWeavers suggests limiting your dependency requests, cutting down the size of your CSS code with fewer declarations, writing efficient HTML code, minimizing smaller image sizes whenever possible.

Consider a Mobile-Friendly Experience

Although not every eCommerce site has to be built for usability on mobile phones and tablets, the reality is that more and more customers are shopping that way. On this subject, Bhaiya advises his clients to gain a clear understanding of customer preferences first. This may be as simple as sending a survey or email asking if they would shop via phone or tablet if it was made available. If the answers comes back “Yes”, then it may be wise to optimize for non-desktop purchasing.

Now that you’ve had a chance to think about your site’s navigation, speed and flexibility, let’s go back to our original question…Is your competition’s website better than yours? If you’re not convinced that your website moves business forward, do whatever it takes to build a better experience for your customers. After all, in the amount of time it took to read that last sentence, a customer could have come to your site, left your site, and started searching for another alternative.

To speak with a professional about optimizing your site for B2B success, contact DotcomWeavers at [email protected] or 888.315.6518.

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