B2B distributors have a huge impact on the customer experience on their websites. Negative experiences can have a negative impact on your engagement in other channels, both offline and online. All of it is connected. This perception or experience is often referred to as the “user experience”. We’ll be discussing what user experience is and why distributors are important.
What is the Website User Experience?
User experience simply means everything the user does while using your website. Although it is primarily about website design and aesthetics, it encompasses much more. User experience, for example, includes:
- It’s how easy it is for customers to find the products they want. This speaks to how effective your search function is, as well as the quality of the product data and the organization of the website.
- It is so easy to find information during the shopping process. What resources do you offer to answer customers’ most pressing questions?
- Your website interactions can bring out your emotions.
- It’s all about creating a website that is easy to use for your target customers.
If nobody is able to find your website, then great user experience will be useless.
What is SEO connected to user experience?
If you search for a product on Google, and then scroll through the results, the top results will appear. This is because these websites are highly ranked for the search terms. The chances of a prospect finding you online are slim if you don’t show up on the first page search results. A good SEO strategy will allow your customers and prospects to find you online when they have a problem. Knowing your audience is key to great SEO. What are they looking for? What are their problems? What key phrases or keywords might they be searching for in Google? A strong B2B website should have an ecommerce and content marketing component. These components include blogs, whitepapers, case studies, and whitepapers. They provide useful, relevant, and search-engine friendly information that gets your website noticed by Google and potential buyers. SEO and user experience go hand in hand. It is essential that people find your website first. Your website must be easy to use, enjoyable, and clear.
Why user experience is important in B2B markets
Although you may be marketing to other businesses through your website, they are still people. A great B2B user interface can make a huge difference in the perception of your business by your customers. These are just a few of the reasons you need to care and take action now.
A great user experience can build trust and bring in new customers. A great user experience can reduce the cost of acquiring new clients. An online presence that is polished and trustworthy can make your brand and the products and services you provide more credible. All this can happen without the need for extra effort from a sales representative.
A great user experience can help increase wallet share. Even loyal customers can be influenced by a great user experience. While your current customers might buy products you sell, a well-designed experience could help them find other products they are interested in.
A great user experience is one that meets users right where they are. You’ll reach customers wherever they shop by providing a positive user experience on mobile and desktop platforms. You should also consider how seamless your user experience is for someone who may visit your website and then call a customer service representative to continue their shopping journey.
A great user experience increases search visibility. Google announced that new ranking factors called “Core Web Vitals” will be in effect for 2021. The changes are designed to make search easier. Google will remove your website from search results if it is hard to use, slow loading, or does not perform well on mobile devices. Although this has been a key factor in search, Google has increased its importance. The speed at which your website loads can have a significant impact on how long a visitor stays. Google discovered that bounce rates, which is the percentage of visitors who leave your website after viewing one page, increased by 32% when loading times were reduced from 1 second to 3 seconds. When your site takes 6 seconds or less to load, the bounce rate is 106% higher than if it takes 1 second.