14 July, 2008

B2B websites are much worse than B2C sites

We conducted a major usability study of 170 B2B sites. I was appalled at what we found. These sites are difficult to navigate and they rarely answer customers’ questions in a straightforward manner. I think the reason B2B sites are so bad is that they often don’t take orders directly on the site. Thus, site managers don’t know how many customers they are losing. In contrast, many B2C sites track their business value closely and they know that their sales go up immensely when they make their sites more customer-focused.