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Design is not just what it looks like and and feels like. Design is how it works. This quote by Steve Jobs assert that design should be a problem-solving tool for businesses and consumers. Both B2B (Business to Business) and B2C (Business to Consumer) websites need to be clear, concise, and aesthetically pleasing. User experience across all devices can improve how successful a B2B and B2C project if the differences are clear.
Let’s take a closer look at the things you might need to consider when creating a website:
1. The Target Audience
Understanding who is the target audience of your websites will help create the right image and tone of voice to appeal to their character.
With B2B wbsites, you’ll be speaking to a range of highly-educated individuals who are already have a general knowledge of your service. The aim here will to show the end-user how you can help them achieve better results. The langauge and content of the website is all about highlighting the key benefits of the products, and kind of outcomes that they deliver.
Web designers need to work harder at convincing B2B buyers that they’re making the right decision. This is particularly true when you’re selling something like a software subscription that requires a lot of long-term investments.
B2C target audience are more influenced by emotions. They want quick solutions to their problems, and the opportunity to purchase from a brand that “undertsnads” them.
B2C websites have a quirky layout full of authentic photos and bright colors, so consumers are more inclined to take actions.
2. The Purpose
Another factor is understanding the motive behind consumer’s purchase. How your target audience interact with a brand will help you create a website that appeals to specific goals.
B2B websites often aim to solve expensive and time-consuming problems for companies. To sell a decision-maker on the validity of a solution, it’s important to thoroughly explain what the solution is, how it works, and how it addresses a specific pain point.
A B2C website needs to address immediate concerns and connect with the target audience on an emotional level. They make their research on the products or services, but the turnaround is much quicker often requring less information.
Consumers are a lot easier to appeal to in terms of emotional impact, because many of them come to a website looking to fulfill an urgent need. Web designers can take advantage of things like urgency and demand to encourage conversions on the websites.
3. The Design Elements (Visual appearance)
B2B and B2C differ greatly in visual elements, the first is highly professional and the latter is eye-catching, pop and daring.
These websites are all about presenting a highly professional and respectable image. The content is laid out to encourage clarity and understanding. Information is easy to find, and there are no other issues that might distract a user.
Eye-catching imagery and little text are major content of a B2C websites. With so many different options to choose from, and most consumers buying out of a sense of urgency, web designers are under pressure to capture attention quick.
4. Website Content
The information conveyed differ, amount of content protrays the kind of target users. The aim of the websites content should always be to answer any question the user might have.
Designers need to be careful with the content, as the targets users are mixed. If the site caters to different industries, it should show authority, without using too much jargon.
Alternatively, B2C websites content are a little simpler. Thers’s no need to provide a ton of infromation for different users, web designers can appeal to one target user.
5. CTA Buttons
Call to Actions buttons are crucial part of a website design. However, it’s sometimes difficult to determine where they should be placed, or how may buttons is needed.
Decision to purchase something isn’t immediate, therefore these sites often use a variety of CTAs. Common buttons include “Request a Quote” and “Sign in”.
CTA buttons include a single option “Add to Cart” or an extra choice “Add to Favorites”. Users need to instantly see what they need to do next as soon as they are on the website.
6. Contact Form
How the contact form is designed depend on the target-user that the website wants to aooeal to.
Contact form of a B2B website are longer because additional information about a prospect is required. B2B companies need to share information like what they’re looking for in a service, and how many users they have, so a sales team knows ehat kind of demostration to give.
As with any strategy for contact form design, only fields required by clients are required.
A dedicated contact from where users can get in touch if they have questions is required. Implementing a pop-up contact form or s newsletter sign up are ways to collect users emails for email marketing.
7. Search Bars and Naviagation
Navigation is a critiical part of a website, end-users need to find it easy to track down the information they need about a company.
Serach bar takse a less prominent space, because all the infromation required for the users to take their next steps are visible. Web designers need to design for easy conversion, making the purchasing journey the most appealing path for visitors.
Navigation is an integral part of the consumer journey, they need to be a lot obvious. The search bar is often presented at the top of the screen where consumers can see it. Additionally, there may be multiple pages within certain product categories, so that users can browse through the items they’re most interested in.
8. Social Proof and Testimonials
Finally, social proof and testimomials are ways to converts users who visit the websites.
Client testimonials, reviews and rating can make all the difference, a dedicated page to case studies to highlight the brand success should be considered.
Awards and recognition can also be included.
Adding consumer ratings and reviews in areas where it can be seen is important but not an integral part of the website.
Designing for your target audience can be challenging but understanding users interaction to conversion can help meet expectations in a B2B and B2C websites.
excerpt from Webdesign Depot
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