News
 B-to-B
Websites Aren’t as Friendly as You Think
B-to-B websites aren’t as user-friendly as one might
think. According to a recent report by the Nielsen
Norman Group, business-to-business websites are
simply hard to follow. Here’s why.
Nielsen Norman Group – a San Francisco-based
research firm – found that people using b-to-b sites
accomplish what their intended goals are only 58
percent of the time, compared to a 66 percent
success rate for consumer e-commerce sites. Most
b-to-b firms aren’t designing websites with the user
experience in mind, states an article in the DM
News. As a result, b-to-b sites are plagued with
incomplete product descriptions, busy-looking
content, hard-to-follow navigation and pushy
marketing tactics.
The report also reveals that the lack of pricing
information is another problem for b-to-b sites. So
what’s Nielsen Norman’s advice? The group states in
its report that b-to-b websites should place more
focus on easy usability.
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