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B2B User Experience: How You Do It Right

Topics: B2B eCommerce, Sales/Marketing & Customer Service

If you’re involved in any kind of business, you’ve probably seen the abbreviation UX in online guides. It’s everywhere!

 It stands for user experience – the one thing all businesses are trying to improve. However, there’s a narrower approach to consider: UX design. User experience design is all about improving the product in a way that enhances the user’s experience. That’s being done through implementing various techniques, such as human-computer interaction, usability, visual design, interaction design, and information architecture.

According to a commonly cited definition, the goal of this concept is to “improve customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product.”                                                                                                                   

Since the user’s relationship with the product evolves over time, UX design has to be a continuous process. It strives towards improving the effectiveness of that interaction.

Now the massive question is: where do B2B brands fit into the picture? Should you care about User Experience design when you’re not dealing with individual users, but with brands? Of course, you should! And you have to do it right in order to increase your conversion rates!


Why Should B2B Brands Care about UX Design? 

It’s natural for B2B brand owners to ignore the concept of the customer journey. They are transacting with companies, so they assume they have nothing to do with individual customers.

The truth is, however, that you’re still marketing with people. Instead of being concerned about their personal necessities, they are concerned about the desires of their company. The approach towards user experience design is quite similar. You have an actual person on the other side of the computer screen, so you have to recognize their needs and aim towards a satisfactory experience.

 Corinne Sanders, part of the UX design team for EssayWritingLand, explains why user design is so important for B2B brands: “The user design has to be based on a psychological background. Your aim is to strengthen the process of branding, while providing the best possible experience for the businesses that interact with your business. Whether it’s intentional or not, UX design always happens. The question is: are you doing it properly?”

So how can an organization do UX design properly? We’ll recommend valuable tips for you to follow.


B2B and UX Design: The Right Way to Do It


1. First Step: Design for Your Customer Persona

When someone is creating an eCommerce site or any other kind of business aimed at individual buyers, their first step is to create the marketing persona. B2B brands have to be reminded about this concept!

Who is your customer? As a general rule, people are very skeptical and savvy when buying products and services for their businesses. They want to gain the biggest value for their money, so they will end up with an impressive ROI. Keep that to mind when you engage in UX design!

You MUST convince your customers of several things:

  • You’re selling a high-quality product or service;
  • The investment will result in long-term benefits for their business;
  • The product or service is specifically designed to provide benefits for their type of business;
  • They will get constant support after they make the investment;
  • The investment will have specific implications on the way they do business;
  • Their customers will benefit from the investment, too.

Once you design your buyer persona, you’ll be able to develop a content marketing campaign that provides all this information in a very convincing manner.


2. Don’t Forget about the Power of Storytelling

B2B brands are often cold in their approach towards customers. They list the benefits the brand will gain by the investment, and they do that through brief bullet points. Then, they reveal the price and that’s about it. 

B2B user experience

Remember: you’re not dealing with faceless brands. You’re dealing with people, so your words paint a picture in their minds.

Check out the website of InVision app as an example. This is a digital product design platform, which helps businesses to provide a better user experience. So it’s aimed at businesses. Its approach to user experience design, however, is based on storytelling. 

As soon as you land at the website, you see a video that shows how businesses use the app in practice. You’ll see real testimonials, which build social proof. That’s much more important than your own words and guarantees when offering a product/service to a business.


3. Content Is the Key to Proper UX Design

When business owners and decision makers are considering making an investment, they have questions. They will use Google to find the answers. That’s when your SEO strategy becomes a critical point.

The good part about this type of marketing is that it’s not aggressive at all. You’re simply providing the information that your clients need, and they find their way towards that information. Needless to say, you’ll also invest in paid marketing, so you’ll get that content featured in the feeds of your target buyers. The SEO strategy, however, will be the essential element of your content marketing campaign.

User Experience for B2B

Find out what issues your target audience has. You’ve done your research and you know what problems your product or service can solve for them. Then, develop a strong content marketing campaign and use the company’s blog as its main platform.

SEO is not just about targeting keywords. It’s about providing value to the audience, so strong content is always at its focus.

So what’s the right SEO recipe that leads to conversions? 

  • Identify the words your target clients use when searching for the type of product or service you offer. Keyword Planner, the free tool provided by Google, is enough to cover those needs. If you’re targeting local businesses, don’t forget to add the needed localization keywords. For example, team building event organizing San Francisco is a better phrase to target when compared to the general team building event organizing.
  • Input those keywords into outstanding content. You have to understand the needs and questions of your audience, and answer them through your content marketing campaign. That’s what user experience design is all about.
  • Advertise that content via social media, so you won’t have to wait your potential clients to search for it. Most of them already possess the questions you’re answering, so they will be glad to notice your articles in their feeds.


4. Implement Social Networking Strategies into Your Approach  

Nowadays, everyone is open to social media. It’s the best way to receive information and interact with the brands of your interest. Businesses benefit from this approach, too. When a decision maker needs to interact with a business, they would like to encounter the style that social media got them used to. Friendly attitude with a professional twist!

When someone encounters your company on social media, they should see the same approach, company colors, banners, logos, and style of communication as they see at your website. This gives you a chance to create a recognizable UX design that makes you stand out among the competition.


Treat Your Clients as People; Not as Businesses

Ultimately, you’re dealing with people. Never forget that! When decision makers are buying something for their businesses, they have the same questions and expectations that people have when buying something for themselves. They want high quality, great customer support, and exceptional value. Business owners enhance the need for exceptional value, and everything else remains the same. 

When you’re determining what a product, website, service, or marketing approach is going to be, you should have the needs of the decision maker into consideration. That’s the ultimate purpose of B2B UX design.

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About the Author: Paula Hicks is an experienced journalist from Romania. Currently, lives in the United States and works as a freelance editor for the number of educational resources.  Her big dream is to open a publishing house in Europe.

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