B2B buyers are opting for more B2C designs on supplier websites. The state of B2B websites is shifting toward the user. Customer experience (CX) is the king of brand differentiation, bumping both price and product down on the hierarchy. Investing in great CX for your website is a solid move. PWC states that 82% of top-performing companies are putting greater emphasis on how digital technology affects the human experience.
While employees are still the largest drivers of great CX, technology and design are the enablers. They reduce friction in their first web interaction with your products and services. Nearly 60% of companies surveyed by Digital Commerce 360 in 2018 claimed that they searched through 2-3 B2B websites before making a purchase. Nearly 30% searched through 4-7 websites. Gartner reports that B2B buyers give a mere 17% of their time to potential suppliers during the consideration phase. Independent research online accounted for 45% of their time.
This is because quality information has been funnelled into more available channels, making sellers less able to influence buyers’ decisions. Buyers’ ability to gather information independently puts informative, easy-to-use, efficient and up-to-date technology on websites in the spotlight. A well-designed website can visually and technically support the information needed by B2B prospect buyers to make a decision.
Popular B2B website trends in 2020 put UX, design, and technology at the forefront to improve CX and showcase their brand. From Voice User Interface and animation to micro-interactions and typography, here are some of the most popular website design features.