B2B Website User Experience Best

Businesses that serve other businesses

Businesses that serve other businesses, aka B2B brands, often make the mistake of looking at their clients as brands themselves and not as ‘users’.

They see their clients targeting the end-user and fail to acknowledge their own B2B clients as users themselves. What exactly are the implications of this?

Well… the website user experience often goes wonting.

At the end of the day, B2B clients are more than brands. They are brands made up of marketing professionals and entrepreneurs just like you or me. These are very real people with real responsibilities.

If the website user experience hasn’t been optimised or streamlined for this user, they will surely be tempted to try other business solutions that offer a better website user experience.

Waseem Bashir Quote

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Waseem Bashir

Founder & CEO of Apexure

What Is Website User Experience?

Thought leaders have put a lot of emphasis on website user experience in recent times, but a problem that B2B professionals deal with is the myriad of definitions we have for the term ‘user experience’ (which is often written as ‘UX’). We know that we need to emphasise UX, but before we can do so, we need to agree on what the term refers to.

What Is Website User Experience?

A User Experience Definition

The user experience concept is used throughout the IT industry and can refer to different things in different spaces. It’s a highly discussed topic in spaces like software design, website design, app design, and many others.

According to the International Organisation for Standardisation (ISO 9241-210), UX is described as:

“An individual’s perceptions and responses that result from using or the anticipated use of a product, service, or system”.

However, according to UXPA, aka the User Experience Professionals Association (UXPA), user experience can be defined as:

“Every aspect of the user’s interaction with a product, service, or company that make up the user’s perceptions of the whole. User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction. UX works to coordinate these elements to allow for the best possible interaction by users.”

B2B Website User Experience Best Practices to Increase Leads

Businesses that serve other businesses, aka B2B brands, often make the mistake of looking at their clients as brands themselves and not as ‘users’.

They see their clients targeting the end-user and fail to acknowledge their own B2B clients as users themselves. What exactly are the implications of this?

Well… the website user experience often goes wonting.

At the end of the day, B2B clients are more than brands. They are brands made up of marketing professionals and entrepreneurs just like you or me. These are very real people with real responsibilities.

If the website user experience hasn’t been optimised or streamlined for this user, they will surely be tempted to try other business solutions that offer a better website user experience.

  • A free trial of your product or service once you have launched it
  • An entry into a competition
  • Access to unique content

Thought leaders have put a lot of emphasis on website user experience in recent times, but a problem that B2B professionals deal with is the myriad of definitions we have for the term ‘user experience’ (which is often written as ‘UX’). We know that we need to emphasise UX, but before we can do so, we need to agree on what the term refers to.

Waseem Bashir
Waseem Bashir

Founder & CEO of Apexure

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