According to the 2014 B2B Web Usability Report study, the behavior of B2B buyers is not much different from the actions of B2C clients. Private and corporate clients need expert information to make purchasing decisions. The first and second do not like to fill out long forms and report confidential information to the seller.
However, researchers have found a pain point for B2B clients. Representatives of the corporate segment have a very negative attitude towards sites where two blocks of information are not found. It is worth noting that private buyers also do not welcome the absence of these data. However, B2B consumers react much harder: most of them leave the seller’s website and never return to it. The results of the study are unexpected, since we are talking about blocks of information that are almost neutral from the point of view of marketing:
- contact details
- Company Details
Cars and people should trust your site.
Search engines seek to direct users to sites with high-quality content that responds to specific requests. When it comes to commercial inquiries, search engines try to send visitors to the websites of companies that are trustworthy. Notice again, in the era of the semantic web, search engines are able to determine not only the value of content and its relevance to the needs of the user, but also the trust of the business that owns the site.
Of course, Google robots already know a lot. But they have not yet learned to check the status of bank accounts, credit history and timeliness of paying taxes by business. Search engines determine trust by the interactions of users with sites visible to them. For example, such interactions include likes and social network sharing.
However, live users use other criteria. For example, B2B buyers hardly pay attention to social signals when they decide whether to trust a brand. Here is how the answers of the participants of the 2014 B2B Web Usability Report survey were distributed to the question “Does brand activity in social networks affect your buying decision”:
If B2B buyers do not consider social networks to be an important factor of business credibility, then they use other criteria to evaluate. The organizers of the above mentioned research decided to define them by asking the respondents a difficult question. Research participants were asked to tell which elements make them leave the site because of:
- Wasting time.
- Lack of confidence in the business.
The answers surprised researchers.
Contact information is a key element of site and business trust
55% of respondents said that the lack of contact information on the site causes them to distrust the business as a whole. Another 37% said that the lack of a phone and other contacts makes them useless to waste time.
The illustration below shows what other factors do not contribute to the confidence of B2B consumers in your business.
The lack of contact information so disappoints potential customers that they believe that your site is not worthy of attention, and the business is not trustworthy. What content from the point of view of B2B clients contributes to building trust in the seller? Here is a list in descending order of importance:
- Contact information and / or company information.
- Cases, white paper, articles.
- List of clients and reviews.
- Photos and biographies of employees.
- Useful blogging notes.
- Mention in the media.
- Video content.
- Activity in social networks.
- News and press releases.
Answers of respondents confirm the need to publish contact information. The visitor should be able to easily find it, as well as contact you without filling out long forms.
Some Internet companies are limited to publishing an email address and telephone. They believe that, for example, the physical address of an online store in St. Petersburg is useless for a buyer from Novosibirsk. In fact, the publication of full contact information is necessary for the formation of trust.
Also, Internet business often prefers to publish only the feedback form. This can not be called a good approach, even if your employees respond to customers 30 seconds after contacting. Customers prefer to communicate with suppliers through the following channels:
If you use the contact form exclusively, prepare to reduce the number of leads. 68% of respondents noted that the publication of an email address or telephone is a critical factor for making a decision about a call.
Company information is another important factor of trust
Many sellers underestimate the marketing capabilities of the About page. They are limited to the publication of several proposals for their exclusivity and professionalism, focusing on the pages on products and terms of cooperation.
In fact, the "About Company" page is among the ten most viewed on commercial sites. Moreover, many B2B buyers begin to get acquainted with the site of the seller from this page. This is confirmed by the respondents' answers to the question about what data they want to see first of all when they get to the vendor’s website.
The page "About the company" should be as informative as possible. However, do not retell the consumer's dream of your grandfather, who inspired him to open the first family store. Instead, tell customers about your successes, partners and products. Tell us about your business and show it with photos and videos. Information about the company should form trust, but this does not mean that it should be turned into an encyclopedia.
Be sure to publish photos and short biographies of employees. Link to their social profiles. So you show customers that they communicate with real people, and not with faceless supportmanager2.
How to increase customer confidence in your site
To make your site credible, provide customers with access to the information they want to see first. Publish full contact details, including physical address and location map. Do this even if you work in Vladivostok, and your clients live in Vyborg. Make sure that the client can go to the "Contacts" page in one click from any other page of the site. Remember to use the tap to call button for mobile visitors. Tell the audience about your company and business. Focus on the products, achievements, partners and people who help you.
What do you think, what information on the page "About the Company" best helps to build trust?