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Have you ever asked yourself, “how can I improve online conversions and drive more sales?” You’re not alone. In the digital era, creating a positive user experience on your landing pages and website is no longer a ‘nice to have’, but a necessity. This article will demystify what a ‘positive user experience’ means and explore its impact on conversions and sales. In this article, you’ll learn about how to craft a user-friendly B2B website or landing page.
In this article, you’ll learn:
What Does ‘Positive User Experience’ Even Mean?
A positive user experience (UX) means providing an engaging, efficient, and satisfying interaction between your audience and your online presence.
UX encompasses several elements including easy navigation, fast load times, valuable content, and a design that resonates with your target audience.
In essence, a positive UX keeps your visitors happy, engaged, and, most importantly, willing to convert.
Why You Should Care About Creating a Positive User Experience?
Investing in creating a positive user experience isn’t just about making your website look good—it’s a strategic move that can significantly impact your conversion rates and, consequently, your sales revenue.
In particular, creating a positive user experience is instrumental for several reasons:
- Impact on SEO
- Impact on the trust factor
- Impact on conversion rates
Let’s explore each one.
Impact on SEO
A website with a superior UX typically enjoys better search engine ranking. Google’s algorithms favours sites that deliver high value to users, considering factors like load speed, mobile optimisation, and dwell time.
Basically, the more positive the experience for the user, the longer they’ll stay on your website or landing page, and thus, the more you will be favoured by Google.
Impact on Trust
Imagine landing on a website that is clunky and hard to navigate, or a website that just doesn’t feel seamless. Or worse… a website that takes forever to load.
These things build frustration, and frustration leads to a lack of trust.
On the other hand, a user-friendly website builds trust with your audience. The smoother the user journey, the more likely visitors are to see your brand as credible and worthy of their time.
This trust invariably translates into increased sales revenue, as trust is the number one ingredient of a successful sale.
Impact on Conversion Rates
When your website or landing page has a positive UX, visitors are more likely to explore and interact with it. These interactions could include clicking on a call-to-action button, signing up for a newsletter, or using an interactive tool like a pricing calculator.
The easier and more rewarding you make these interactions, the higher your conversion rates will be. And the higher your conversion rate, the higher your sales revenue.
Here’s why this works:
- Less Friction, More Action: The fewer obstacles visitors encounter while navigating your site, the more likely they are to convert. A confusing layout or broken links can frustrate users and make them abandon their journey, while a streamlined, intuitive interface guides them smoothly towards conversion.
- Engagement Leads to Conversion: A well-designed website keeps users engaged and encourages them to explore your offerings. The more they engage, the better they understand the value of your products or services, increasing their trust and ultimately the likelihood of conversion.
- Trust Drives Purchasing Decisions: A professional, user-friendly website helps build trust with your visitors. The more they trust your brand, the more comfortable they feel making a purchase or sharing their information.
How to Create a Positive User Experience on Your B2B Website or Landing Page
Creating a positive UX requires a mix of technical, design, and content elements. In particular, you’re going to want to focus on the following as a start:
- Load speed
- Simple user interface
- Valuable content
- Clear path for the buyer’s journey
- Personalisation
- Have an offer above the fold
- Use less words
Let’s delve into each one.
Load Speed
Load speed refers to the time it takes for a website or web page to fully display the content on a user’s device. It’s the interval between clicking a link or typing in a URL and being able to interact with the page.
A fast load speed is critical to creating a positive user experience because users’ attention spans are shorter than ever.
Statistics suggest that a delay of even a few seconds can significantly increase bounce rates – a staggering 53% of users abandon a website that takes more than 3 seconds to load (Marketing Dive, 2016).
If you want to keep users on your site and increase your chances of conversion, you’re going to want to make sure your website loads faster than three seconds.
So, how can you do this?
To improve your website’s load speed, consider optimising images, enabling browser caching, reducing server response time, removing render-blocking JavaScript, and leveraging a Content Delivery Network (CDN). If you have more questions around how you can do this, contact us here.
Simple user interface
A simple user interface involves intuitive site navigation and architecture. It’s about designing your website in a way that makes it easy for users to find what they’re looking for without any hassle.
Websites that are easy to navigate tend to create a better user experience, leading to higher user retention. If users struggle to find the information they need, they’ll likely leave and turn to a competitor.
On the other hand, a simple, intuitive interface can boost user engagement and drive conversions.
So, how can you do this?
To create a simple user interface, focus on clean, minimal design, logical navigation, clear menus, and effective use of white space. Keep your target audience in mind during the design process, considering their needs and preferences. Think about,: “If I was a buyer on my website, what information would I be looking for? Is it easy to find those things on my website?”
Valuable content
Valuable content isn’t just a bunch of blog articles written by AI and stuck onto your website.
Valuable content answers your buyers most pressing questions in the most accurate way possible. It answers their questions, solves their problems, and positions your business as their trusted advisor.
On top of building trust, providing valuable content is critical for holding users’ attention and encouraging them to interact with your site. Overall, this improves the user’s experience on your website, helping you boost your SEO but also building trust and credibility with potential customers.
So, how can you do this?
Here’s a guide showing you exactly how you can write valuable blog content for your target audience.
Clear path for the buyer’s journey
Creating a clear path for the buyer’s journey involves designing your website in a way that intuitively leads users through the buying process, from initial awareness and interest, through to decision and action.
This is different to providing an easy to navigate website. Having a clear path for the buyer’s journey means that it’s obvious what page the buyer should look at next on your website in order to find the information they need to move closer to making a purchasing decision.
For example, after a potential customer reads your article on ‘Which roof is best for my outdoor area?’, it should be obvious to them (and easy to find) the next relevant article, which in this case may be an article about ‘Prices for different types of outdoor roofing’.
A well-structured and clear buyer’s journey reduces friction, prevents confusion, and makes it easier for users to convert. It can significantly improve user experience and boost conversion rates, as users are gently nudged towards the desired action, be it filling out a form, making a purchase, or downloading a resource.
So, how can you do this?
Craft clear calls-to-action (CTAs) at every stage of the buyer’s journey – within every blog post and on every page, think about ‘what information does my buyer need next to move closer to purchasing?’.
Ensure your site navigation, page layout, and content all contribute towards guiding the user along this journey. Use visual cues, simplified forms, and persuasive copy to guide users towards conversion.
Want to learn more about how to build a customer journey? Check out our guide on a customer journey model we call the “Five Stages of Customer Awareness’, which will help you map out your customer’s journey before they become a lead.
Personalisation
Personalisation involves tailoring the user’s experience based on their preferences, behaviour, or demographics. This can include personalised product recommendations, content, or even using tools like chatbots for interactive, personalised assistance.
It enhances user experience by making users feel understood and valued and can lead to increased user engagement, customer satisfaction, and conversions.
In fact, 80% of consumers are more likely to make a purchase when brands offer personalised experiences (McKinsey & Company, 2020).
So, how can you do this?
To get started with personalisation, your first step may be to work on getting a chatbot installed on your website. Here’s a list of some of the top Chatbots.
Have an offer above the fold
‘’Above the fold’ refers to the portion of a webpage visible without scrolling. Placing your key offer here ensures that it’s the first thing users see when they land on your page.
Users form an impression of your website within seconds of landing on it. Placing a compelling offer above the fold grabs users’ attention and encourages them to stay longer, thereby enhancing user experience and increasing the likelihood of conversions.
On top of this, it tells your buyer exactly what you’re all about before they begin exploring your website.
So, how can you do this?
There are three things you can do to achieve this:
- Promise an Aspirational Identity: Assure customers that you can help them achieve their desired identity, by aiding them to master a certain skill or knowledge. Example: ‘Become a Pro in the Kitchen’ for a cooking school.
- Promise to Solve a Problem: Clearly state both the problem and your solution, focusing on the key challenges you can help your customers overcome.
- State Exactly What You Do: Describe your services or products in the simplest and clearest terms possible. Be straightforward about your offerings, ensuring customers understand your business at a glance.
Use less words
Your website should express what you need to say clearly and succinctly, without unnecessary words or complexity.
In an era of information overload, users appreciate content that gets to the point quickly.
Being concise holds users’ attention, enhances readability, and improves overall user experience.
Plus, concise content can be easier to understand, increasing the likelihood that users will take the desired action.
So, how can you do this?
Here are some tactics you can use to keep text short on your website:
- Use “read more” links in sections where you want to include longer copy, so that you don’t bombard users but still provide the option to read more.
- Replace a paragraph with images and videos
- Reduce whole paragraphs into three or four bullet points
- Summarise sentences into bite-sized soundbites
Now you should know how to create a positive user experience on your website or landing page.
Differences between B2C and B2B Website for User Experience
While the goal of creating a positive UX is common to both B2C and B2B businesses, their approaches can differ significantly due to the nature of their sales processes:
- The Buying Journey: B2B buying journeys are typically longer and more complex, requiring more in-depth information and resources.
- Price Points: B2B offerings may have higher price points, requiring negotiations and custom configurations.
- Goal of the Website: While B2C sites focus on immediate sales, B2B sites are geared more towards relationship building, with sales often finalised off the site.
Understanding these distinctions can help you design a B2B website that not only provides a positive UX but also effectively converts visitors into customers.
So, what’s next?
There you have it. Creating a positive user experience on your B2B website or landing page is key to boosting conversions and driving more sales.
Next, check out our blog article on how to create a Buyer’s Guide to drive more conversions for your business.
