Research has highlighted that poor website usability is causing substantial losses for B2B eCommerce businesses. A significant portion of customers would rather avoid a company with subpar website usability. This issue surpasses product availability and price in importance.
Understanding the critical role of website usability in B2B commerce is essential for online retailers looking to remain competitive and grow their market share.
Impact of Poor Website Usability
New research has revealed that poor website usability is a significant issue for eCommerce businesses. A study has shown that 25% of B2B customers would avoid a company due to this problem. This makes usability a critical factor, even more important than price point or product availability.
Of 500 UK business decision-makers surveyed, a significant 25% highlighted that a website’s usability is their primary concern when purchasing supplies online. This percentage surpasses the importance placed on user reviews (21%) and product offerings (18%). The finding underscores the need for eCommerce businesses to prioritise user experience.
Customer Service and Visualisation Issues
Aside from poor usability, other common issues faced by B2B customers include a lack of customer service. 32% of respondents reported this as a problem. Effective customer service is vital in maintaining client relationships and ensuring a smooth purchasing process.
Problems with visualising products also plague customers, with 20% mentioning it as an issue. Additionally, another 20% cited difficulties with bulk orders. These factors can significantly impact the overall success of an eCommerce platform where clear product visualisation and handling bulk orders efficiently are critical.
Increased Inclination Towards Online Purchasing
According to Sam Rutley, managing director at PushON, the majority (80%) of B2B customers would prefer to purchase products for their business online instead of in a physical store.
However, Rutley expressed concerns that many e-retailers are not adequately prepared for this shift. Without a well-developed online presence, businesses may fail to capture this growing market.
The Competitive and Challenging Retail Landscape
In today’s competitive and challenging retail landscape, it is essential for websites to offer a good online customer experience. Customers expect their B2B shopping experience to match their B2C experience. This expectation requires websites to be easy to use, navigate, and provide strong customer service along with clear and concise product information.
Websites that fail to meet these standards risk losing their customer base to competitors who can offer a better online experience. The emphasis on usability and customer-centric features is more critical than ever.
The Importance of a Good Online Proposition
There is no point in having an online proposition if the front end provides an off-putting experience for visitors. Ensuring that websites are user-friendly and intuitive is essential for retaining and attracting business customers.
This sentiment is echoed across the industry, reflecting the necessity for continuous improvement and adaptation to changing customer expectations. E-retailers must prioritise usability to maximise sales opportunities.
Conclusion
It is evident that poor website usability significantly damages B2B commerce. To remain competitive, businesses need to ensure their websites meet the high standards expected by modern consumers. Those that succeed in providing a seamless and efficient online experience are more likely to thrive in the evolving digital marketplace.
Ultimately, prioritising usability, customer service, and clear product information is key to enhancing the online shopping experience and securing business success in the long term.
In conclusion, poor website usability has been clearly linked to damaging effects on B2B commerce. Businesses must prioritise enhancing their websites to meet modern standards.
By focusing on user experience, customer service, and clear product visuals, businesses can considerably improve their online commerce success.