R[E]D – Research : Emotion : Design

A Brand Research and Development Strategy Firm

What B2B Buyers Want From Vendor Websites

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Easily accessible contact information is the most import thing on a B2B vendor website, according to a recent report from Dianna Huff and KoMarketing Associates.

Over two-thirds (68%) of B2B buyers say a vendor’s address and contact information is critically important on a site and 55% indicate they’ll leave if it isn’t available.

Moreover, 51% of buyers say having thorough contact/about information is the best way for a vendor’s website to establish credibility.

Most of the B2B buyers surveyed (81%) say they like to contact vendors via email; telephone is the second choice (58%). Only 39% like to use a contact form, yet that is the most common option provided by vendors.

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 Below, additional key findings from the report, which was based on data from a survey of 175 B2B buyers.

‘Must Have’ Content

        • After contact information, buyers say pricing is the most important content on a vendor website; 43% of respondents say it is a “must have.”
        • 38% say technical support information is key, and the same proportion say case studies, whitepapers, articles, and blog posts are essential.

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Homepage Expectations

        • 90% of buyers want to see product/services information on vendors’ homepages.
        • Buyers also want to see about/company information (61%), marketing collateral (37%), and testimonials (36%).
        • Fewer buyers look for social media buttons (24%) or links to a blog (22%).

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Why Buyers Leave Sites

        • Asked which website elements annoy them or cause them to click out of a page, most respondents (93%) cited video or audio that plays automatically.
        • Buyers also do not like animated ads that crawl across the page or pop ups (88%), lack of message/can’t tell what a company offers (83%), and lack of contact information (79%).

leave-komarketing

Author / Ayaz Nanji
Source / marketingprofs.com
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