How does B2B UX vary from B2C?

Great UX is all about providing meaningful and relevant experiences to users – and in the current climate, showing empathy for your audience is more important than ever. But great UX in a B2C context is not necessarily the same in B2B. Consider some of the key differences between B2C and B2B consumers:

Please note this table presents a generalised picture and will vary depending on the nature of your brand, product and audience.

These differences have clear implications for how you approach UX on a B2B site. For example:

1) CTAs 

In B2C, CTAs are likely to be direct – e.g. “buy now”, “add to basket” etc. On a B2B site, they are more likely to be “find out more” or “request a quote” or “speak to a sales advisor”. The aim is to nudge B2B purchasers down the sales funnel rather than to close an immediate sale.

2) Detailed information

Initial visitors to a B2B site may be front-line employees who, if they feel it is suitable, may refer it to their managers who in turn may share it with other stakeholders – marketing, legal, procurement and so on.  Different stakeholders will have different needs. Providing information that speaks to multiple audiences and helps to justify their decision-making (often against set criteria) is important. This means providing product specs, brochures, demos, compliance information, comparison charts, webinars, podcasts and so on. Presenting this content in a way that doesn’t overwhelm or confuse the user is crucial – which means having a considered strategy in place.

3) Building trust 

This is true in any sector but the number of decision-makers in B2B and the rational nature of the purchase means establishing trust is essential. Case studies, testimonials, awards and industry accreditations, plus active social channels, will all send trust signals.

4) Facilitating relationships 

Whereas data capture for a B2C site may be simple – e.g. name and email address – it may be more detailed for a B2B audience. What is your role? What’s the nature of your business challenge? What size company are you? What is your ballpark budget? This information will help the sales team shape a tailored response. In a similar vein, providing multiple ways for B2B customers to interact with you will help establish a relationship – live chat, email, SMS, make an appointment etc.

5) And finally: don’t forget cultural UX

Regardless of whether you’re B2C or B2B, remember that UX may vary across cultures. Graphical elements, photography, design layouts, colour choices and word combinations which work well in one market might fail – or even be considered off-putting – in others. At Oban, our LIMEs – Local In-Market Experts – provide UX recommendations tailored to specific regions and countries. Please get in touch to find out more.

Grecia Garcia | International Digital Strategist

Oban International is the digital marketing agency specialising in international expansion. Our LIME (Local In-Market Expert) Network provides up to date cultural input and insights from over 80 markets around the world, helping clients realise the best marketing opportunities and avoid the costliest mistakes.