Who Uses Your B2B Website and What Do They Need?

In this first installment of the eCom Buzz, we're diving into a key question for any B2B website owner: Who uses your website, and what do they need? Whether you're in manufacturing, reselling, or any other vertical, understanding your primary users from a functional perspective can help you optimize your site and boost your sales. We can break it down into three main user groups.

When you think about your website users, the first group that likely comes to mind is the end user. This category can be quite broad, encompassing anyone from homeowners to manufacturers. Here’s what they typically need:

• Pricing and Inventory: Most end users want to know the cost and availability of your products right away. If you don’t display prices, a "Request a Quote" option can work, but immediate pricing is most often preferred.
• Delivery Time: Quick and clear information about delivery times is crucial. In fact, this carries over to what happens after a purchase is made, and you can check out this article that touches on the topic more.
• Installation Instructions: Many end users aren’t necessarily technical. They need clear installation instructions, material safety data sheets, and other relevant documentation.
• Calls to Action: Ensure you have options like "Add to Cart" or "Request a Quote" to facilitate their purchasing journey.

It's best to assume that your average end user is not the most technical, so make your information accessible and as straightforward as possible.

This group is often overlooked but incredibly important. Architects and engineers might be the ones speccing out your product for a project. They have specific needs that differ from an average website user:

• Detailed Information: They need comprehensive data to make informed decisions. This can include technical specifications, compliance information, and detailed product descriptions.
• Ease of Access: The easier it is to find this information, the more likely they are to recommend your product.
• Efficiency: They’re not there to make purchases; they’re looking to gather information quickly to move on with their projects.

By making your product data clear and accessible, you can position your company as easy to work with, which can be a key differentiator in the marketplace.

This group is a mix of technical know-how and customer interaction. They have specific requirements, too:

• Inventory and Delivery: Like end users, they need current inventory status and delivery times.
• Applicable Pricing: They require specific pricing, often tied to their customer group or purchasing history.
• Order Flexibility: Options for purchasing and shipping to different addresses are essential, including blind shipping.
• Efficiency: They're usually in a hurry, so providing them with quick access to the information they need is crucial.

These users bridge the gap between the technical and the functional, requiring a seamless user experience to serve their customers effectively.

Understanding these three user groups—end users, architects and engineers, and dealers/customer service reps—from a functional perspective is vital. Each group has needs that, when met, can enhance their experience on your site and improve your overall business success. Remember, it’s not just about who is using your site, but what they need to get the job done efficiently and effectively. Not meeting these needs may create frustration for your users, which could potentially drive them to your competitors. Optimize your website to cater to these needs, and you’ll surely see the benefits in your sales and customer satisfaction.