Optimizing your Website’s Navigation for B2B Buyers

Which parts of your Website directly contribute to revenue generation –  and which ones – while important – don’t really move purchases down the field?

That’s the question we set out to answer when we mapped 1,200 types of content, features, & capabilities to your customer’s B2B buying process.

What we ended up with is a crystal clear view of how to optimize your Website around your company’s B2B buyers and purchase influencers.

A roadmap that allows you to cut through the daily chaos & clutter — and clearly prioritize your projects and resources against business goals. The kinds of facts your team needs to communicate with hard-to-please executives who are primarily (ok, only) interested in how your Website contributes to the bottom line.

• Overview
• Perfect For
• In the Report
• Excerpts
• About the Index
• How to Buy

• Since all great Websites are built from the bottom up, our first report in this series tackles the most crucial part of the B2B buying puzzle: how to optimize your site’s navigation around your company’s B2B buyers.

  Here’s why we think you’ll love this report.

  • It identifies why audience- and task-centered navigation is more important than you might think – why site personalization will give your site a crucial competitive advantage — and why paying attention to support and training matters.
  • Maps your site’s current navigational capabilities to five buying steps your B2B customers use to research and select your products;
  • Identifies the 49 types of B2B navigation your site must provide – and the capabilities that are absolute industry requirements; and
  • Gives you a master plan that will laser focus your team on what counts, why it counts – and the competitive sites that do it best.

  Want to know more about the B2B Buying Process? These blogs will tell you all about it–and share a bit about what we learned:

  Hitting a B2B Navigation home run: Three things you should do this year

  First Take | B2B Buying Process – Navigation

• If Website navigation isn’t your thing, you’ll probably find some of our other reports more useful. On the other hand, if you want to stop your B2B buyers from hitting the exit before reaching the checkout line, this report is for you. Here’s who will benefit most from this report:

  • Teams whose collective feet are held to the fire to convert Website visitors to real sales prospects.
  • Digital & Web strategy directors & managers who are responsible for bridging the chasm between Website marketing and sales.
  • User experience (UX) professionals burning the midnight oil to help your B2B prospects seamlessly find the information they need to become your customers.
  • Digital & Web marketing managers who know that first-rate navigation plays a huge role in the B2B the buying process.
  • Competitive, usability, and visitor satisfaction analytics managers who need metrics to show how well your Website converts visitors to sales opportunities.

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  Here’s Why

  Our clients tell us that they use our reports to:

  • Cut through the competitive clutter and laser focus on the B2B sites that deliver good & best practices in navigation, call to action, eSelling, and eCommerce.
  • Get a bird’s eye view of which B2B sites are the most usable—and exactly where they excel.
  • Identify which B2B sites deliver the perfect combination of navigation features, click streams & call to action — and where their teams need to go back to the drawing board.
  • Educate their executives, stakeholders & agency partners about the company’s eSelling click streams, features, and challenges, and gain consensus to develop a master improvement plan.

• Here’s why we think you’ll love this 23 page report.

  We start by giving you the big picture.

  • The report starts by explaining the 5 steps that define how your B2B buyers and influencers identify, vet, research and select your products (and those offered by your competitors);
  • Moves on to explain why audience- and task-centered navigation is more important than you might think – why site personalization will give your site a crucial competitive advantage — and why paying attention to support and training matters — and that’s just for starters.
  • Maps your site’s current navigational capabilities to the five B2B buying steps identified in the report;
  • Identifies the 49 types of B2B navigation your site must provide – and the capabilities that are absolute industry requirements; and
  • Gives you a master plan that will laser focus your team on what counts, why it counts – and the competitive sites that do it best.

  Think of it as a way to cut through the competitive clutter and laser focus your team on the B2B powerhouses that really matter.

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  Then we give you the master plan.

  • We list 102 types of navigation features and capabilities provided on best-in-class Websites — and the 49 capabilities that are intrinsic to the B2B buying process;
  • Identify each item’s competitive importance, relative investment requirement, and whether it is an industry standard;
  • Give you a competitive road map that identifies which sites provide all of these navigational capabilities — and graphs that show you who does it best.

  Think of it as your master plan to build a B2B powerhouse  — and see where the holes are in your competitors’ B2B strategies.

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  Speaking of Inspiration.

  Since a picture’s worth a thousand words, we’ve also included four of our favorite navigation case studies that show the innovative techniques leading Websites are using in their B2B Website strategies. These bonus case studies are our gift to you.

  This report also includes 14 graphs, charts, and tables — perfect to educate your stakeholders and make a business case with executives.

  • Bar charts show how these sites’ B2B navigation capabilities rank, rate & compare.
  • Competitive eMAPs pinpoint real B2B leaders at a glance.

  Want to know what’s in the report page-by-page? Check out the simple Table of Contents.

• Facts are great – but graphs are better. That’s why all of our reports are packed with graphs you can use to make your case. Here’s an interesting snapshot from this report.

  

   

  But sometimes nothing beats the written word. These two blogs will tell you all about the B2B buying process and share some tidbits on what we found:

  Hitting a B2B Navigation home run: Three things you should do this year

  First Take | B2B Buying Process – Navigation

• Some companies evaluate cars and toasters. We evaluate Websites.

  Twice a year, we audit and evaluate the 23 Websites that represent the best-of-the-best on the IT Web. We put them through their usability paces. We score them based on over 1,200 types of content, features, & capabilities across eighteen Website zones & cross-site utilities.

  Then we rank and rate them based on the results.

  Our clients use the siteIQ eBusiness Index rankings to:

  • Accurately identify how their Websites compete on the Web.
  • Check if their Websites are gaining or losing ground to competitors and industry requirements.
  • See where time & treasure are paying off.
  • Focus on the sites that are changing user expectations & behaviors – and are setting new standards on the IT Web.

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  Note: This file is delivered in .ZIP format containing your report and 4 bonus case studies.

  Buy and Download this report now

  Price: $45.00