Most B2B Websites Fail Miserably When it Comes to the Job of Selling

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New research on B2B sites from Nielsen Norman Group reveal that many companies are still designing for themselves rather than for their customers:

“They haven’t realized yet that the Web has reversed the relationship between companies and their customers, where most interactions are demand-driven and you either give people what they want or see them abandon your site for the competition.”

eMarketer.com describes the elements of bad design and the resulting perceptions detected by NNG included:

  • Incomplete product description, which creates skepticism
  • Overwhelming and convoluted content, which creates confusion
  • Convoluted navigational structure, which causes prospects to lose patience
  • Pushy marketing tactics, which cause annoyance and distrust
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