Design Differences for B2B and B2C

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    In RuNet, there are many sites that do poorly for one reason: the designer, creating the visual appearance of this site, did not realize for whom the site is for an individual client or for the whole business.



    1. Visitor Responsibility Level


    First, you need to understand that visitors in these two cases are different people. In b2b, this is a person who thinks for the whole company. He also solves his personal interests, but first of all he solves the tasks of the whole organization as a whole.

    In the case of b2c, you usually need to sell something to a person who thinks only of himself and is not a specialist at the same time. This means that the style of communication between the site and the person should be simpler, with emphasis on emotional techniques. The client rarely will thoroughly understand the product - there are such people, but they are few.

    2. Social level


    A b2b site should communicate differently with the visitor already because it is most likely a person of a different social level: either the business owner, or the head of the procurement department, or something like that. He is much more versed in what he needs than a b2c client. He has been boiling in this business for several years and does not need any list of advantages such as "we are a young, dynamically developing company ...". He needs a case.

    3. Image vs Usability


    Website design for b2b needs more emphasis on image than in b2c. The buyer of the phone in the online store looks a little at the image: he looks more at the price, the convenience of the order, and so on. But the business client wants to make sure that the company that owns the site is serious. And this should be reflected in the style of the site: more minimalism, less pretentiousness.

    4. Conversion


    If you are making a b2b website, you need to understand that the conversion mechanisms will be different . Yes, it is convenient to buy a mobile phone by putting the goods in the “basket” on the site. But the company will not order spare parts for the elevator! And if it does, then after a call and discussion.

    5. Submission of information


    On the site for a retail client, you can describe the advantages of the company thesis, in four blocks with beautiful icons. But in b2b this will not work - we need real facts that will convince a businessman or middle / senior manager that the site tells the truth about the company.

    For example, to take advantage of some very specific and detailed moments that will show the expertise of the company owning the site. Only specialists will understand them - but for them, a website has been created.

    Or, if we are talking about the “Reviews” on the site: in b2c they can be wonderful done in the well-known format “Photo + name + link to a social network” or something like that. If you do so in b2b, it will only get worse! It is better to show letters of recommendation with signatures and seals (although they are often faked), an interview with the head of a well-known company in the industry, a story about what was done in collaboration.

    6. Decision making speed


    In b2b, you need to minimize stereotyped, banal decisions and cliches. It is necessary to convince the decision maker of their competence. You can’t count on “a fool”: the client thinks more difficult, and the price of the issue is different, and the level of responsibility.
    A retail customer can be encouraged to make a quick purchase. In b2b, it is better to rely on the visitor to remember the site (by the way about the image!), Leave contacts, get in touch in the future, carefully considering and weighing everything.

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