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Pages Related to:
B2B Website Usability:Guidelines for Converting Business Users into Leads & Customers

1. Executive Summary

  • User Research
  • B2B vs. B2C
  • "Add to Cart" vs. Supporting the Full Buying Process
  • User-Hostile Design
2. Research Overview

  • Procedure
  • Websites Studied
3. Introduction

4. Personas: Putting Faces to Your Users

  • What are Personas?
  • Personas: User Types
    • Sam the Small-Biz Saver
    • Ashley the Office Admin
    • Erin the Enterprise Employee
    • Barbara the Boss
    • Pat the Professional Purchaser
  • Big Business Versus Small Business Differences
5. Success & Satisfaction Ratings of B2B Sites

  • Success Ratings
  • Satisfaction Ratings
  • Correlation Between Success and Satisfaction
  • Customer Priorities: Information Rankings
  • How Company Reputation Affects Ratings and Web Behavior
  • Designing for the Purchase Process
    • Purchasing Phases
6. B2B Usability Guidelines Summary

7. Guidelines: Phase 1, Research

  • Company Presence on the Web
  • Making It Easy for Prospects to Find You
  • Creating Good First Impressions
  • Helping People Choose the Right Product
  • Page Layout
  • Category Names and Navigational Structure
  • Search
  • Product Pages
  • Pricing Information
  • Getting Rates on Fedex.com
  • Product Images
  • Multimedia and Demonstration Videos
  • Designing Online Information for Offline Use
8. Guidelines: Phase 2, Relationship

  • Make Your Content Shine
  • Contact Information
  • Live Chat
    • User Initiated Chat
    • Uninitiated Chat
  • Registration and Online Account Management
  • Enhancing Credibility
  • Case Studies
  • White Papers & Technical Documents
  • Corporate Information
  • Tone & Writing Style
9. Guidelines: Phase 3, Decide

  • Comparison Tables
  • Presentation Materials
10. Guidelines: Phase 4, Buy

  • Call to Action
  • Shopping Cart and Checkout
  • Special Sectors
11. Guidelines: Phase 5, Support/Maintain

  • Supporting and Maintaining Customers
  • Partner-Specific Custom WebSites
12. Guidelines: Phase 6, Replace

  • Repair and Replace
  • Retaining Salience
  • The Online Impact of Offline Marketing Dollars
13. Methodology

  • Overview
  • Matrix for the Focus Group Sessions
  • The Participants
  • Tasks
  • Websites Tested

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