B2B sites have far worse user experience than consumer sites [Forbes Magazine]

Even though there is substantially more money at stake in the sales opportunities on B2B websites versus B2C websites, most B2B sites have a far worse user experience than consumer sites.

The result, according to new research by usability expert Jakob Nielsen, is that people using B2B sites accomplish what they set out to do only 58% of the time compared to a significantly higher 66% success rate on consumer e-commerce sites.

The findings from Nielsen Norman Group’s first-ever B2B website study are presented in a report released today entitled, “B2B Website Usability: Design Guidelines for Converting Business Users into Leads and Customers,” co-authored by Nielsen, Hoa Loranger and Chris Nodder.

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