Is your company a B2B or B2C?
Performance will look a lot different depending on your market.
The majority of website performance research is based on B2C (Business to Consumer) companies selling products. What if you are a service business selling to other businesses? What can you expect from the performance of your website?
It is better to have 9 hits/day and all 9 become customers, verses 9000 hits/day and no sales.
Compare B2B with B2C Websites
|1.||Long Sales Cycle/ Long Relationship||1. Buy or Not – but also Return Sales|
|2.||Low Traffic||2. Audience – Strangers|
|3.||Traffic Source – Direct||3. Traffic Source – Search|
|4.||Content – Struggle to Update||4. Constant Updates|
|5.||Call to Action = Build a Relationship||5. Call to Action = Buy/ Sign-up|
1. Sales Cycle
When selling products or services to other businesses, your goal will be to develop a relationship with that customer in order to lock out your competition. Most of your sales won’t happen in just one encounter. If this is true for your business, then a high performing website will help initiate or further the relationship, but will not close the sale immediately, if at all. This is a big contrast to Consumer markets where customers may buy from multiple vendors and the goal is to get the sale while you have their attention the first time.
2. Traffic Numbers & 3. Traffic Sources
For Commercial businesses, website traffic will grow as your company becomes well known and your client base grows. The majority of people visiting your website will have heard of you before coming to your website and will be researching you as a vendor. You will notice in your website analytics that people find your site using different variations of your company name and website address. Traffic volume may be smaller for B2B sites, but visitors are usually more targeted. More targeted traffic will result in more contacts. Consumer markets will need to drive large traffic numbers and rely on search traffic more to generate the volume of sales needed.
4. Content Updates
No matter what market, your website needs frequent updates. If you are selling products to consumers, it will be easy to find updates with new products, sales, promotions, support, etc. For commercial businesses, you will still need the same frequency of updates, but it will be important to plan a website that allows for growth and change and create a strategy to always provide new/updated content to your website.
5. Call to Action
What small step could a visitor take in order to initiate a relationship or continue a relationship with your company? Request an appointment? Download information? Sign-up for a newsletter? What action completed on your website would help move potential clients through the sales process faster?