In this series, I’ll focus on illuminating some of the little things in today’s popular UX techniques that can make the difference between a user bouncing and a user becoming a lead.
Forget B2B and B2C, think B2U
With every new project, each member of a web team has new recommendation for UX that’s different from the others. It’s a very subjective area, but so is just about everything in the arena of creative execution. What makes UX fun is how it can translate analytics so clearly into insights on what’s working and what’s not. It’s not easy to measure how each pair of eyes interacted with the aesthetics of a page, but, with the right strategy, you can see their every move.
Over time, we’ve had success with various UX techniques, effects, and strategies, but it’s a mindset––a perspective––that I believe is the key differentiator between successful UX and failed UX. That perspective is B2U.
Take 10 people from the same office, doing the same job function, and observe their user behavior as they navigate the same website. I guarantee you’ll see 10 different experiences from site landing to site departure. Now, factor in the following: some users are on Macs, some are on PCs, and some are on different mobile devices with different operating systems. These are 10 different profiles. 10 different personas using different browsers and different versions of those browsers. But they all have one thing in common: they’re a user.
B2B and B2C are two totally different arenas, we all learned that in 101. And, rightfully so, a company must define a marketing initiative as one or the other. But when you’re building your corporate website, it’s a user no matter what, and that user wants to get what they want and get out. If you convince them to stay and hang out, then great, but a B2B user’s habits and preferences don’t change, whether he’s researching new vendors at the office, or surfing golf sites for a way to lick that nasty hook.
It might seem obvious, but apparently not. B2B sites seem to be the culprits more so than the B2C sites. They could take a page or two from the consumer-ish nature of B2C sites. It’s the little things that matter.