|  Posted: by
Business-to-Business Websites

 
Many B2B websites fail at their primary objective: To help B2B buyers do their job; buying, that is. They forget that B2B buyers are also consumers who are increasingly making purchases online. This affects their expectations of how any website, including B2B websites, is supposed to work.
 
Many B2B sites are purposely vague or use self-aggrandizing jargon to entice potential buyers to call. The problem is that B2B buyers are busy people. They don’t want to waste time hearing a sales pitch unless they think you have something they want.
 
B2B websites should b…

Read entire entry »

 |  Posted: by
Usability Testing

 
A recent study about online shopping from Big Commerce asked about what factors influence shoppers to buy online. Not surprisingly, the first one is price (87%). After price, the other 6 factors influencing purchase decisions are related to different aspects of the service or the product/brand: shipping cost (87%), product variety (71%), discount offers (71%), trustworthy reviews (68%), return policy (68%), and brand reputation (67%).
 
Once these key aspects of the service are considered, the user experience kicks in. Over 6 out of 10 (64%) shoppers mentioned “Simple sit…

Read entire entry »

 |  Posted: by
Rebranding Cartoon

This cartoon of Tom Fishburne about rebranding brought memories back of my time as Director of Research for Blockbuster Online, when we launched Blockbuster Total Access, the service with which you could rent movies online, exchange them for new movies at the store, and watch them while you waited for new movies to arrive by mail.
 
As part of the launch we decided to redesign the envelop in which movies were sent out by mail to differentiate it from the old online rental service and highlight the value added by the new service, so a rebranding exercise got started. We got more than…

Read entire entry »

 |  Posted: by

Qualitative research, done well, can provide deep insights into many issues, but those who resist doing it argue that it is slow, difficult, and subjective. At the recent MRA Insight & Strategy Conference, Jim Bryson, CEO at 20|20 Research discussed how to speed up qualitative research projects, make them easier, and mor…

Read entire entry »