Crunching the website marketing numbers

A website is key for meeting the needs of the new B2B buyer.

With nearly 75% of all B2B purchases being made online, ensuring that your website performs effectively is fundamental to good business performance. 

You’ve most likely already got a website – but here are some stats and benchmarks to help you use your site to edge out the competition.

Do I need to optimise my website for mobile?

If you want to reach the modern B2B customer – yes.

50% of B2B searches are made using a smartphone, with 40% of total B2B revenue being made through smartphone sales. 

And a mobile website makes sales quicker.

Having a website that is accessible via mobile can accelerate B2B purchase time by 20%.

Should I keep product/service information on the product page?

Slow down.

86% of visitors want to see product/service information on the homepage of your B2B website.

And 47% of people do this before looking anywhere else.

What else should I include on the site?

If you need a checklist of the key components of a high-performing B2B website, look no further.

My business is built on face-to-face relationships – do I really need to sell online? 

You bet.

The B2B e-commerce market is worth $6.7 Trillion, which is actually more than double the size of the B2C E-commerce market. 

And one third of B2B buyers would be inclined to select a seller who incorporates online sales functionalities.

These include;

  • Ordering through an online sales portal
  • Tracking orders
  • Managing returns 
  • Paying online

But how many B2B products is e-commerce actually relevant to?

More than you’d think.

75% of B2B sales are already being made online 

How does my website fit in with the rest of my marketing plan?

It needs to feel part of the bigger picture.

73% of B2B buyers say they want a personalised, B2C-like customer experience – which means your website needs to align with your social, your emails – even your salespeople.

How do I choose a web development platform?

It depends on your objectives.

The two frontrunners are HubSpot and WordPress.

HubSpot is aimed at the start out blogger, great at the basics and strong for lead-generation.

WordPress comes out top for pure web development. As it’s easier to modify than Hubspot, it allows for far more sophisticated website functionality. 

If you’d like further information on the differences between these two web development platforms, here’s a useful article. 

So there you have it – websites are the battleground for the modern B2B buyer, and yours needs to be up to scratch if you want to make an impression and generate leads.

If you’re looking for inspiration, here’s a website we made for research agency Savanta.

And if you need help making the most out of your web presence, drop us a line.

~ This post is part of the Earnest Crunching the numbers series ~


[Header photo: Marvin Meyer on Unsplash]


[Header photo: Marvin Meyer on Unsplash]