You'd think it's needless to talk about this in 2016, but the truth is that many B2B companies still dramatically underestimate the importance of impeccable user experience on their websites. A recent research from the Nielsen Norman Group showed that many B2B websites are “stuck in the 1990s," failing to provide the information that clients are looking for and offering an overall disastrous UX experience.
When was the last time you, as a regular user, went back to a website that provided you with a horrible user experience the first time? And, most importantly, why would your customers do that?
Obviously, this doesn't apply to everyone, there are fantastic UX designs out there that deserve a People's Choice award, but even if you are already one of them, take a couple minutes to review these UX tips B2B companies can use to increase their conversion rates.