B-to-B: Turn Your Web Site’s Homepage Into a Winner
6. Give users a method to contact you immediately. When it comes to b-to-b merchants, that often means a telephone number. Africa pointed out that 30 percent of all b-to-b orders are placed on the phone.
7. Give an adequate representation of the products you offer. Avoid showcasing too few or too many products. Africa suggested using analysis to determine how many products you need to feature on both the entry page and Web site as a whole. Next, determine how often you should change your offering and whether dynamic entry pages will improve your conversion. Make sure to analyze which products you should show, said Africa. Finally, test whether to theme or not to theme the products featured. Themes may include new products, bestsellers, or grouping products by category or seasonal use.
8. Show a lifestyle image on the site.”Images of real people tend to work best,” said Africa. “Customers want evidence that someone just like them was here.”
9. Establish navigation standards, and don’t change them. Site visitors like familiarity, said Africa.
10. Use perpetual navigation. Customers should be able to retrace their steps, moving easily back and forth between previously viewed pages. Also keep the shopping cart and secure shopping information on hand, said Africa. The shopping cart should stay with the customer as he or she navigates your site.
To contact Amy Africa, e-mail her at email@example.com or call (802) 878-8944.