In our last blog post, we talked about B2B website design. The buying process for B2C, however, is usually much more simplified than that for B2B. The major difference is that a consumer often buys something based on emotion or even impulse―and he doesn’t have to go through multiple stages of approval. Your website gives you direct access to the person who will be making the purchase, which is a powerful thing! So what does this mean in terms of B2C website design? Here are a few key points to keep in mind:
Connect with the customers. Just as with B2B, it’s helpful to first do some market research to find out what emotional need your product/service fulfills. This makes it easier to appeal to their emotions through the copy and design. Use catchy headlines and captivating visuals. Differentiate yourself from the competition. Incorporate a blog and update it regularly (the fresh content not only provides a reason for people to return to your site, but also helps improve your SEO).
Focus on clear pricing and product photos. Let’s face it, the first question most people have is, How much will it cost me? And they don’t want to dig to find the price. Product photography should also be right up there on your priority list. A viewer to your site can’t touch and feel the item, so make sure they get the best possible impression from the photo itself.
Keep the path to the purchase obstacle-free. A fast, convenient, uninterrupted checkout process should be a top priority in B2C website design (if e-commerce is involved). Don’t trip up customers with a clunky framework or shopping cart that will make them click away from your site. You can also be a bit more aggressive with your calls-to-action that lead customers to an actual purchase.
Encourage social interaction. Clearly promote your social media profiles on your website. If someone is interested in your product or service, chances are he or she will want to follow you on Facebook, Instagram, etc. A visitor to your site may not make a purchase today. But you just never know when one of your social media posts might bring them back to buy tomorrow!
Be responsive. Remember this one from our B2B website design post? Yep, we’re using it again. It’s just that important! Think about how often people are on-the-go using their mobile devices. They’re not just checking the weather or finding out where the nearest gas station is. They’re also shopping online and making purchases. If your website isn’t mobile-friendly, there’s a very good chance you could be missing out on new leads and sales.
Luckily WordPress (our preferred CMS) offers a ton of B2C-friendly themes that are beautiful, functional, and mobile-responsive. Not to mention making it easy to offer e-commerce and incorporate a blog.
Hopefully these past two posts have helped to highlight the key components of effective B2B and B2C website design. We’ve got experience in both areas, so contact us if you have any questions!