MDM forecasts a stronger 2025
Brian opened with data from MDM forecasting that 2024 would end on an upswing, followed by a stronger 2025. Andy noted that economic forecasts shift constantly, but what matters is where companies are placing their bets. Budget season is underway, and distributors are planning for growth.
What does great UI/UX mean in ecommerce?
Brian asked ChatGPT for a definition of great UI/UX in ecommerce. The answer: creating a seamless, intuitive, and engaging experience that guides users through the shopping process, enhances satisfaction, and drives conversion. It balances aesthetics with functionality, ensuring the design looks appealing and is easy to navigate. Brian connected this to his book, which emphasizes eliminating friction as a key measure of success in B2B.
The data on why UI/UX matters
Forrester research shows that websites with well-designed user interfaces can increase conversion rates by as much as 200%. But the B2B reality is different. Logic IO found that 60% of B2B websites deliver a negative experience. AWS research suggests companies that do not meet UX standards are missing out on 35% of potential web sales. The question is whether B2B companies have the appetite to invest at the level required to be great.
Great UI/UX design is like great athletics or great music. To go from good to great is an order of magnitude leap. Are you willing and able to invest that? I do not find many B2B companies are.
Andy Hoar, Master B2B
B2B buyers are different
Andy challenged the assumption that B2B should emulate consumer sites. B2B buyers are often efficient and task-oriented. They enter a part number, find what they need, and get out. They may not care about 360-degree views or elegant imagery. In some cases, visual elements can be an impediment to an efficient buying process. Eric Nebia from Fortune Brands made a related point in the comments: B2B buyers face switching costs that keep them on a site regardless of experience, and better UX may not increase sales if buyers already know what to buy.
Speed to answer is the metric that matters
Brian shared a rule of thumb: for every one-second delay in search results, conversion rates drop by about 7%. He described working with a large distributor whose site took minutes to return search results. It was their number one customer complaint. Customers continued to order because they had to, but the experience was unacceptable.
It does not have to be beautiful in B2B. It has to be fast and efficient. Therein lies the challenge in UX and UI in B2B. I think it is more important than B2C, but it has to be great in a different way.
Brian Beck, Master B2B
What Grainger gets right
Brian asked ChatGPT for the best example of B2B UI/UX, and Grainger came up. Their site is not the prettiest, but it is effective. They have invested for decades in getting customers to products quickly. They mimic B2C best practices where appropriate and layer in B2B requirements like technical specifications and complex configurations. Andy noted that the key to great UI/UX is knowing your customers. Grainger knows theirs.
Guided selling as an emerging practice
Andy mentioned guided selling as an emerging area in B2B search. Instead of leaving buyers with a blinking cursor, sites are parsing queries and asking clarifying questions: are you looking for this fastener in this temperature rating for this use case? The search becomes an intelligent guided browse. This matters more in B2B than in consumer because of the product complexity.
The poll: 73% say great is necessary
A LinkedIn poll asked whether great UI/UX is necessary in B2B or if good is good enough. The result: 73% said great is necessary. Andy noted the number is aspirational. If the question included the cost and timeline to achieve great, the result might be different.