Dianna Huff and KoMarketing Associates Issue New 2014 B2B Web Usability Report

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Survey results show B2B vendor websites lack pricing, marketing collateral, and contact information – crucial information buyers need to move forward with the buying process.

Dianna Huff, a Web Marketing Strategist, and KoMarketing Associates, a B2B SEO Agency, have released the 2014 B2B Web Usability Report: What B2B Buyers Want from Vendor Websites. The report includes seven research findings, 17 data charts, and 20 key-takeaways for vendors that want to increase inquiries and leads from their websites. The 32-page report can be downloaded, without form submission from the KoMarketing website: http://www.komarketingassociates.com/b2b-web-usability-report-2014/.

In order to qualify vendors and move forward with the purchasing process, 43 percent of survey respondents indicated they need pricing, and 38 percent indicated they need marketing collateral, such as case studies, white papers and articles. Vendor websites, however, lack this crucial information, with respondents indicating that websites lack marketing collateral (54 percent), pricing information (50 percent), details about technical support and product reviews (42 percent each). Survey results also show that Contact and “About” information is key to establishing vendor credibility, according to 52 percent of respondents.

Most surprisingly, survey data shows that the lack of social media activity has minimal impact on the purchasing process, with 37 percent of respondents indicating it “wasn’t a factor,” and 30 percent stating it “was a factor but not a deal breaker.” Other survey data detail which website elements annoy users – enough to cause them to leave a website – and how buyers use mobile devices to search for vendor information.

“We developed the survey because we couldn’t find data on what buyers do once they get to a vendor’s website,” says Derek Edmond, Managing Partner of KoMarketing Associates. “Lots of data exists about the B2B sales process itself but nothing about the elements of a vendor website that buyers find most valuable, what information buyers need to in terms of building trust and credibility, and what buyers find frustrating and annoying. This report gives vendors this important information. We hope people find it helpful.”

About Dianna Huff
In business since 1998, Dianna Huff (http://www.diannahuff.com) helps companies create effective websites that tell their stories and get leads. Specifically, she specializes in messaging, content strategy and creation, and project management. Her client list includes companies large and small across the United States.

About KoMarketing Associates
KoMarketing (http://www.komarketingassociates.com) is a B2B online marketing agency specializing in search engine, social media, and content marketing. Celebrating over ten years of client success stories, KoMarketing helps build the connections that drive B2B business results through highly customized marketing programs.

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Casie Gillette
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