How to improve user experience (UX) in the B2B sector

Only 14% of B2B companies take user experience UI UX design services into account to carry out their strategies and increase their sales.

According to Forrester , in 2021, B2B e-commerce will account for 13.1% of all B2B sales in the United States , experiencing a continued increase from 11% in 2017.

According to McKinsey , B2B user experience ratings are much lower than in the B2C sector . We found that B2B companies have an average of 50% and B2C companies are between 65% and 85%. These figures show that the majority of B2B audiences are dissatisfied with the online interactions they have with companies in this sector.

User experience or (UX) is a very important factor for websites to streamline and guarantee purchasing processes . Throughout this post, we are going to see how to improve the user experience within the B2B sector.

What is user experience (UX)?

We understand user experience (UX) as the entire process that the user carries out when they interact with a product or service . That is, they are all the perceptions that the user has about a product or service; easy to use, easy to acquire, aesthetically beautiful, not very useful... that is, any positive or negative attribute about the product or service.

When the user experience is positive, it denotes a series of benefits in your company , such as increased sales, better positioning in the consumer's mind, more visibility and more recommendations from users.

Currently , emotional aspects play a fundamental role in the user experience . Emotional marketing is on the rise. People are moved by feelings. This is why it is important to reach the hearts of users by providing them with a positive experience.

How to improve user experience (UX) in the B2B sector

Website with UX design

Website design for the B2B sector is essential to help improve the user experience . In this case, customization will be the key. Knowing your Buyer Persona will be crucial so that your website design focuses exclusively on them, and thus guarantee a good user experience.

In this link you will find the bases for the design of a perfect website.

Understandable interface

Your interface must be clear and understandable. You don't have to show everything everywhere, but everything should have its place on your website.

For example, the menus, depending on the page the user is on, may vary, as well as the type of information or featured banners that appear on it. Provide fair, necessary and essential information.

Site Menu

The navigation menu must be visible on all pages to allow the user to move freely around the website comfortably . As we have commented in the previous section, this may vary depending on the page the user is on.

Another aspect to keep in mind so that your website is well optimized is that in the menu it would be convenient for you to add the main keywords of your site, in this way you help positioning. In addition to helping the user quickly and clearly identify what they are looking for.

Loading speed

A website that takes more than 2-3 seconds to load can cause an 80% bounce rate . Waiting time is something that users do not like, they want speed and immediacy. This is why it is important to take into account the weight of the images, eliminating files that are not necessary, having only essential plugins installed, etc., will ensure that you have a much faster loading speed.


There are very large websites, this sometimes makes it difficult to show all the content at a glance, since otherwise it will harm the user experience. One of the ways to solve this problem is by adding an internal search engine that makes it easier to search quickly and easily for what you are interested in .


Content is one of the most important aspects currently, since it helps in the SEO positioning of a website. But not only this, blogs also help to provide added value to the user and improve their experience.