Investing in Your Business Website's User Experience

Anabeth McConnell Anabeth McConnell
April 2, 2023   |   7 min read time

A well-designed, intuitive website is essential for businesses to reach and engage customers. However, crafting a user experience (UX) that drives users to take action requires taking UX principles seriously. By exploring the basics of UX design, applying effective testing and monitoring strategies, as well as following current best practices, brands can unlock new opportunities by investing in their website’s user experience.


You know that an online presence is critical for any business in today’s digital world. Consumers expect companies to have their own websites which are not only informative but offer easy access to educate themselves about your products and services. As competition increases, having a website alone is no longer enough to stand out. That’s why B2B small to medium businesses must invest in proper UX design to create engaging user journeys and drive conversions.

Let’s explore what UX design is, how it affects customer engagement and tips for achieving success with modern UX design. Understanding the importance of user experience is the first step towards building a successful website that captivates and motivates its audience.

The Basics of User Experience Design for B2B Sites

User experience design optimizes a website to ensure it meets the needs of your target audience. It takes into account usability, accessibility, adaptability, content, visual elements, information architecture, navigation systems, and more. In other words, UX design allows businesses to remove “friction” from their site and create tailored experiences for visitors as they move through different areas of their site. Let’s look at three key components of UX design for B2Bs.

What is User Experience and Why Should You Care?

User experience or UX design refers to the process of designing a website so that the users feel comfortable while using it and find valuable information quickly. Good user experience improves customer satisfaction and makes customers feel secure during the purchase process.

Developers use various techniques such as emphasizing visuals, creating easy-to-follow navigation, providing helpful support chats, and offering detailed product descriptions to ensure users get the most out of their website experience. Therefore, if you want higher conversion rates, increased sales, and increased ROI, successful UX design is crucial for any business.

Identifying Your Target Audience to Create an Engaging User Journey

Here’s the thing - before diving into designing or optimizing a website, it’s important to identify who your target users are. Sure, you may have visitors come to your site that are not your ideal audience, but the goal is to convert ideal leads into paying customers. If you don’t know who you want to work with it’s hard to know what content and features your audience is needing from your website. Knowing who they are and what they need helps guide website development decisions. For example, if you're targeting a younger crowd, you may consider adding audio or video clips. On the other hand, if you’re targeting professionals, then ensuring clear and concise text is key. Having this knowledge beforehand avoids costly mistakes down the road.

Knowing your ideal audience personas can also help bring your targeted user to life. Identify common characteristics of your target user, such as age, job field, personality, interests, tech savviness, etc. Doing so enables developers to tailor the user experience for specific types of individuals. Once identified, website developers need to understand how these users interact with the website and how to make each visit as smooth and efficient as possible.

Principles of Good User Experience Design

Good user experience design has several core principles:

  • Usability – Ensuring visitors can easily accomplish tasks on the website.
  • Accessibility – Making sure all users can access the website and perform necessary functions.
  • Adaptability – Responsiveness across different devices and browsers.
  • Content – Creating meaningful content that resonates with viewers.
  • Visual Elements – Utilizing color, images, and icons to emphasize points.
  • Information Architecture – Creating organized structures to present information.
  • Navigation Systems – Intuitive pathfinding structures to help users find useful information.

By combining these principles, B2B companies can build effective websites aimed at capturing attention and driving conversions.

Applying UX Strategies To Enhance Your Site

Now that we've established a basic understanding of UX design, let’s go over some key strategies for enhancing the overall experience of your website.

Evaluating Your Existing Website’s UX

Reviewing current website analytics can provide insight into how users are interacting with the site. Look for patterns and trends where users are navigating away from certain pages or spending less time in specific sections. This helps identify potential areas of improvement for enhanced user experience.

Another tactic is to ask customers for feedback about their impressions of the website. Ask them to rate their satisfaction level with the functionality, design, and features offered. Taking feedback from existing customers helps refine the web page structure and inform future decisions.

Tools such as HotJar provide a great overview of how visitors interact with your site. Gain valuable insights by seeing how far they’re scrolling, what buttons are they clicking, and what content areas are they completely ignoring. Or, get feedback from real people on their experience with your website with a platform like UserTesting.

Developing a Comprehensive UX Plan

The next stage involves establishing a comprehensive UX plan. Start by developing a sitemap that clearly outlines the navigation structure of the website. Then, determine what type of media should be used to portray messages, such as videos, graphics, or animations. Finally, decide what type of emotional connection you want to create with the users through colors, typography, sounds, and interactions.

Once a plan is developed, work with the team to implement it. Make sure everyone understands the scope of the project and has allocated adequate time and resources. With good coordination, a proper UX plan can be put together without overwhelming the budget.

Strategies for Enhancing the Mobile Experience

As mobile usage grows, focus on optimizing the viewing experience for mobile screens. Many users now exclusively use their phones or tablets, meaning that sites must be designed for both larger and smaller devices. Consider various ways to increase convenience for mobile users, such as touchscreen capabilities and voice commands.

Also, examine how well the content fits within the channel. Streamline menus and forms, reduce unnecessary scrolling, and make sure links are easy to tap. Focusing on data speed, buttons and loading times can improve the overall user experience of your mobile users.

Leveraging Technology For Enhanced User Experiences

There are many technology solutions available to improve one’s user experience. Here are a few key technologies to consider using.

Utilizing A/B Testing to Optimize Content Delivery

A/B testing involves showing two versions of a single page or feature to a sample group of users in order to compare the performance of each. The results of this test can help identify changes that need to be made in order to better respond to the needs of its users.

Important Note: When performing A/B testing, test one element at a time. If not, you’ll have no idea which element is actually the real winner.

Introducing Chatbots To Improve Communication

Chatbots are becoming increasingly popular as they allow users to interact with websites using natural language. They enable businesses to answer customer questions effectively and efficiently. Deploying chatbot technology can save a considerable amount of time and cost for both businesses and consumers.

Integrating AI Tools for Automated Services

AI tools can analyze large amounts of data quickly, leading to faster decision-making when it comes to updating and maintaining a website. AI can automate many manual processes like gathering customer feedback, personalizing marketing campaigns, predicting consumer behavior, and much more. Incorporating such tools reduces labor costs and enhances the overall user experience.

Measuring the Impact of UX Changes

Measuring website performance allows businesses to see whether or not changes are having the desired effect on the user experience. Several metrics should be tracked to measure the impact of UX changes.

Tracking Conversions and Bounce Rates

Tracking the number of people who take desired actions after visiting your website, such as subscribing to a newsletter, downloading an eBook, or making a purchase, offers insights into how well the UX design is working. Additionally, tracking the bounce rate tells you how often visitors leave the webpage without clicking further. Comparing these numbers before and after changes to the website helps evaluate effectiveness.

Analyzing User Behavior in Real Time

Analyzing user behavior in real-time shows what works and what doesn't. This helps uncover potential problems in navigation and flow. This analysis also highlights areas that need improvements by enabling testers to see how users interact with different parts of the website.

Key Performance Indicators to Monitor

Monitoring key performance indicators provides a broad overview of the overall health of the user experience. Examples of KPIs include session duration, click-through rate, task completion rate, error rate, and utilization frequency. Keeping an eye on these metrics gives an indication of how successful user experience designs are.

Best Practices for Boosting User Experience

Businesses need to stay up to date with the latest trends to remain competitive and connect with users. Here are some best practices for boosting user experiences.

Creating Intuitive Navigation Systems

Navigation systems should be structured with simplicity in mind. Group similar topics together and label them clearly. Display options in an orderly manner and break long lists into categories. Also, associate associated words with main menu items to boost user confidence.

Adding Personalized Elements

Personalization strategies such as greetings, recommendations, and history-based suggestions show users that the website remembers their preferences and assists them in reaching their goals. Customizing the user journey according to individual tastes and preferences will create a relationship between the user and the website, resulting in an improved user experience.

Establishing Consistent Brand Messaging

Make sure that the messaging is consistent across all channels and platforms. This builds trust and recognition with users, impacting their perception of the company. Ensure that logo, tagline, font style, color palette, tone of voice, and images are maintained throughout.

Key Takeaways

Investing in your website’s user experience is essential to unlocking business growth. Schedule some time and start digging into ways you can improve your website.

  • Establish the basics of user experience design including identifying target audiences and adhering to core principles.
  • Apply effective strategies for optimizing user experience such as evaluating existing websites, developing comprehensive plans, and enhancing mobile views.
  • Leverage technology for automated services and gather feedback with A/B testing, chatbots, and AI tools.
  • Track relevant metrics to monitor the performance of user experiences and follow best practices for optimal outcomes.

By understanding the fundamentals of UX design and implementing targeted strategies, businesses can create powerful engaging experiences that meet the needs of their target audience. Furthermore, utilizing new technologies and measuring key performance indicators enable businesses to optimize user experience for maximum efficiency. Finally, following best practices for modern UX design can help set a brand apart from competitors. Overall, focusing on user experience yields positive returns for businesses of all sizes.

Website Content Planner Guide

Download our Website Content Planner Guide to help kick off your HubSpot website redesign project!

Download Now ›

HubSpot Website Content Planner

Want more? Subscribe Now!

Free Design Assessment