B2B website optimization generates sales leads for manufacturer

A building products manufacturer needed guidance on how to optimize a new B2B website design for different professional audiences

The Challenge

Poor performing B2B website needed revamp

The building products manufacturer received poor feedback on its B2B website user experience. The clunky design was causing it to lose sales leads, and it was under pressure to make improvements. Having hired a marketing agency to build a better B2B website, the manufacturer wanted to have confidence that the new site would be effective in improving UX and lead generation. It needed a B2B market research company experienced in manufacturing market research to design an effective concept testing study for its new website.

Our Approach

Qualitative study to solicit feedback from customers

Werk Insight, a B2B market research agency, designed a B2B qualitative research study to determine how customers used the client’s website and similar websites. It was split into two phases of qualitative interviews with existing and potential customers.

In the first phase, we conducted 5-10 qualitative interviews with customers to gather their feedback on the UX/usability of the current website. This led to a clear roadmap of desired improvements to guide the development of the new website.

In the second phase, we conducted 5-10 qualitative interviews with customers to assess the wireframes for a potential new B2B website. This was to make sure that the redesigned website accurately captured the audience’s needs before it entered final development.

The Insight

The new B2B website launch was a success

Through close collaboration with the manufacturer and their marketing agency, the new B2B website was launched. It received favorable reviews from customers for its usability, and lead generation from the website increased.