Easily accessible contact information is the most import thing on a B2B vendor website, according to a recent report from Dianna Huff and KoMarketing Associates.
Over two-thirds (68%) of B2B buyers say a vendor's address and contact information is critically important on a site and 55% indicate they’ll leave if it isn't available.
Moreover, 51% of buyers say having thorough contact/about information is the best way for a vendor's website to establish credibility.
Most of the B2B buyers surveyed (81%) say they like to contact vendors via email; telephone is the second choice (58%). Only 39% like to use a contact form, yet that is the most common option provided by vendors.
Below, additional key findings from the report, which was based on data from a survey of 175 B2B buyers.
'Must Have' Content
- After contact information, buyers say pricing is the most important content on a vendor website; 43% of respondents say it is a "must have."
- 38% say technical support information is key, and the same proportion say case studies, whitepapers, articles, and blog posts are essential.
Homepage Expectations
- 90% of buyers want to see product/services information on vendors' homepages.
- Buyers also want to see about/company information (61%), marketing collateral (37%), and testimonials (36%).
- Fewer buyers look for social media buttons (24%) or links to a blog (22%).
Why Buyers Leave Sites
- Asked which website elements annoy them or cause them to click out of a page, most respondents (93%) cited video or audio that plays automatically.
- Buyers also do not like animated ads that crawl across the page or pop ups (88%), lack of message/can’t tell what a company offers (83%), and lack of contact information (79%).
About the research: The report was based on data from an online survey of 175 B2B buyers conducted in October 2013.
