I don’t know of any manufacturer or industrial company that doesn’t want their website to generate more leads and grow sales. Do you? Yet, most supplier websites are failing to meet the buyer’s expectations. And that has nothing to do with industrial website design.
According to Acquity Group’s annual State of B2B Procurement study, “Although supplier websites are the most popular channels for conducting research online (according to 83 percent of respondents), buyers are not satisfied with the level of information offered—only 37 percent of B2B buyers who conduct research through a supplier’s website said it was the most helpful channel for this purpose.”
Here are some more key findings from the same study:
- Sixty-eight percent of B2B buyers now purchase goods online, up from 57 percent in the 2013
- Forty percent of buyers research more than half of goods under $10,000 online
- Thirty-one percent of buyers research more than half of goods costing $100,000 or more online
- Fifty-seven percent of business buyers have made an online purchase of $5,000 or more in the last year
- Less than half (48 percent) of respondents purchase goods online directly from suppliers, opting instead for third-party websites and other purchasing channels