Level up your B2B website performance with UX strategy, UX audits, and agile improvements.
It’s hard to know what’s working and not working on your website when you’ve become overly familiar with it.
UX Strategy starts with auditing how existing users are navigating your website, observing patterns and data that show what they’re looking for, and creating an action plan that combines:
- What your most qualified prospects are looking for.
- What actions you want them to take to engage with you, enter the sales process, and become profitable customers.
After all, your website is the hub of your B2B marketing, and its primary marketing function to attract, engage and convert your most qualified prospects and customers.
UX Strategy Research With a Bias for Action
The good news is UX strategy research doesn’t have to be complicated, expensive or time-consuming. We quickly assess readily available data like historical website analytics and heatmap data to isolate problems that could cause visitors to leave your site.
To help us learn how your site visitors experience and navigate your website’s content, we will use inexpensive yet useful online tools such a Hotjar, Google Analytics, CrazyEgg and others.
Sometimes, more in-depth conversations or interviews with your prospects and customers reveal what motivates them to buy. As part of defining your ICP and high-level personas — if they’re not fully crafted — we’ll interview individuals to gather critical insights that inform your key messages, value proposition and content strategy.
To create a new UX strategy, we identify several primary user-flows we want users to adopt. Some new prospects will require more storytelling, while existing customers may want to dive straight into technical information and user manuals. We’ll plan and test your UX strategy using a variety of feedback tools, including:
- Stakeholder reviews
- Clickable wireframes or mockups
- Card sort and tree testing
- User testing
- A/B testing
- Ongoing data analysis and analytics
A UX strategy action plan will generally address the homepage user experience first and foremost. It should include navigational improvements and a list of content you should create, modify or remove. We’ll also address key pages, user flows, calls to action, and conversion points throughout the site.
As part of an ongoing analytics and digital marketing engagement, we begin with a digital marketing strategy action plan, followed by monthly prioritized actions and a periodic website UX and performance review. Engagements can focus on UX and also cover website health and digital marketing performance. Throughout the process, it’s helpful to receive consistent feedback from your sales team.
Ultimately, the most critical performance metric is how many website visitors turn into quality leads and customers and how many of those customers you keep over the long haul — a measure of customer lifetime value.