B2b Vs B2c Websites
B2b Vs B2c Websites
Abstract
This paper will contain detailed information regarding specialized websites designed exclusively for B2B and B2C. A comparison of the functionality of each category of web sites will be made, providing examples and details of each category.
B2B vs. B2C
Regardless of the high complexity of transactions that are conducted through B2B sites, B2B websites are usually less user-friendly then B2C sites. In real life, however, if the scenario is more complex the use of supportive user interfaces becomes more necessary. B2B transactions are more complex in the sense that a B2B consumer has many more decisions to make regarding the product ranging from quantity, to several different kinds of products. B2B websites should be more user-friendly then B2C, but due to the complexity of the transactions, companies take advantage and put less effort on improving their sites. B2B transactions are usually big service contracts or big-bill purchases. The products and services that the B2B sites have to offer are usually very uncommon and with very complex specifications. Decisions made in B2B transactions can have long-term significance. A B2B customer most of the time is not only making one purchase, but establishing a long-term relationship with the vendor that will need support, follow-up, and the future add-ons and enhancements. (Warholic, 2007)
For al these motives, multi-criteria decision-making and research, overwhelm the B2B customer experience, this is why a much wider range of information must be provided in B2B sites then what is common in B2C sites. A B2B site has to have available simple facts that can be quickly and easily comprehended by a prospect that is just looking around to see what is on hand and for the best deal. The B2B site must be able to provide detailed white papers to help buyers comprehend concepts like return on investment (ROI) and total cost of ownership, and whether the product will suite the customer’s final expectations. Another big difference is that B2C customers are often buying for themselves and they have the power to make the decision by themselves. Another aspect about B2C buyers is that they do not have the necessity to involve a third party or department. In a B2B transaction, the buyer often has to involve a third party or another department in order to make the right decision and to obtain the approval of his / her superiors. A B2B website must be designed for a wide range of users with different needs. Based on user research, five personas were defined as examples of main users of B2B sites.
Sergio the Small Business Saver
Victoria the Office Administrator
Nathalie the Boss
Isabella the Enterprise Employee
Alex the Professional Purchaser
As it can be seen on the examples, all the mentioned B2B consumers have different roles within their organizations; therefore every one of them is unique and has different needs. (Warholic, 2007)
“Add to Cart” vs. Fully Supported Buying Process
One of the most notorious differences between B2B and B2C sites might be in most cases that the B2B companies do not see themselves as e-business participants. Perhaps one of the reasons could be the fact that most B2B websites do not have shopping carts. In most of the cases, the traditional B2B product cannot be purchased through the usual “Add to Cart” button. The usual B2B product often needs to be custom-made, or require other kinds of hand-made fabrication. Another reason could be that prices might not be fixed but rather adjusted to each buyer. Nevertheless, the lack of the “Add to Cart” button does not necessarily mean that all B2B websites are totally forgotten and not kept up-to-date. The B2B websites must still support the many other steps in the buying process including the post-sale stages, which are very important to the buyers’ long-term brand loyalty. (Golden, 2007)
Many complex products require supplies, replacement parts, and other consumables, which can perfectly suit e-business. Another important fact is that B2B websites can be good lead-generators, which means that prospects are going to come back to this websites