One of the most vital industries our Toronto web designers focus on is custom website design for B2C companies. Since 2003 our Toronto web design company has worked with business to consumer companies of all shapes and sizes across many different industries. With our years of experience, hand-crafting beautiful B2C web design comes the knowledge and know-how to take help your e-commerce business meet and often exceed marketing goals.
Our Toronto web design agency specialises in e-Commerce website design for B2C companies. We utilise our knowledge and understanding while relying on the following B2C website design best practices.
Best Practices for B2C Web Design
Understand The User’s Buying Habits
There is a distinct difference in our approach to web design for B2C (business-to-consumer) projects compared to our B2B web design (business-to-business) strategy. A key difference is understanding the difference in user behaviour between the two industries.
B2B purchasers are more likely to request additional information and arrange a meeting or phone call before purchasing on behalf of their business.
B2C customers are typically more inclined to make an impulse buy based on a well-designed website or call-to-action (CTA). This impulse buy – more precisely referred to as conversions – happen without ever making contact with the website owner or a salesperson.
User behaviour and buying habits are just two of the many factors we consider in our web design approach for B2C projects.
Web Form Design is Critical to B2C Website Success
General consumers are much more likely to make a B2C purchase through a business’s website, even high-value purchases, without ever speaking to a salesperson. Typically, consumers absorb high-level information from a website through page content and user reviews before making a relatively quick decision about their purchase. In web analytics terms this is called a conversion – when a user converts from a browser to a customer.
We usually do not have the opportunity to speak with most online consumers directly, so it is imperative that web designers ensure that the B2C website user interface design is clear and inspiring. This design approach includes the call-to-action that drives customers to the appropriate place on the website to convert or offer guidance through the conversion process.
Also, unlike B2B website users, B2C users show less hesitation when asked to hand over their personal information during the checkout process. With this in mind, our best Toronto web designers aim to create friendly and easy-to-use web forms that the B2C business depends on to gather information about their customers.
When designing web forms for B2C websites, we can often prompt customers to share a little extra personal information if we create a confidence-inspiring B2C website design that provides a compelling, smooth user experience.
Web Form Design Best Practices
Webform design requires careful thought and a thorough understanding of the target audience. To maximise conversions within a B2C website design, there are a series of best practices and recommendations we share with our clients:
- Web forms should be as direct and straightforward as possible within B2C website design. B2C users tend to have a shorter attention span than B2B users; you can hold their interest longer with subtle effects as long as you don’t interrupt the form completion process.
- Whenever possible, combine form fields to make the form faster and easier for customers to complete. Another nifty web form features our Toronto web designers recommend for B2C websites is auto-populating form fields with information from an earlier stage in the conversion process, or even based on geolocation if possible.
- Break longer forms up into multiple stages or even pages to give users a break and renew their focus.
- Use the most common web form labels and conventions to ensure the web form is predictable for the audience and allows the web browser to fill out the form fields from saved data automatically.
- Rather than forcing users to manually enter their personal information, wherever possible, design form fields as lists so that the customer can quickly select the information from a list instead of having to key it in.
- Create a clean B2C web form design that not only allows users to quickly scan but also indicates which fields are required to submit the form.
- Always ensure that your B2C web form design adheres to the latest web browser standards to avoid any functionality issues that may result in user frustration and loss of conversion.
For additional insight into the type of customer B2C business owners are attracting and how to improve their marketing strategy, more business owners are investing in third-party client relationship management tools such as HubSpot or Salesforce to generate and manage their web forms. Additionally, CRM services are relatively straightforward for a B2C web designer to integrate into a branded website design ensuring the user experiences a seamless interface and navigational flow. These services also offer automated follow-ups for hiccups in the user experience, such as shopping cart abandonment.
If your web designer is not on board with implementing outside API’s to help improve your B2C website marketing and seamlessly apply your custom web design, you’re falling behind the pack!
Fully Responsive or Adaptive Web Design
Responsive website design is a must-have for any website; however, it is ever more critical for B2C websites that are marketing their products or services to the average consumer who is spending most of their time on one or more mobile devices. As important as it may be to offer a fully responsive user experience to B2C website users as they are often browsing while on the go, it is now arguably more important as Google’s ranking algorithm prioritises mobile-friendly website design in organic search.
If B2C website design is not responsive or adaptive to mobile devices, you run the risk of losing website traffic (due to poor search results) and even loss of sales, as users that do find your website will become frustrated with the user experience and go elsewhere.
Clear Call-to-action Design
For the most part, B2C website users land on a website ready to research a product or service in-depth, or in some cases prepared to buy. Ensuring that the call-to-action within the user interface design is compelling and entices the all-important click-throughs is a critical factor in creating a winning B2C website design strategy.
The call-to-action design should inspire action and provides a clear indication of what will happen next. Should the user feel duped into visiting a page or even worse, an external website by way of the call-to-action button, they’re likely to form a negative impression of the brand, product, or service, which is detrimental to website conversions. Presenting a call-to-action that indicates what will happen next helps strengthen the relationship users have with the brand, which ultimately creates a better environment for success now and in the future.
Customised Landing Page Design
We’re all different and unique in many ways. Interests and buying habits vary not only from person to person but also within an individual over time. To design a B2C website that is visually appealing and communicates effectively to all website visitors is virtually impossible. To deploy a more comprehensive marketing strategy in terms of organic search and digital marketing, we must look beyond the home page design which acts more or less as a “catch-all” for less focused website traffic.
HubSpot has published some fascinating consumer research on website design and user experience in the B2C market indicating that 76% of customers feel that the most crucial factor in B2C website design is ease of use. The bottom line is that consumers want to feel as though the website makes it easy to find what they’re looking for.
Buying into this study – which we do, entirely – we create targeted, SEO-optimized landing pages for a variety of key phrases we plan to market on the B2C website. With the optimised landing pages we can provide up to 75% of the audience with what they’re looking for immediately, bypassing the website home page. It’s not necessary to funnel all web traffic to the home page and is naturally more effective to channel users directly to the area of the website that correlates with their web search. This B2C web design philosophy not only makes it easier for users to find what they’re looking for on a B2C website but also helps to broaden and amplify the website’s search engine rankings.
To learn more about how these B2C web design best practices come together to build a successful website, tour our Dick Duff’s branding and website design case study.
About Parachute Design
If you’re interested in learning more about how we use these best practices for B2C website design in our web design and branding work or learn more about how Parachute Design can help improve your B2C website please complete our online quote request form, or call our B2C website design experts in Toronto at 416-901-8633.