B2B Marketers’ vs. Visitors’ Top Website Features

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B2B Marketers' vs. Visitors' Top Website Features

Visitors to B2B websites and B2B marketers do not always see at eye level which features, functions and content formats are most important on marketing websites. This is based on recent research by Orbit Media Studios and Ascend2.

The report is based on data from a survey conducted in March and April 2021 of 236 B2B website visitors (“I visit and use websites when making B2B buying decisions”) and 193 B2B marketers (“I help manage the Content and design of a B2B) marketing website “).

Visitors and marketers generally agree on the importance of some key features of the B2B website, such as: B. Answers to questions, easy navigation and competent advice / knowledge.

However, marketers value website features like social proof and a compelling brand story more than website visitors, and website visitors value features like beautiful design, team photos, and bio more than marketers.

Most Valued Site Features

B2B website visitors are more likely than B2B marketers to say that search boxes and live chat / chatbots are valuable website features.

Unsurprisingly, B2B marketers are more likely than B2B website visitors to say that calls to action are an important feature of the website.

The features of the B2B website are found useful by visitors and features that marketers find important

Top rated website content formats

B2B website visitors are more likely than B2B marketers to say that reviews and testimonials are valuable content formats on websites, while B2B marketers are more likely than B2B website visitors to say that how-to articles and blog posts are important content formats.

Formats that B2B website visitors find useful and formats that marketers think are important

About research: The report is based on data from a survey conducted in March and April 2021 of 236 B2B website visitors (“I visit and use websites when making B2B purchase decisions”) and 193 B2B marketers (“I help manage them.” the content and design of a B2B marketing website “).