B2B User Research to Solution Proposal

Increasing conversion rates through comprehensive qualitative and quantitative research for thisisHCD.com

RESEARCH DRIVEN CONCUSSIONS

Solution - Multi User Focused Website with landing on B2B (organisational training site)

WHY B2B FIRST?

Training site (B2B) is a revenue driver - while some B2B users often like to explore the whole website, their focus weakens with a number of clicks. This is why priority should be reducing the number of clicks for these users - on top of that, they are often busy design leaders who don’t have time to explore.

WHY A MULTI USER-BASED WEBSITE?

Main Navigation divides journeys for the organisations (B2B) and individual designers (B2C). Since the website caters to multiple audiences, a B2C user in the team training section might assume HCD is exclusively for organisations, and vice versa. This is what happened in B2C research. It’s important to provide relevant information in a minimum number of steps, and I believe that this can be achieved with this information architecture.

OPTIMIZING FIRST FOLD

Data extracted from both interviews and web analytics show us that the first fold is not receiving traction across the website. On the training site, 95% of users leave at the first fold. In user research, text was found to be engaging, and users would scroll.

BUILDING CREDIBILITY

Users have shown interest in knowing who these HCD clients are and what their experience and impact are. Including logos and Impact data would raise interest early. On top of that, I included a section about trainers in the B2B submenu.

GIVING MORE DATA AT GLANCE

Organisations are often trying to increase training impact throughout the whole team. They often wander about things like which skills are being developed, what level the course is for, etc The solutions include this information.

VIDEO IN FIRST FOLD

There are multiple resources that show that companies that use video have more SEO and engagement results. On top of that, our personas care for their team, and they are very careful who they bring in front of them. Visualising training experience and potentially hearing the experiences of other design teams would build that trust needed for conversion.

Current Journey and Personas using Smaply

More about Research

Tools: Zoom, Google Meet, Dovetail, Miro, Webflow Analytics, HotJar, SEOptimer

Insight prioritisation: Analysing data from multiple sources to identify patterns, overlaps, and key opportunities for action.

Step By Step

Following the conversation with the client, a decision was made to explore a solution that implements these changes more gradually, with minimal investment and the opportunity for ongoing measurement. This is reflected through the redesign of 1 site instead of the whole website structure and prioritising proposed solutions to one that can be done relatively quickly.