Yes, I know B2B buyers are savvy. I know most of them use computers and the Internet in their jobs each and every day. And I’m sorry to tell you, they really do think your website is hard to use.
I’ll give you an example from my own experience. My dryer died a few weeks ago and I’ve been doing research before purchasing a new one. Now I’m not the type to actually purchase a dryer online, but I’m happy to do all my research there.
One of the things I wanted to know is how much the dryer was and whether my local store had it in stock. Finding the local store information and getting it to display on the websites was a huge challenge.
First, they all called it something different. Store locator. Store finder. And my personal favorite, directory. In addition to the different terminology, the links ...