November 30, 2006

Best And Worst Of B2B Site Design, 2006

Forrester Applies Its Review Methodology To 16 Major B2B Web Sites

by Alan E. Webber

with Harley Manning, Ross Popoff-Walker, Caroline L. Carney

Executive Summary (This is a document excerpt)

Forrester applied its Web Site Review methodology to evaluate the customer experience offered on 16 major business-to-business (B2B) sites — four each in the financial services, logistics, software, and professional services industries. Professional services edged out all other categories, bolstered by the strong performance of Deloitte.com. Financial services came in last overall, even though Wells Fargo produced our highest-rated site. Average scores in general were low as basic design flaws hampered even the best sites we tested. To improve the typically weak user experience at B2B sites, companies should focus on fixing common usability problems like poor legibility, hidden privacy policies, and inefficient task flow.

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