Summary
B2B site users come to the Web with goals and tasks to complete — and many of them fail miserably. Why? Because until now B2B firms have been under little pressure to improve site usability. The result is lost productivity, frustration, increased call center costs, and missed revenue opportunities. Forrester recommends that B2B site owners take a page from leading B2C sites by getting to know their users, designing with usability principles in mind, and building brand in the eyes of their users. Only then will B2B site owners get the opportunity to differentiate their online experiences.
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