Why B2B Companies Should Consider Multiple-device Users

4 minute read

Why B2B Companies Should Consider Multiple-device Users

Most online shoppers are multi-device users (tablets, desktops, laptops, and smartphones), but in 2015, using smartphones for search eclipsed the use of desktops; research indicates that over 50% of internet traffic is from mobile devices.

So, what does that mean for a business service or product provider?

Your B2B decision makers are on mobile – they’re people continually on-the-go, and they use their phones a lot. It’s vital to your company’s bottom line that your sales and marketing strategy includes the ability for customers to find you on their mobile devices. But it’s not enough for them to see an unpolished, unoptimized snapshot version of your desktop website.

How Will Customers Use Your Mobile Site?

You essentially have two options for connecting with your mobile customers: optimizing your website for mobile use or creating an app. Optimizing your site is faster and more affordable than building an app, but, depending on your business and the products or services you provide, an app might be more valuable to your customers.

Many companies use their mobile site as a placeholder with basic contact information, while others provide a more robust buying experience. It’s a common mistake for businesses to create a mobile experience that’s too basic. Your buyers should be able to perform the exact functions on their mobile devices they can on their desktops, from making purchases, tracking orders, and contacting your sales team.

But Don’t Neglect the Desktop!

The ideal B2B sales strategy comprises a mixture of both mobile and desktop sites, so consider the differences between the two mediums in your B2B sales cycle. While mobile-friendly sites are getting a lot of attention, now is not the time to abandon your desktop website. As mentioned, many buyers take a multi-channel approach to their purchasing process. They gather information, browse, and complete purchases on both mobile and desktop platforms; for example, a customer might use their mobile device to make a price comparison while shopping but not make the purchase until they return to their home or office. You’ll lose customers if your desktop site and mobile site aren’t up to date and easy to navigate.

Mobile and desktop may seem like contrasting functionalities, but there’s a place for both in your B2B sales strategy. As mobile use becomes more prevalent in the business sector, B2B sellers have an enhanced opportunity to reach clients through new mediums. If you offer a feature-rich and intuitive desktop and mobile purchasing experience, customers will enjoy shopping with you, leading them to spend more money and display more loyalty by being return customers and bringing in referrals.

It’s necessary to strike the right balance between trends and what’s best for your business. Determine your needs and how desktop and mobile meet them to varying degrees to narrow down the right solution for your B2B buyers and create a competitive online experience in your business sector.

If you’d like to discuss adding (or improving) a mobile site for your business, contact us. We’re happy to walk you through our mobile solution!

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