Related posts:

1. B2B Marketing Funnel: a purpose for B2B sites
2. Hand in hand – traditional and interactive marketing

I am sure that you have heard of Usability testing, and you might even understand the value proposition that Usability brings.  8 years ago I saw my first Usability test and was sold on why we should do Usability testing even though the testing identified an large amount of problems with the site (that I worked hard to build).  The end product was a vast improvement over the user experience we originally created.

For some reason there is a perception out there that Usability testing is primarily for Business to Consumer sites.  User validation is a global concept that should apply, possibly even more, to Business to Business organizations.  Usability testing provides:

• Robust user and customer experience
• Validation of user personas
• Reduction or elimination of any catastrophic concerns
• Discovers the real needs of customers
• Creates a competitive advantage
• Tangible evidence for recommendations for content strategy, information architecture, taxonomy and design
• Continued validation

In addition for organizations that sell B2B, Usability testing can provide validation of the user experience for your e-catalogs, search tools, quick order forms, lead capture activities (landing pages).

It is a fascinating (and sometimes painful)  experience to watch users interact with your site, and the issues that this process identifies is incredible.   Page upon page of recommendations along with wireframes correcting problems come out of these sessions.  We have moved beyond Usability testing for just “go-live” and are now implementing these services at all stages of your online channel including:

• design phase – testing wireframes and concepts
• pre-launch – functionality and customer experience
• post-launch – continued improvement

Here is  a great graphic that shows our lab in Beachwood, OH.

Related posts:

1. Customer loyalty through B2B eCommerce
2. Business-to-Business Marketing in a Recession
3. Hand in hand – traditional and interactive marketing

I love images that assist to understand and this chart has resonated with my clients lately.  As the folks from Marketing Sherpa recently stated, the sales and marketing sales cycles are important, but as an interactive marketer, I work to move users through the stages – focus on the transitions.  Some key principles of this model:

• Understand your potential customer ‘s buying process and what stage it is currently at in the process
• Value proposition needs to be strong and relevant to targeted customer profile. Make sure value message is mapped to proper roles
• Create clear definition of a sales-ready lead
• Sales and marketing activities are measured and coordinated with shared goals.
• BE FLEXIBLE / TEST, MEASURE, AND OPTIMIZE CONSTANTLY
• Quality leads are better then quantity of leads
• Assign a financial model to each stage of qualification
• Concentrate on moving prospects from stage to stage

O/R = Offer / Response

Related posts:

1. Hand in hand – traditional and interactive marketing
2. Business-to-Business Marketing in a Recession
3. B2B Marketing Funnel: a purpose for B2B sites