Poor website UX is a plague on B2B. A full-on, sweeping epidemic.
You’ve seen it for yourself. You land on a site that looks alright at first glance, maybe even pretty slick, but then, upon further exploration, you realise it’s a vapid, confusing mess of a website. Either an empty vessel or an overfilled one.
No one ever sets out to create these disappointing experiences, but they happen nonetheless, and they’re affecting B2B bottom lines on a huge scale.
The critical factors that influence bad UX almost always come from a deeper place than day-to-day web design. …