B2B buyers say thorough contact information is the content element that best establishes credibility on a vendor website, according to a recent report from KoMarketing and Huff Industrial Marketing.
The report was based on data from an October and November 2014 survey of 262 professionals who are responsible for, or influence, B2B purchase decisions; 94% of respondents are based in the United States.
In addition to contact details, survey respondents say, About/team bio information and traditional marketing collateral, such as research reports, case studies, and whitepapers, also help to establish credibility on a vendor site.
Below, additional key findings from the report.
Homepage Elements
- 86% of respondents want to see product/services information on the homepage of a vendor website.
- 64% want to see contact information on the homepage.
- 52% want to see about/company information on the homepage.
Missing Content
- 51% of respondents say thorough contact information is the element most lacking on vendor websites.
- 37% say a client list is the element most lacking on vendor websites.
- 59% of respondents say a lack of technical support information is the sales and product element most lacking on vendor websites.
- 57% say pricing is the sales and product element most lack on vendor websites.
Why Buyers Leave Sites
- 46% of respondents say they'll leave a vendor website because of a lack of message/can’t tell what the company does.
- 44% will leave a vendor site if they can't easily find contact information.
About the research: The report was based on data from a survey conducted in October and November 2014 among 262 professionals who are responsible for, or influence, B2B purchase decisions; 94% of respondents were from the United States.
