17 February 2022

Improving B2B eCommerce and the importance of usability and user experience


Why usability matters so much to e-commerce customers.

Optimum User experience is vital to sales no matter what sector your business is in. But in recent times, it is becoming obvious that B2B e-commerce needs it more than others.

Recent research has revealed that more and more B2B customers are using online retailers because it is quicker and easier for them. These B2B customers do have high online expectations which are outlined below.

Improving user experience

User experience is one of the most important factors in creating a successful e-commerce business. A recent survey of UK Businesses found that 25% felt that a site’s usability is THE Most influential factor when looking for an e-commerce retailer. This means they would look elsewhere if your website had poor usability and probably wouldn’t make a return visit.

E-commerce is competitive, and it’s vital to ensure that you stay ahead of the curve. More and more b2b customers opt to shop online now, meaning it is more essential than ever to ensure your website is fully optimised to give them the best user experience possible.

Our 4 top things to focus on are:

  • Invest in an up to date high performing website.
  • Look closely at your media strategy.
  • Make sure your shipping and return policies are attractive to customers.
  • Personalise your content with an app that offers more than your standard website.

Improving usability takes time, experience, Specialist knowledge and an up to date understanding of e-commerce.

Clearfront has an expert team who can test your current website, identifying key issues and put together a plan to make all the adaptations needed to give your site the best user experience possible.

Get in touch today to see what we can do for you.













Our lead generation process

Our tried, tested and perfected process for delivering you the best highly qualified leads looking for your services from your business.

1. Setting you up for success

Lead Generation Audit

Our first step is to listen to you because you understand your customers better than anyone else. After hearing your needs and criteria for the ideal client, we conduct a comprehensive audit. This helps us determine the size of your potential audience, the cost per lead, and the expected conversions.


2. Design, CRO and Personalisation

Website Design

Every website we create for your business is meticulously crafted to maximise conversions. We pay attention to branding, layout, typography, and copy, putting ourselves in your audience's shoes to anticipate their actions on the site. Our focus is entirely on driving sales with a distraction-free design.

3. Constantly measuring and refining

Conversion Rate Optimisation

Once a campaign is live and users visit our website, they're not guaranteed to inquire about your product or service. Our role involves recording user interactions on the site and studying behavioural patterns. These insights enable us to make subtle adjustments to ensure users are engaged, finding the information they need and taking the next step.

The results are highly qualified leads looking for your services from your business

Leads that have contacted your business are far more likely to turn into customers.

Websites by subscription?

Imagine knowing you have a team of website experts ready to help you make your website a success.

Successful websites usually need ongoing SEO, Optimisation and Maintenance services to be effective. Not to mention additional services like conversion rate optimisation to increase conversions or making more significant design changes that might need user testing to ensure they work for your users.

It’s not as crazy as it may first seem. Most of our clients eventually pay for monthly ongoing services with our standard payment options.

Subscription Extra Small

£250 pm

4 hours per month. One request at a time.


Subscription Small

£600 pm

10 hours per month. One request at a time.


Subscription Medium

£1,400 pm

20 hours per month. One request at a time.


Subscription Large

£2,500 pm

40 hours per month. One request at a time.