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B2B Website Usability – Does It Work? Update

It’s now been 2.5 months since the redesign of our flagship publication website. In B2B Website Usability – Does It Work? I reported:

The average weekly visits have increased 34%, average weekly page views have increased 23% and average weekly visitors have increased 36%.

Traffic has been continuing to grow every week since the launch. The publication staff posts a new issue every week, plus web-only content in blogs, video and web-exclusive articles. Since launch there has been a 80% increase in weekly visits, 40% increase in weekly page views, and 90% increase in weekly visitors. The numbers for monthly stats are very similar: 75% increase in visits, 45% increase in page views, and 85% increase in visitors. The publication is continuing to promote their new online content, and we’ve started running Google AdSense ads to promote specific parts of the site.

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B2B Hot Content – Video

Following the B2C world, video is now the hot content in the B2B world.  With the popularity of YouTube, iTunes and watching tv over the web, B2B audiences are ready to watch video on your website.  Take the opportunity to show how your products, services or processes can help your customers.  Post regular video updates on your website about what your company is doing instead of just written press releases.  Post these same videos on B2B industry sites with links to your own website to entice your customers (remember to use a unique landing page with a call-to-action).

Video does not have to be high quality on the web.  Using just a home video camera and some inexpensive or free video editing software, you can create short videos of interest to your customers.  If you have a Mac, try out iMovie which comes with the computer (if you purchased it in the past couple of years) or QuickTime Pro, which runs about $30 (and also runs on Windows).  For Windows users, take a look at Windows Movie Maker which comes on most new computers, Ulead (about $60), or Adobe Premiere Elements ($100).

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B2B Business Networking

Read/Write Web: 2008 Will Be The Year of Business Networking – Business Networking models and services will evolve and there will be a lot of room for innovation. Reducing the cost of B2B business development is a really, really big deal. Today’s services are only scratching the surface of the potential. Niche feature-specific start-ups will be acquired by the big networks.

Look for more B2B websites to add community aspects and networking features in 2008. With their niche audiences, this is the perfect place for specific professionals to connect. This is a perfect opportunity to promote your own firm – both by adding your own company information into their network and to advertise or sponsor within that section of the website.

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