B2B numbers from 2006 (latest info I could find – July, Sept, Nov):
From Knowledge Storm and Universal McCann:
- 80% read blogs
- 31% use RSS
- 63% use online video
- 23% use social networks
- 86% use wikis, only 6% contribute
- 66% use podcasts
Sources:
Strategy
B2B Analytics Basics
We’ve discussed some of this before, but just as a refresher:
There are three types of basic information for a website:
- Page views are the number of web pages viewed on your website.
- Visits are the number times people visit the website. They can view multiple pages (page views) each visit.
- Unique visitors are the number of people who visit the website (usually as near as possible to ascertain).
What other information should you look for in your analytics package to find out if your site is usable and designed with your customer in mind?
- pages/visit: how many pages (on average) do people look at when they come to your website. Obviously, the higher the better. Some of this will depend on if your traffic comes mostly from search engines or from direct traffic. Visitors from search engines are less likely to browse around once they’ve found their answer (or if they didn’t find their answer).
- average time on site: how long (on average) do people spend on your site. Again, the longer the better. If this is a very small number (under a minute), your visitors aren’t bothering to read much of what is on the page.
- bounce rate: is the percentage of visits where the visitor only viewed a single page and then left. This often means the page where the visitor entered was not relevant to what they were coming to the site for (although it could also mean that they found their answer and left). This stat is extremely important for eCommerce sites which don’t want visitors to leave until they’ve purchased something.
- % of new visits: how many of your visits are from new visitors. This will tell you how loyal your audience is. If your site is engaging, your visitors will come back from time-to-time for more information and updates.
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B2B Design – The Need for Whitespace
Too often I come across websites or clients who want to get as much as they possibly can into the smallest possible space. They think that makes their site look trendy and up-to-date.
The problem is that the human mind processes text in a certain way – it actually uses the shapes of words and the contrast between white space and “ink” to figure out what’s going on. When you bring up a webpage, you actually scan it starting at the top left to right and then move down and then left to right again – very similar to how we read words on a sheet of paper.
Good design takes advantage of these natural tendencies by balancing colors, text, and, very importantly, whitespace. This is called negative space in the traditional design world and it is just as important as what you put on a page or canvas (or space, etc.). So when you layout your website design, keep in mind that whitespace is important and you need to space things out a bit just so people can get a handle on what you’re trying to convey. If you don’t, they’ll just go somewhere else that is easier to understand.
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