5 user experience elements that turn b2b buyers off



Web pages are not a collection of text, images, and links. At least they shouldn’t be if you want your B2B buyers to stay on your page, read your content, and ultimately convert.

A good website is built with the user experience (UX) at its core.

But why is UX design so important for B2B companies? Aren’t B2B buyer decisions based solely on logic and rationality?

In truth, B2B buyers are human, too – and if they have a bad experience with your website, they’re less likely to trust your brand and make a purchase.

So, what are some common UX design elements that can turn B2B buyers off? In this article, we will explore five of the most common culprits and provide tips on how to avoid them.

slow loading times

It’s no secret that attention spans are getting shorter and shorter. In fact, studies have shown that 1 in 4 visitors will leave a website if it takes longer than four seconds to load.

For B2B buyers, time is money – and if your website is taking too long to load, they may simply move on to a competitor’s site. This can result in lost sales, leads, and potential customers.

Fortunately, there are a lot of things you can do to improve your website’s loading times, including (but not limited to):

  • Assessing the performance of your hosting provider
  • Compressing images
  • Using browser caching
  • Minimizing the code (you’ll likely need a web developer for this)
  • Eliminating resource-intensive plugins
  • Using a Content Delivery Network (CDN)


Optimizing page speed is a fundamental way to improve the user interface design and overall user experience of your website. When you work with a digital marketing agency, quick load times will be at the forefront of their UX design strategy.

transform your ux to attract b2b buyers!

cluttered design

One of the biggest mistakes B2B companies make with their website design is trying to cram too much information onto a single page. While B2B solutions tend to be more complex and require more explanation – you don’t want to overwhelm your audience with too much information at once.

To avoid this:

  1. Keep your design clean and organized.
  2. Use white space effectively and break up content into digestible chunks.
  3. Consider using bullet points, subheadings, and visual elements within the text.


Additionally, consider creating separate pages or sections for different types of content. For example, if you sell complex industrial products, create a separate page for each product’s specifications and technical details, rather than trying to include it all on one page.

By decluttering your design, you not only improve the aesthetic of your website but also make it easier for users to navigate and find the information they need. This will ultimately lead to a better user experience and longer time spent on your site.

auto-play videos and sounds

It can be tempting to have auto-play videos or sounds on your website, especially for B2B businesses trying to showcase their products in action. However, this can be a major annoyance for users who may not want to hear or see the content immediately.

Additionally, auto-play videos and sounds can slow download times, causing further frustration for users. It may also disrupt their browsing experience if they are listening to music or have multiple tabs open. Instead, give users the option to play the video or sound if they choose. This allows them to control their own experience and prevents any potential frustration from unwanted interruptions.

lack of mobile-responsiveness

Not optimizing your website for mobile devices is a huge mistake in today’s digital landscape. With over 55% of internet traffic coming from mobile devices, it’s essential that your website is responsive and looks good on all screen sizes.

Constantly pinching and zooming to read content or navigate a website can be frustrating for users, leading to a negative user experience. Not only that, but poor mobile responsiveness can also hurt your SEO efforts, as Google prioritizes mobile-friendly websites in search results.

Fortunately, websites today can easily be designed to adapt to different screen sizes and devices. Most website builders and platforms offer templates that are already optimized for mobile. If you work with a web designer or developer, they will ensure that your website is responsive and functions seamlessly on all devices.

boost b2b sales with improved ux design!

complicated forms

For B2B websites, having forms for lead generation or contact purposes is essential. However, if these forms are too lengthy or complicated, it can deter potential customers from filling them out.

To avoid this, keep your forms as simple and concise as possible. Only ask for necessary information and use drop-down menus or checkboxes instead of requiring users to type out answers. You can also consider breaking up longer forms into smaller sections to make it less overwhelming for users.

Another important aspect is to provide clear instructions and error messages. Users should know exactly what information is required and how to correctly input it. And if they make a mistake, make sure the error message is helpful and not just an ambiguous “something went wrong.”

ready to make your website the best it can be?

At Wildish Agency, we understand the complexities of B2B website design. That’s why we offer a range of services to help optimize your website and provide a seamless user experience. Our team of experienced designers and developers will work with you to create a visually appealing, responsive, and user-friendly website that aligns with your brand and business goals.

Contact us today to learn more about how we can elevate your B2B website!