UX for B2B e-commerce

From UX to core web vitals, in this article, I explain what to consider when building an e-commerce site in today's digital landscape and share important information about the new Website Content Accessibility Guidelines regulation. I also share my highlights of the past week and welcome Malin, the new Zooma intern.

Recap of the week

This week, I have continued working on the e-com site, tweaking the UX and wireframe. We also met with one of Zooma's art directors, Anna, who provided valuable perspectives and gave deeper insights into the subject. We have continued filming for "The Secret Tech Club" and gotten more advanced in filming with cameras, recording devices, and direction. I have quickly grown into the director role, and we have had so much fun recording.

Also, Zooma's newest intern, Malin, started this week. We've had some introduction meetings, and I had a one-on-one meeting with her to give my perspective on what it means to be an intern at Zooma. You're most welcome, Malin!

Now to the topic.

Why best practices and UX matters

In today's digital era, meeting the demands of site visitors is not optional. People are used to navigating a site in a certain way and expect certain functions. And let's not forget—even in B2B businesses, the decision-makers are also consumers. However, unlike consumers, business customers are not impulse-driven; they make deliberate and conscious buyer decisions. Understanding user behaviour is essential before developing a site, and there is much to consider. Superiority in user experience (UX) can serve as a critical differentiator in a customer's final decision. Additionally, having a bad site can damage brand perception.

So, how can you predict what your target audience needs?

A good place to start is to find out who your target audience is. Then ask yourself: How do they navigate? What functions are essential for them? Do they have limited time, or can they stroll around your site? Do they know what they want before they visit your site? How do they prefer to make a payment? What information are they looking for? What are their pain points? And so on. By following best practices for your specific audience and industry, you can create a site that aligns with their expectations and, ultimately, increase your conversion rate.

Analysing user behaviour

There are endless tools for analysing metrics and behaviour. Heatmaps provide a detailed view of how visitors interact with your site, allowing you to track their journey until they either convert or leave. They reveal scrolling patterns, pauses and clicks, offering insights into which adjustments to prioritise in your UX strategy.
A/B testing is another widely used method to compare two variations, such as a landing page with buttons placed in different positions or alternative designs. Running an A/B test provides concrete data on which version drives higher conversions.

A best practice is to use these tools in combination. For example, if you struggle to get visitors to download a specific guide, applying A/B testing alongside heatmaps can help determine which version is more intuitive and generates a higher conversion rate. It allows you to see how the user navigates through both options. This approach enables you to pinpoint the friction point and make data-driven adjustments.

To make all of this data relevant, you need clear objectives, KPIs, and metrics that connect to your business goals to create value for the time spent.

Performance optimisation

Of course, if you haven't optimised the site's technical performance, UX doesn't make the impact that it should. By scoring high on your core web vitals, you eliminate the risk of a high bounce rate—meaning visitors that leave your page within 10 seconds without interacting with it. Three easy steps to begin with are:

• Optimise your images. If your image files are too large, it can take a long time to load. Compress them in a tool like Squoosh.
• Mobile first—ensure your site is as responsive as possible. Focusing only on the desktop can result in a long loading time, wrongly scaled text and images, and many technical issues.
• Remove unused and unnecessary CSS and Javascript.

By implementing these best practices, businesses can ensure that their websites function efficiently, leading to better user engagement and higher conversion rates. A well-optimised site enhances UX, reduces frustration, and ultimately strengthens brand credibility in the competitive digital landscape.

WCAG (website content accessibility guidelines)

If you work in e-commerce, marketing, or related fields, I'm sure you haven't missed the new Accessibility Guidelines. In case not, WCAG is a new global regulation that makes sites more accessible for individuals with disabilities. These guidelines help ensure that all users, regardless of visual, auditory, motor, or cognitive impairments, can navigate and interact with digital content as effectively as possible. It is set to take effect on June 28, 2025, and although it differs between countries, it mandates compliance for all businesses.

However, compliance is not just about following regulations; it's about making your site inclusive and accessible for all visitors and proving your business ethics. Failing to meet accessibility standards could result in legal consequences, financial penalties, reputational damage, and the exclusion of potential users and customers.

Have a wonderful Friday!