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Filtering for more relevant results isn’t just for eCommerce websites. It can also improve the user journey on B2B websites.
On websites with large service offerings or product catalogues, or for those who across an array of industries, it can be a challenge for users to self-define what products or services are relevant to them.
On an eCommerce website, this is fairly straightforward. You use the filters and choose ‘shoes’ or you choose ‘men’s department’. All products displayed thereafter are automatically relevant to your choices.
So why is this simple trick not applied more frequently on B2B websites?
This week’s focus is on websites that have complex structures, and so much content that it can be difficult to easily find relevant content.
Bain & Company have a broad service offering and deep navigation. But they also have what you could call a content personalisation wizard on their homepage.
This wizard asks a few questions before displaying content that is likely to interest the user, based on the answers to their questions.
If you have a lead generation website, you might be wondering if this is a high-tech piece of wizardry. Well actually, as long as your pages are set up in categories or have tags associated with them, they can be filtered in a similar way to how you would filter blog posts or case studies.
Carbon Intelligence provides a more simplified version that you can see below. With a simple selection from the industry tab, you can display the related content.
This is the same filtering method, done on a smaller scale.
You may be thinking “whoop dee doo Basil, but what does it all mean?” (10 points if you can tell me what film this quote is from).
If you operate in multiple industries and have products or services that are industry specific, then this can help your users discover content relevant to them faster. Funnelling them down into the journey you want them to take.
You can take this further and filter content from news categories and case studies too, so the entire experience is filtered exclusively to that industry and user.
We work predominantly on B2B websites, and complex navigation structures are always a challenge. Filtering in this way can provide a solution to our quest to make websites easier to use.
If this intrigues you and you might be wondering how it could work on your website, drop me a message. I’ll happily take a look and provide some ideas and suggestions.
That’s a wrap for Swipe & Deploy #18. Join me next week when I’ll share another insight or piece of inspiration from around the web.
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Could adding short autoplaying videos to your product and service pages help capture user attention and boost conversions?
