The B2B Mobile Web’s Changing Landscape

PropelPages One Web
Google recently partnered with The Boston Consulting Group (BCG) to better understand the impact of mobile B2B customers and organizations. The information below is what they discovered.

Mobile drives, or influences, an average of over 40% of revenue in leading B2B organizations.

50% of B2B search queries today are made on smartphones. BCG expects that figure to grow 70% by 2020.

The above discoveries by Google should not surprise you if you are watching your site analytics.

There’s a new sheriff in town

Okay, maybe not a sheriff, but a new buyer. In the past, B2B companies relied on personal relationships. Whether it was in-person, at trade shows, or over the phone, the
human element between business and customer played a pivotal role in
business growth.

B2B customers today don’t want to deal with a salesman in the beginning of company research. Customers also don’t expect a dumbed-down mobile only experience. They expect that same type of mobile experience they get from consumer sites. If you have your “normal” website and a separate mobile only website, it is time to scrap the mobile only site and build a new all-in-one website. Not only do buyers expect a seamless experience, but Google will start penalizing the slower mobile only sites later this year (more to come on this in a few weeks).

The facts are the facts

The New B2B Buyer

The new B2B buyers are no longer tethered to a desk. B2B buyers is more likely to work from home or stay productive on mobile while commuting and traveling. Mobile usage per B2B worker is expected to increase from two hours a day currently to three hours be 2020.

What Google has learned though their research is that mobile accelerates time to purchase. Mobile can fast-track time to purchase 20% by creating efficiencies in decision-making, particularly with more complex purchases.

For a much closer look at BCG and Google’s new research, view the full report.

Figuring out your current or future mobile strategy is free!

We will be happy to offer a free evaluation of your current mobile-friendly website, or give you some ideas on a new mobile site. Just complete the Free Website Evaluation Form on our site. No salespeople will call you! (obviously)