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Learn how to use UserTesting to optimize business to business (B2B) acquisition and purchase process. |
This article applies to: UserTesting
On this page:
- About gathering B2B insights
- Drive profitable growth
- Reduce costs and risks
- From validation to action
About gathering B2B insights
- Collecting feedback and applying it to your business decisions can increase conversion, revenue, and retention.
- Gathering human insights helps you understand prospective customers and their needs by capturing reactions, behaviors, and emotions around any experience.
Drive profitable growth
- Collect feedback from customers to help improve your products and services.
- When business customers share their expectations, preferences, and ideas, they help you create the very product they want.
View our video to see some examples:
Reduce costs and risks
Reduce service costs by creating more effective advertising, branding, support, and self-service capabilities.
How to collect human insights from your business customers:
- Recruit contributors from UserTesting’s Contributor Network, or create your own Custom
- Network from your colleagues and customers.
- Example audience: New Yorkers, 35-55 years old
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Screener question: Have you done any of the following activities in the last month?
- Went on a hike (may select)
- Went bowling (may select)
- Made a cup of coffee (may select)
- Went grocery shopping (must select)
- None of the above (reject)
- Ask questions to identify unmet needs, gaps, and frustrations.
- Observe how your customer interacts with any experience.
- Example scenario: “In this test, we’ll ask you about your experience with Modest Onion Organic Groceries. Please be as detailed as possible and share as much as you’re comfortable with.”
From validation to action
Explore how to improve B2B experiences with actionable insights.
Validate concepts
- Before building your company’s new experience, content, or product, reduce costly mistakes by learning what customers think before you commit to development.
- Get your customers to help you narrow down to the concept they like the best.
- Example question: What are your initial thoughts about the app? Describe the layout, graphics, and ease of use.
Validate digital experiences
- Presenting easy-to-find, compelling, and relevant information is key to communicating your product and brand’s value to your customers.
- Example rating scale question: How easy or difficult was it to find this product information?
- Example follow-up question: What made it easy or difficult?
Troubleshoot pain points
- Exercises like assessing your customers’ digital experience or having a customer journey map help identify the moments that matter and the areas of focus.
- Watching recordings of a potential buyer’s screen and hearing them explain why they’re making those choices, helps you gain a deeper understanding of buyers’ intent, expectations, and challenges.
Enhance observations
- By understanding business buyers’ feelings and motivations, you can find deeper human insights that complement your other data sources.
- Gain critical context about the root of the problem, so that you can effectively design solutions that resonate with your customers
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