Optimizing a B2B website through two phases of qualitative research

A leading building products manufacturer was losing leads through its website and received feedback from its professional audiences (engineers, architects, contractors) that its website was not helpful. The manufacturer hired a marketing agency to build a better website, but needed guidance on how to optimize it for different audiences.

We conducted an extensive review of the current website, and two waves of qualitative video interviews, where the brand’s current and potential users were brought to the website and asked to complete different scenarios related to their use of such sites.

The first wave provided feedback on the UX/usability of the current website, leading to a clear roadmap of desired improvements to guide the development of the new website.

The second wave provided feedback on wireframes for a potential new website, to ensure that the redesigned website accurately captured the audience’s needs.

Through close collaboration with the client and their marketing agency, the new website launched and saw favorable reviews for usability and lead generation.