B2B Study

Industry Monitor B2B Digital 2021

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B2B Industry Monitor: How B2B companies are transforming their corporate websites into digital platforms

With the Industry Monitor B2B Digital, we continuously examine how user expectations and digital offerings are developing in the B2B market. To do this, our experts analyse the B2B market and study the websites, shops and digital services of B2B companies.

If you take part in the Industry Monitor, we will test your website using a selected use case in our UX lab. This allows us to identify the needs of your potential customers and employees, the strengths and weaknesses of your digital offering, and potential areas for optimisation. You will also receive the complete study results.
Participation is free but limited.

Take part in the study

Did you know that...

Alongside many interesting insights into the current state of digitalisation at B2B companies, our analyses have allowed us to clearly identify an overarching trend: corporate websites at many B2B companies are being transformed into customer-centric digital platforms. Functions are being integrated, new touchpoints are being developed, and better digital experiences for target audiences are taking centre stage in order to remain competitive.

What is standard today in German-speaking countries? What do users expect? What does procurement pay attention to? How do applicants behave online? What can B2B companies currently do to stand out from their competitors and gain a competitive advantage?

Our Industry Monitor B2B Digital continuously and currently examines these and other questions. It's about e-business and digital services as well as the interlinking of technologies and channels. Our experts also shed light on perennial topics such as findability on Google, product staging and the staging of the corporate and employer brand. We have summarised some key insights for you here. Companies taking part in our study conveniently receive the bundled knowledge from our analyses as a PDF.

The 6 key insights

We have summarised the six most important key findings from our B2B study for you here. The complete study includes the expertise of our experts in user experience, user research, creative direction and consulting. Alongside the figures and facts we extracted from analysing over 100 B2B websites, you'll gain insights into best practices and practical tips for optimising your B2B channels.

Our methodology

We analyse the web offerings of participating companies in three steps:

Benchmark and market comparison
We research current standards, minimum requirements and trends for complex B2B platforms and shops.
Expert review
Our experts analyse your digital offering and compare it with the market insights from step 1. This lets us quickly establish how competitive your digital service is.
Testing with participants in the UX lab
Selected test subjects complete various tasks, for example on your company website. We observe what the test subjects do, what catches their attention, what causes problems and whether they can complete the tasks easily and quickly.