How can a brand from a low-involvement category create a website where their customers from both the B2B and B2C sections can navigate easily, and find relevant content at every turn?
Being veterans in providing digital marketing services, We realised the way B2C consumers approach a website is very different from the way their B2B counterparts do. Keeping this in mind, we designed a website which allowed all users to navigate through with ease.
Realising dual need for both sets of consumers, the website’s navigation was divided into two sections; a technical, jargon-heavy, section relevant to their B2B consumers; and a simplified one, relevant to their B2C consumers.
After the launch of the website, Legrand’s customers’ monthly involvement online increased by x%. The website’s bounce rate also dropped by 12%.
As Legrand belonged to a low-involvement category, their main target audience was B2B. However, they realized that they also needed to cater to their B2C consumers, which meant that having just one website wouldn't suffice. They understood that the technical jargon and complexity of the website might drive away potential customers. Therefore, they decided to create a single website with a different approach for both B2B and B2C audiences, focusing on what the consumers wanted to see. To improve the website experience for their B2C audience, Legrand simplified their search mechanism with a section called "I am" and "I Need," along with a user-friendly UI/UX design. Working with a digital marketing agency, they were able to ensure that the website was optimized for both desktop and mobile devices, making it easily accessible to their consumers. To further streamline the consumer journey, Legrand divided their B2C searches into four verticals and multiple spaces such as the bedroom, garage, hall, etc., to help users find relevant products quickly. By focusing on what people are most comfortable with, which is their environment, Legrand was able to target their desired behavior and improve their user experience. Overall, by improving their website design and user experience, Legrand was able to cater to both their B2B and B2C customers effectively.
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