In the #B2B marketing realm, lead generation is the name of the game. But despite all this legwork, your site isn’t generating qualified leads at the rate it needs to be. What gives?

1. WebEnertia > SlideShare
NAVIGATION UX PATTERNS
THAT HELP TURN B2B SITE
VISITS INTO QUALIFIED
LEADS

2. 37% OF VISITORS LEAVING
A SITE WITHOUT
COMPLETING FORMS OR
ANSWERING OTHER CALLS
TO ACTION.
Poor website navigation can account for up to

3. WebEnertia,Inc. 3
Applying the Right Navigation features for Your B2B Tech Website
A Note About Personalization
Avoid Three Nav Designs That Alienate Website Visitors
- Unorganized Navigation
- Vague Links
- Inconvenient Call to Actions
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TheseNavigationUXPatternsHelpTurnB2BSiteVisitsintoQualifiedLeads
Table of Contents

4. There are a lot of options in the current era for optimizing the site
navigation experience.

5. ORGANIZATION AND
CONVENIENCE.
Let’s talk about two absolutely vital components all good site navigation have:

6. TheseNavigationUXPatternsHelpTurnB2BSiteVisitsintoQualifiedLeads
Applying the Right Navigation features
for Your B2B Tech Website
WebEnertia,Inc. 6
- Poor navigation will always have the opposite effect
- Avoid making users too impatient, confused, or simply too frustrated to complete the next step in the purchasing journey
Set them up for success from moment one
Follow up with low-commitment opportunities to learn more
- Answer their most essential questions upfront
- Give them a big-picture view of your offerings

7. Personalize it.

8. FUNCTIONALITY AND
FEATURES WILL VARY
DEPENDING ON THE
INDUSTRY YOU SERVE.
It’s important to note that

9. TheseNavigationUXPatternsHelpTurnB2BSiteVisitsintoQualifiedLeads
A Note About Personalization
WebEnertia,Inc. 9
Ex: websites serving the medical and healthcare fields will require navigation that looks very different from, say, a website catering to the needs of
cybersecurity clients
- a medical technology site would likely prompt the user to watch a demo illustrating a proposed solution
- being prompted to explore an ROI calculator could be more beneficial for an IT Security Manager who is contemplating the purchase of
cybersecurity software
Calls to action will invariably differ for each respective field

10. What could your site do that would make a visitor give up and leave?

11. CONSIDER THE LEAST
EFFECTIVE PRACTICES
THAT TOO MANY
WEBSITES STILL EMPLOY.
To choose the most effective approach, it’s sometimes helpful to

12. TheseNavigationUXPatternsHelpTurnB2BSiteVisitsintoQualifiedLeads
Avoid Three Nav Designs that Alienate
Website Visitors
WebEnertia,Inc. 12
- Consider using so-called mega menus that let visitors access even the deepest sections of your website
- Maximize the use of space and can leverage full screen or full- width dropdown menus with visuals to promote a wider range
of assets in navigation
- Reassure users they are never more than a click away from the information they need
- Allows you to promote those important lead gen CTAs
01. Unorganized main navigation with too many items and overly simplistic dropdown menus.
Effective Solution:

13. TheseNavigationUXPatternsHelpTurnB2BSiteVisitsintoQualifiedLeads
Avoid Three Nav Designs that Alienate
Website Visitors
WebEnertia,Inc.
- Effective link naming is a navigational tool that ensures all links are
meaningful and easy to follow
- Links should be labeled in a way that’s understandable and
easy for target personas to distinguish
- Include short descriptions for hard to understand links
- Establish trust and let users know before they click exactly where each
link will take them
02. Vague, non-descriptive links that don’t give
users enough information about where they are
headed on your site.
Effective Solution:

14. TheseNavigationUXPatternsHelpTurnB2BSiteVisitsintoQualifiedLeads
Avoid Three Nav Designs that Alienate
Website Visitors
WebEnertia,Inc.
- “Sticky” navigation, CTAs and locked assets
- Lock priority messaging to the top of the browser, so it’s
constantly visible and accessible as users scroll down the
page
- Give guests helpful and unobtrusive reminders to “get
started,” “contact sales,” “free trials” or complete another
task before leaving your site.
03. Inconvenient or easy-to-lose gated assets and
calls to action.
Effective Solution:

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