How do you keep users engaged on your website for longer? It starts with a great user experience (UX).

From navigation to site design to web accessibility, there are many ways you can optimize UX — too many to cover in a single blog post. That said, we’ve identified the four big UX trends B2B marketers should be thinking about — each of which are being driven by advances in digital tech and shifting audience preferences.

Let’s dive in.

1. Visualize content with augmented reality.

Yes, people have been banging on about AR for years. But all that early hype is finally showing potential — in large part, because the tech has become easier to deploy and interact with.

For instance, thanks to web-based AR, users can now interact with AR content without needing to download an app (they just need their smartphone camera and a web browser). That makes it far more likely they’ll actually engage with the content.

How can B2B marketers capitalize here?

One way is to create interactive AR product demos, allowing your audience to explore the complex inner workings of your product in a way that 2D visualizations don’t allow. When viewed on a smartphone or tablet, AR demos can also be used to overlay 3D models into your audience’s production environment — so they can physically see how your solutions might function in their business.

Seeing your products up close and personal can play a crucial role in influencing buying confidence and decision-making.

2. Transform interaction with voice.

Every smartphone on the planet has voice functionality these days. And that’s changing how we’re interacting with the web:  90% of consumers believe voice search is faster and more convenient than text search.

Marketers can jump on this trend by adding Voice User Interfaces (VUIs) into their website.

With a VUI integrated into your website, users can simply ask to navigate to specific pages, request information on your products, or fill in forms related to things like gated content or demo requests. Not only does this deliver the convenience users are looking for, but it also makes your website navigable to anyone on the move — increasing your addressable audience.

In addition, VUIs can play a major role in improving your web accessibility, providing users with a hands-free way to navigate and interact with your site.

Adoption of VUIs in web remains relatively low — but expect that to start changing in 2024. Jump on this trend now to get ahead of the curve.

3. Make things frictionless with Progressive Web Apps.

Progressive Web Apps (PWAs) are a type of software that bring app-like functionality to websites. Their rise in popularity is (in large part) down to just how effective they are: Starbucks reported its PWA led to a 2x increase in daily active users and a 23% increase in order diversity.

So, what makes PWAs so useful to UX?

Among other things, they deliver fast loading times (much faster than mobile websites), along with offline functionality, slick navigation, and the ability to deliver push notifications. These functionality improvements can lead to increased user engagement, conversion rates, mobile session times — the list goes on.

Really, PWAs can benefit any brand. But in the B2B space, we’ve noticed they’re massively underused. So, if you’re still relying on a mobile website, we recommend making this the year you upgrade.

4. Personalize everything with AI.

Amazon and Netflix nailed it years ago. Now, brands everywhere are using AI to create a more personalized UX. In fact, 92% of companies say they’re using AI-driven personalization to increase growth.

Beyond delivering tailored product recommendations (which might be the most obvious use of the technology), B2B brands can use AI to transform multiple aspects of their UX.

For instance, by analyzing user behavior on your website, AI can be used to customize your interface to match an individual’s browsing habits. This could include highlighting content to match their purchase intent, from top-of-funnel thought leadership to bottom-of-funnel buyer’s guides.

AI can also be used to predict Customer Lifetime Value based on factors such as purchase history, churn rates, buying preferences, and engagement data. These insights can then be used to confidently target the most high-value prospects with tailored messaging and recommendations based on past behavior and preferences.

Deliver the UX your audience wants.

In 2024, the intersection of new digital tech and shifting customer behavior is redefining how websites need to look and feel. Increasingly, great UX is defined by an intelligent mix of interactivity, personalization, and frictionless navigation. But that’s really just the start.

At Ledger Bennett, we can help you optimize your own website for B2B audiences. To find out more, get in touch today.