Connecting B2B buyers & vendors

After hundreds of interviews with B2B buyers, we not only compiled a set of visual artifacts to share with the broader team, but we also established a recurring line of communication with our audience.

Our category pages are the main entry into the site from Google, so our solution had to weigh the SEO requirements for these pages since they have a large impact on sales conversations.

One of the most important insights from our initial interviews with B2B buyers was how self-serve they are in terms of collecting information. This leads us to a high confidence decision to invest in filtration at the category level.

Product pages are the storefronts of companies like HubSpot, Zoom, and Oracle on TR, but these products can serve a lot of different buyers. Meanwhile, we had the challenge of reducing the time to value visitors to these pages.

By creating a summary level view of each product, we’re able to create smaller amounts of content to consume. If we learn anything from our users, we can bubble up relevant reviews to their role or company segmentation.

Google prioritizes mobile-optimized pages, and in a hotly competitive category of websites (B2B reviews), we needed to maintain our page position at scale across our largest categories. By taking a mobile-first approach, we were able to push the overall user experience while maintaining the status quo.

Once users are able to find what they’re looking for, typically, they’ll want to share what they’ve learned about a piece of software with their peers in order to expedite a buying decision.

On TrustRadius, reviews are at the core of the value proposition of the platform, and we shaped a solution that would incentivize reviewers to tell us what software they’re interested in.