Gartner Research

B2B: Best Practices for Facilitating Product Discovery via Site Search & Guided Selling Tools

Published: 27 August 2020

ID: G00729666

Analyst(s): Colin Gilbert , Kelvin Rhee

Summary

Most B2B brands offer a highly homogeneous and unsophisticated digital experience. However, site performance data from the Gartner Digital IQ Index demonstrates that the presence of keyword search, guided selling, and product comparison tools improve visitor engagement by securing lower bounce rates and higher page depth—key components of digital experiences that ultimately drive better conversion.

Table Of Contents

Introduction

Key Recommendations

Analysis

Gartner Recommended Reading

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