10 GREAT B-TO-B SITES

摘要

The recession may have ended, but most marketers continued to embrace austerity-doing only minimal work to keep their websites current and functional. This year, experts said, the thaw is over as marketers move to make big changes to their sites, f Psychology, or what user experience specialists call "behavioral economics," is becoming a bigger part of the design process, said Jennifer Cardello, a user experience specialist at usability consulting company Nielsen Norman Group. "A lot of us come from information architecture or visual design. We think about [design] logically and then are surprised that people don't behave logically," she said. "Much of what users are doing is dictated by their gut rather than their head." For instance, many companies are putting client company names-independent of case studies-as well as the logos for mainstream media outlets and the Better Business Bureau logo on their sites. "They're going for the 'halo effect' because we see people are swayed by what they see even in their peripheral vision," Cardello said.