I. Introduction

– The importance of design for business success, but the challenge of proving value and ROI

– Overview of techniques to measure and demonstrate design impact and value for B2B companies

II. Set Clear Goals and KPIs for Design Projects

– Align design goals and KPIs to overall business objectives 

– Examples of design KPIs: conversion rates, time-on-site, repeat visits, brand awareness 

– Tie design work to revenue goals and cost savings where possible

III. Conduct Quantitative Testing and Analysis

– A/B testing of design changes to quantify impact on KPIs

– Analyze site analytics before and after design changes 

– Document increased conversions, engagement, and other impacts

– Share tangible results with stakeholders 

IV. Survey Users for Feedback and Insights

– User surveys and interviews to gauge reactions to design

– Questions on usability, aesthetics, brand perception, and emotions

– Anecdotal evidence to complement quantitative data

V. Calculate ROI on Design Spend

– Estimate revenues generated from design work 

– Compare against cost of design resources and tools

– Demonstrate positive ROI and payback period

VI. Integrate Design Thinking Throughout the Organization

– Evangelize the value of design for the whole company

– Provide examples of design thinking and processes

– Conduct design thinking workshops for non-design teams

VII. Formalize the Design Review Process

– Establish a framework for evaluating new design work 

– Include key stakeholders from other departments

– Collect feedback and measurable data during reviews

– Improve perception of design’s value across the organization

VIII. Document and Share Design’s Impact and Wins

– Create case studies detailing successful design projects

– Quantify business impact with data and financials

– Present regularly to leadership and stakeholders

– Celebrate and promote design team’s contributions

IX. Continuously Improve Measurement Framework

– Review effectiveness of current metrics and methods

– Research new ways to connect design and business value 

– Implement more insightful tracking and analytics

– Set goals to further demonstrate design ROI

X. Conclusion

– Summary of techniques covered in the article

– Importance of quantifying and communicating design value for B2B

– With robust measurement, design can profoundly impact revenues, costs, and brand success

Introduction

For B2B companies, having a strong brand identity and well-designed digital properties are becoming increasingly critical for success. But while business leaders may understand the importance of design intuitively, proving the concrete ROI and impact of design work remains a challenge. 

Unlike sales and marketing campaigns, design is difficult to measure and quantify in terms of impact on revenues and costs. The value may be clear for consumer brands, but sceptical stakeholders in B2B organizations can see design as a cost center rather than a profit driver.

Fortunately, with the right approach it is possible to measure the impact of design and communicate the value and ROI to key decision makers. In this article, we’ll explore 10 techniques B2B companies can use to prove the quantifiable benefits of investing in design.

Set Clear Goals and KPIs for Design Projects  

The first step is to align design initiatives and projects with specific business goals and KPIs. Setting clear objectives makes it easier to determine whether design efforts are successful.

Examples of design-focused key performance indicators include:

– Increased conversion rates on landing pages or forms

– Higher time-on-site during design improvements  

– More repeat visits after redesigns

– Improved brand awareness and favorability  

Where possible, aim to tie design work to broader revenue goals and cost savings. For example, redesigning the checkout process with conversion rate optimization in mind, or developing branding assets to support a new product launch. With specific goals established, you can directly attribute design impact on real business results.

Conduct Quantitative Testing and Analysis 

Leverage techniques like A/B testing to quantify the impact of design changes on important KPIs. For example, run A/B tests when launching redesigned pages, and analyze which version meets the target metrics. 

 Closely analyze site analytics before and after deploying designs to see the measurable effects. Documenting increased conversion rates, time on site, traffic growth or other impacts provides the hard data to demonstrate design’s value.

Sharing tangible results from testing in terms meaningful to stakeholders can build support. Rather than discussing aesthetics, explain how design drove X% more conversions or $X,XXX in additional sales.

Survey Users for Feedback and Insights

Quantitative data should be complemented with qualitative insights directly from users. Surveys and interviews can reveal how people perceive and engage with design elements. 

Gauge satisfaction with visual aesthetics, copy, layouts and more. Seek feedback on brand impression and emotions evoked. This can uncover pain points and opportunities to improve further.

Anecdotal evidence directly from customers also helps tell the story to leadership teams. Quotes and testimonials bring designs to life beyond the numbers.

Calculate ROI on Design Spend

Tying design efforts to revenues gives a clearer picture of ROI. Estimate the commercial value generated from design work based on goals achieved – for example, additional sales from a new landing page. 

Compare this revenue contribution to the costs of design tools, software, personnel and other resources invested. This shows the payback period, and calculates a positive ROI that helps justify design spend.

Maintaining ROI metrics over time demonstrates how design consistently provides significant returns on investment.

Integrate Design Thinking Throughout the Organization

To build broader support, evangelize design thinking across the entire company – not just within design teams. Educate colleagues from engineering, product development, marketing and other departments. 

Provide concrete examples of user-centric design processes and how they positively impact business results. Consider conducting design thinking workshops to build firsthand experience.

This top-down, bottom-up effort can help demonstrate design’s value throughout the org. Ensuring design isn’t siloed also improves outcomes.

Formalize the Design Review Process 

Establish a structured framework for regularly reviewing new design work and collect measurable feedback. Include key stakeholders from across departments – development, sales, marketing, etc.

Solicit input on whether the work achieves stated goals and KPIs. Gauging stakeholder reactions can reveal effectiveness and perception of value.

Formalizing reviews also improves transparency and engagement in design efforts company-wide.

Document and Share Design’s Impact and Wins

Prepare case studies that highlight successful design projects, quantifying the impact on costs, revenues, brand perception and other business metrics. 

Present these regularly to leadership and stakeholders. Promote within the organization using internal communications channels and events.

Celebrating your design team’s work and contributions builds greater visibility and appreciation throughout the company.

Continuously Improve Measurement Framework 

Regularly review the effectiveness of metrics and methods for quantifying design’s impact. Research emerging techniques and find ways to make your approach more insightful.

Implement more advanced analytics and testing capabilities. Set goals to expand and evolve how you demonstrate design’s value over time.

The right framework provides the foundation for continuous improvement of your design processes overall.

Conclusion

Proving and communicating the ROI of design investments is critical for B2B companies. With the techniques outlined above – from thorough testing to documenting wins – you can make the case for design and unlock budget and support.

Well-defined metrics capture design’s ability to directly impact revenues, costs, brand perception and other aspects of business success. By taking a data-driven approach, design ceases to be seen as an intangible cost center, and becomes a key function that generates significant returns for the business.

The strategies here provide a blueprint to measure and quantify design’s value in business terms. With the numbers and anecdotes to back it up, design can take its seat at the table to meaningfully influence B2B strategy and operations.