When you think of eCommerce, it is easy to think only of B2C. But eCommerce is much more than that. B2B eCommerce is growing at a rapid pace and it is important to keep up with the developments.
In this article we give 10 tips aimed at B2B retailers to help your online business grow and follow trends.
1. Offer easy and smooth orders
Make sure you have a customer order history on your B2B ecommerce store. B2B customers often place large-scale online orders and purchase at regular intervals. When they re-order, it needs to be easy.
2. Clear delivery information
Honesty is important. Be honest with your customers and give them the information they need about their deliveries. Will their order take longer than usual? Create a great shopping experience from start to finish.
3. Focus on the buyer experience
Get to know your customers and help them find what they are looking for as fast and smooth as possible. It should be easy to navigate in your B2B eCommerce store. A product should be available with a few clicks.
In the B2B business, customers make purchases for long-term solutions, resulting in longer relationships with companies. It’s important that your customer gets the help they need. Ensure they have a quality service experience by having a customer service system that is easy to reach out to and speak with.
It’s a good idea to collect all frequently asked questions in one place on your eCommerce site. A good FAQ site can give you both happier customers and better rankings on Google. Gather the most common questions that your customers ask, as well as answers to these.
4. Be unique
Think outside the box and try new things. You need to be unique and stand out.
It’s a good idea to do A/B tests to see what works for your customers. A/B testing means that visitors view 1 of 2 different pages. One is called the A version and the other one is called the B version. They usually have slightly different designs, or some other differences.
You collect data from real visitors during the test; that way you can clearly measure which of the pages converts best. This is a very powerful approach for increased conversion, as you will find which design solutions give the best results.
5. Newsletter subscription
Give your customers the opportunity to subscribe to your weekly (or monthly) newsletter. Emails may contain news, discounts, inspiration and information from your B2B site.
Apptus eSales Email Recommendations make use of unique behavioural data to send relevant product recommendations to your customers, increasing your conversion rate, click through rate and revenue.
6. Digital product catalog
Have a digital product catalog available to your customers so they can see what you have to offer and decide what to order. Make sure the catalog is available to those who not yet are customers. In fact, over 80% of buyers visit a website before making a purchase. Exclude prices but show your assortment. Then you can make it easy for new customers to order from your B2B store, through a smooth registration.
7. Automated merchandising
It’s almost impossible to track everything and control your online merchandising in real-time. Your merchandising needs to be highly automated. Apptus eSales helps you respond quickly to emerging trends and seasonal assortment changes. The more relevant your products are, the more you can increase your sales. Show the right products, at the right places, at the right times.
1 minute video on Rulebase vs Automated merchandising
8. Offer as much information as possible
Make sure you have quality product descriptions on your merchandise. Measurements, colors, materials, prices, and other important, necessary, information about your products. Reviews help potential customers decide if they will purchase. Use reviews and ratings as part of your content strategy to provide social proof to your other potential customers. Buyers trust in the recommendations they get.
9. Don’t forget the mobile
More and more people are shopping from a mobile device as a private individual. In fact, more than 40% of purchases are made from a mobile device. There is no reason not to believe that even part of the buying process in a B2B context will be done via mobile. The possibility to move with your shopping cart between different devices should also be available.
10. Optimise your product description
Having high-quality content on your eCommerce website is one of the best ways to increase traffic and improve your Google search ranking. Find keywords that people search for, choose high-value keywords and publish content that Google searchers want, are some of the things you need to do.
If you aren’t visible on search results, fewer customers know about you, you sell less, and your growth slows down. At the same time, your competitors will increase sales and profits.