Often we still see that B2B webshops don’t take into account enough the needs of the enduser. Visitors want to be able to easily navigate through the website, the ordering process must be easy to go through and the website must be nice and fast. How many people don’t drop out if a page takes too long to load? Therefore, make sure that your website speed and navigation structure are in order.
Optimise your B2B webshop for both desktop and mobile. Design a responsive design so that visitors on both devices can easily navigate the website and quickly find what they are looking for. You can also facilitate this with a search function and filters.
In short, keep the following optimisations in mind when you are going to optimise your B2B webshop for the user.
Responsive design on mobile and desktop
Fast page loading times
Fast and easy ordering process
Good navigation structure
2. Integration with order management system
These days everything has to be easy and fast to order and deliver. For B2B companies it is increasingly important that customers gain better insight into orders and availability of products. To be able to do so it is important that all data is available. With an order management system (at Welisa Commerce we use Salesforce to manage incoming orders), companies can, among other things, keep customer data up-to-date and manage accounts. All employees can thus easily update customer records and access the most recent information.
Integration with an order management system also offers benefits for the customer! This allows them to have real-time access to the most up-to-date information. This includes status of orders, payments and invoices.
It is crucial that you can measure the results of your B2B e-commerce shop. An online tool like Google Analytics can help you with this. This gives you even more insight into the customer journey of the customer, because you can measure visitor behavior. It quickly becomes clear which pages are performing well and where there is still room for improvement. Also important: monitor where and why people drop out when an order is not completed. What stage of the ordering process are they in and what is going wrong there? Make improvements based on this information and try to minimise the number of unfinished orders.
4. Make it personal
Thanks to their B2C e-commerce experiences, B2B customers are now used to a personalised experience. For example, you can show other product suggestions based on previously viewed or purchased products. Or segment your mailings by offering a discount to only customers who often buy product X. With special discounts, personal prices and reviews you can make the shopping experience more attractive for the buyer.
Make your content personal. Avoid a detached writing style and don’t talk too much from your own point of view. You can use marketing automation, so that customers can see personalised content, promotions and products.
5. All information available
Information is key! Therefore, try to ensure that visitors can find all the information in your B2B webshop. Detailed product information can, for example, reduce the number of incorrect orders. A visitor wants answers to certain questions and you can answer them by means of price and product specifications or by using white papers, videos and FAQs.
Always keep in mind that the wishes of the customer must be central when you design and optimize a B2B webshop. So keep maintaining and improving your webshop. That benefits the customer experience and sales only!