How to optimise the B2B eCommerce Experience
B2B customers want access to the right information, always and everywhere. They want an efficient, smooth experience in your webshop with up-to-date content. To meet these needs, it is important that your B2B webshop is user-friendly and easy to navigate.
Ask customers for feedback
You don’t have to reinvent the wheel every time. Learn from your customers! Ask them how they experience your webshop and what they find important in a B2B e-commerce webshop. Do they run into anything during the ordering process or are some pages hard to reach?
In conversation with your customers you will quickly find out what could be better with regard to the user experience. An additional advantage is that customers appreciate their opinion being asked.
Increase page loading speed
Nowadays everything has to go fast – and preferably even faster. This also applies to website visitors. Before you know it, your potential customers are leaving your webshop. Why? Because your pages load too slowly. Keep monitoring the loading time of your B2B webshop, both for desktop and mobile.
Increasing the loading speed of your website often requires technical knowledge. Therefore, discuss the optimisation options with your web developer. You can even start compressing images yourself. Images that are too large are often one of the reasons why pages load slowly.
Clear content and clear navigation
Can visitors quickly find what they are looking for and does the content on that page provide enough (and correct) information? Then your potential customer can just become an new customer! Even when they end up on a page that does not quite match what they are looking for, you can keep the user on your website with a clear navigation structure. Therefore, create a clear menu and navigation structure and optimise the user experience with a breadcrumb path so that you can easily switch between pages. An HTML sitemap in the footer of your webshop is helpful as well.
Do you want to redesign or optimise your B2B webshop? Then try not to focus only on a beautiful design. Always put user experience first.
