Business-to-business (B2B) eCommerce is an online business model that facilitates transactions between businesses (for example, online trade between a manufacturer and a wholesaler), rather than between a business and consumers (B2C).
Just like in a B2C environment, companies that run a B2B transactional model should offer a lovely customer experience. One of the top motivations for this is it costs roughly 5-25 more to acquire a new customer as opposed to retaining current ones
So, how do you ensure your B2B eCommerce website is offering the best experience? Check out the following tips:
1. Understand Your Customers
The dynamics of a B2B eCommerce platform vary greatly from a B2C setup. Your customers will have varying needs and expectations, considering that every business is set up differently.
In that case, it’s crucial to understand your customers so that you can create an experience that is in line with their needs and fits into their aesthetics.
2. Engage Professional Developers
Many B2B businesses don’t have an on-demand in-house team of full-stack developers for their projects, which is a good thing. It’s much more cost-efficient to outsource your software development needs, as long as you choose talented developers.
Top-rated b2b eCommerce website development providers like Launch are best-suited to offer a wide range of exceptional services such as custom B2B web development. That way, you’ll have tools that are built specifically for your business, to serve a particular type of customers.
3. Optimize Your Site for Speed
In a B2B setting, you’re dealing with customers who don’t have a lot of time on their hands. Don’t be surprised by high bounce rates if your site isn’t optimized for speed, since you have competitors who serve as alternatives to your clients.
So unless you are offering an innovative, proprietary commodity, they’ll easily switch to your competitors.
4. Have an Intuitive Site
Just like speed, easy browsing enhances the overall customer experience of your eCommerce platform. Using the right menu style, for example, ensures that your clients can find what they are looking for without having to move back and forth.
One of the most advisable navigation options for a B2B website is layered navigation. This type of web navigation comes with various advantages such as Ajax page loading and multi-filter functions.
5. Create Relatable Content
There’s a lot of marketing content on the internet, so anything that stands out is interpreted as being central to an effective marketing strategy. Creating an innovative product that actually solves a buyer’s problem is one way to do it.
Other than that, it pays to sell people something they need even before they know they need it. That’s where quality relatable content comes in. Your eCommerce website content should be useful, convincing, and trustworthy.
If you tell a story that your buyers relate to, it will take less effort to prove that your product is what they are looking for.
6. Make Your Supply Chain Part of the Narrative
While targeted marketing campaigns do a great job, your customers need to know you better. They should access your supply chain information and figure out things like:
- Who do you do business with?
- Where do you source materials?
- What turnaround times should customers expect?
- Why are you using a certain business model?
Having such business data in a place that is easily accessible by your customers promotes business transparency and makes your customers trust you more.
7. Provide a Straightforward Buying Experience
Customers want an easy buying process – simple. Very few among them are willing to spend their time working out what certain terms mean or how to make changes to their purchase lists. Your B2B eCommerce platform should be well-optimized so it’s easy for customers to navigate product pages, while still getting regular action nudges that don’t come out as being pushy.
Consider the following if you want to enhance your platform’s purchase experience:
- Offer a live chat customer service function
- Enable quick order possibility
- Allow different payment models
- Have tracking on back orders
- Offer tools for resellers
- Provide self-service sales
- Ensure there are internal tools for repurchasing
- Support different order processes
- Publish FAQs that solve commonly encountered issues
- Create a mobile-optimized version of your eCommerce shop
- Ensure that product pages have reliable information and real-time inventory counts
Of course, there are lots of other ways to simplify the buying experience, which is why teaming up with experienced B2B web developers would be a great boost since they have learned several tips and tricks over time.
To Sum Everything Up,
The above tips, while not exhaustive, are a great starting point for B2B eCommerce businesses that want to enhance the performance of their websites. Though B2B eCommerce is branded as a difficult and complex field, knowing what to do makes the journey easier and manageable.
By considering the above tips and working with experienced developers, you can create a strategy that will help you capitalize on success.