- Bulk checkouts - can a corporate buyer easily change the multiples and pack sizes or direct different parts of their order to the appropriate depot or outlet?
- Repeat orders - can your buyer set up an account and reorder the same items next time without going through the store again?
- Delivery - do you have clear, honest information about how long deliveries will take, with updates along the way?
- Pricing - can your buyer see the price with and without VAT so they can make direct comparisons between products and competitors?
- Search - do you have a search field or filter option so a busy buyer can find the item they need quickly and without scrolling?
- Payments - can you accept a range of methods (i.e. PayPal, company card, bank transfer) and ideally offer the option to set up a credit account?
- Returns - can a buyer process a return or an exchange online without emailing or calling anybody? Do you provide automatic account credits when an item is returned?
While other elements like pricing, brand quality and reputation play into the buyer's decision to spend money with your business, the easier it is for them to navigate your site and check out, the more likely they will return next time.
Seamless and efficient B2B ecommerce sites give your buyer a positive experience and create a favourable opinion of your company.
2. Ensure Your Product Pages Answer Every Possible Question
B2B retailers spend considerable time and effort designing and developing products, creating imagery and descriptions, and promoting those products through their marketing.
But, if anything is missing from your product pages that a buyer can't quickly check, it could all fall apart at the last hurdle.
Like the website UX we discussed earlier, you want your ecommerce store to showcase all your best products with complete information to help your buyer determine which item is right for them.
Here are a few examples:
- Accreditations or production standards: if your client company needs components or items consistent with a particular regulation or industry standard, you need to include these vital snippets of information within your product specification.
- Images: a buyer won't normally be satisfied with one front-on picture. Display graphics of each product from every angle, or ideally a 3D video, so it's clear what it looks like and how it works.
- Availability: can a buyer see how many units you have in stock, how long they'll take to be delivered, or what multiples they can order each time?
- Technical detail - B2B buyers have a need to know the technical details of the products to make sure that they are suitable for thier projects.
B2B retailers should optimise product descriptions as well as their key landing pages, which means a B2B buyer can find the product in a search engine enquiry and associate it with the keywords they are looking for.
Digital catalogues are a must and allow a buyer to review products and avoid wasted time requesting product information sheets or flicking through a hard copy brochure.
3. Target Your B2B Buyer at Each Stage in Their Procurement Process
If a buyer is reviewing potential solutions or comparing products, they aren't going to be keen on pop-up ads or technical information that, at this point, doesn't add value to their decision-making.
B2B ecommerce marketing involves tracking each sales prospect and automating marketing touchpoints to ensure they are encouraged onto the next step in your sales funnel, with the right action at the right time.
Is your buyer:
- Conducting research and exploring possible solutions?
- Defining the properties and features of your products?
- Analysing whether your ecommerce services are right for them?
- Presenting your products to an executive for approval?
- Looking to check out or place a repeat order?
When you know which task your buyer is concentrating on, you can guide them forwards with relevant, useful information.
For example, you can add FAQs to your site with all the details a buyer might want to know before deciding whether your business has the right products for their requirements.
Email capture is a great way to stay in touch with possible buyers and showcase the benefits your company brings to them. Regular newsletters don't necessarily need to be sales based but can provide information, inspiration, insights or news relevant to their industry.
You can also automate promotions based on seasonality, trend, or business sectors to create highly relevant campaigns that will reach your buyer when they are poised to buy.
The best B2B ecommerce tip is to make your content as unique and engaging as possible, so you might consider A/B testing to see which text, images, promotions or graphics perform best.
4. Ensure All B2B Ecommerce Platforms Are Optimised for Mobile
Finally, don't forget that buyers are incredibly likely to use a smartphone, tablet or another handheld device and won't solely purchase or research retailers through a desktop or laptop.
If your ecommerce site is perfectly designed but becomes squashed or slow on a mobile, you make it more difficult for a buyer to make a quick purchase, log in to their account on the go, or check the status of an important order while they are in a meeting.
B2B ecommerce accounts should be available on any device and have an option to save a shopping cart so that a prospective buyer won't find that, when they have time to complete a transaction, their preferences have been lost and they need to start again.
If you're looking for a B2B agency partner or a B2B web development expert, get in touch with Tiga Today.
- What is the B2B decision-making process?
- Effective B2B Customer retention strategies
- B2B market segmentation guide
- What is vertical marketing in B2B?
- 10 B2B lead generation ideas
This post was written by:
Steve is co-owner of Tiga Creative Marketing
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