Basics of B2B eCommerce - what customers expect, and how to meet those expectations
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The document discusses the basics of business-to-business (B2B) e-commerce. It emphasizes that B2B customers have come to expect the same easy online shopping experiences they find on consumer sites. It stresses that B2B sites should allow customers to easily find desired products through effective search and navigation features. It also urges B2B sites to make it simple for customers to act on the information they find by facilitating actions like adding products to carts or requesting quotes. Finally, it notes that B2B customers want a consistent experience across all digital channels and devices because they are visiting the site as part of their job.
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Basics of B2B eCommerce - what customers expect, and how to meet those expectations
- 1. THE BASICS of B2B ECOMMERCE @justin_king 1
- 2. Even though you sell your products B2B @justin_king 2
- 3. Why? because buying experiences online at home, set expectations about what their experience should be on your site. 3 | @justin_king
- 5. find what they are looking for . @justin_king 5
- 7. hat T just means that helping your customers find what they are looking for is @justin_king 7
- 8. Most people start their “finding process” with a search engine. Just like you, your customers will click more on organic then on paid ads. @justin_king 8
- 9. Put a SEO (search engine optimization) strategy together. Expose your product catalogue to the search engines with all of the rich attributes and information surrounding your products. Don’t hide them behind a login. @justin_king 9
- 10. And on your site… you don’t know what problem they are trying to solve, and even if you knew the problem, you wouldn’t know how they wanted to solve the problem. 10 | @justin_king Img source: http://farm9.staticflickr.com/8105/8453110331_af69aff246_z.jpg
- 11. and allow your customers to find what they are looking for on your site, however they want to find it. @justin_king 11
- 12. @justin_king 12
- 13. @justin_king 13
- 14. @justin_king 14
- 15. @justin_king 15
- 16. and now for something really cool, look at their type ahead in search… @justin_king 16
- 17. Notice, how Quill’s type ahead shows products, category matches and has merchandising with images @justin_king 17
- 18. If 70% of time is spent by your users finding information, let them find it in their way using SEO, Search and Navigation @justin_king 18
- 19. . simply, and intuitively act on what they find @justin_king 19
- 20. Acting (conversion) can be lots of things. It can be add to cart, get a quote, call your rep, chat with a specialist, or simply request more information. And each product and page can define conversion differently. 20 | @justin_king 20 Img source: http://cdn2.hubspot.net/hub/53/file-206696192-png/Blog-Related_Images/conversion-psychology.png?t=1372188065000
- 22. . the key to B2B, it is their job @justin_king 22
- 23. The biggest difference in B2B is that the people that are visiting your site are doing so because it is their job. 23 | @justin_king 23 img source: http://ffcm.org/compliance/public-construction-workers/
- 24. And in their jobs more than anywhere else, 24 | @justin_king 24 img source: http://www.thestaffingstream.com/2013/05/09/go-hire-some-lazy-people/
- 25. That means that if you make their job easier on your site, they will come back. If they come back they will spend more. If you help them be lazy @justin_king 25
- 26. You innovate here by giving your customers tools even outside of finding and purchasing products to help them do your job. This is your chance to innovate and figure out what makes your customers tick. 26 | 26 img source: @justin_kinghttp://thesiswhisperer.com/2012/06/28/is-becoming-paperless-a-bit-like-giving-up-smoking/
- 27. This might be tools like… @justin_king 27
- 30. and roles 30 | @justin_king 30 img source: http://images.businessweek.com/ss/08/10/1024_cost_cutting/4.htm
- 31. In the end, this is not about me or you. This is about giving your customers the tools that make their job easier and keep them coming back. @justin_king 31
- 32. . consistecy across all devices and channels @justin_king 32
- 33. Need I say more. Your customers want to have a consistent experience no matter the device @justin_king 33
- 35. Your customers expectations are rather simple, but a great place to start when thinking about B2B eCommerce. 1. Find what they are looking for 2.Act on that information simply and intuitively 3. Remember, it is their job to be on your site 4.Have a consistent experience across channels and devices @justin_king 35