B2B commerce has become a massive sensation online. The web and its innovative e-commerce solutions have made it easier than ever for businesses to reach their clients and ensure that their target audience gets the information, products, and/or services they need.
That doesn’t mean that you can throw a website without thinking about it. However, it would be best to have certain strategic and technical must-haves for your website to rank, reach your audience, and improve conversions and sales.
Here are our top 8 recommendations for putting together an amazing B2B e-commerce website.
1) You Have to Be Mobile friendly
First and foremost, you need to make sure that your website is mobile-friendly. With most consumers around the globe using their smartphone or mobile device as their primary way of connecting to the web, you need to have a mobile-friendly website. If you don’t, you are going to miss out on bringing in new leads and customers.
Take this common scenario. A potential customer has heard and seen rave reviews on your company and your product. After a dozen recommendations, they take out their smartphone and pull up your website.
What do they find? A desktop version of your website that they can barely read on their mobile device. Titles and text are crammed together. Buttons don’t work, and no visitor can readily find the information they need. After 20-30 seconds of struggling, they abandon your website and browse something else.
Having a mobile-friendly website is not only essential for making a good first impression on your website visitors but can also substantially increase your mobile conversion rate. The easier you make it for your customers to find the information they need on their mobile device (blogs, articles, and your products or services), the greater your chances of turning a mobile visitor into a new lead or customer.
2) Your Website has to be Fast
Think that website speed doesn’t matter? Think again. The modern consumer is used to getting faster hardware, software, networks, and devices every year. So whenever a new smartphone, tablet, or laptop is released, what’s the first improvement companies sell you on? Speed.
If your website, pages, and content don’t load quickly, you will be hemorrhaging website visitors. Use Google’s page speed test so that you can check the page speeds of your website on both desktop and mobile devices.
Google is starting to put a lot of weight into the speed of how and where they rank websites. So make sure that your pages load quickly so that you can keep visitors and potential customers on your website.
3) You have to have an SSL on Your Website
You may not think that the “s” that comes after “HTTP” is that important, but we assure you that it is. It is important to you and anyone who is visiting your website.
What does the “s” mean for you?
More importantly, it guarantees that your customers’ information (contact information, credit card number, etc.) is secure on your website. That “s” lets them know that their information is safe when purchasing or transactions on your website.
What happens if you don’t have the SSL certificate? Most browsers like Google Chrome will notify the visitor that your site may be insecure or unsafe. Make sure your website is safe for your customers and working for you ––– not against you ––– by making sure that you pay for an SSL certificate for your website.
4) Nail Your Shipping and Be Transparent
Besides having a slow or unresponsive website that doesn’t protect your customers’ information, nothing will lose a recurring customer faster than an experience with poor shipping.
Here are a few of the top reasons B2B customers abandon their cart before checkout and often abandon one company for another.
- Surprise delivery charges
- Long online checkout processes
- Overly complicated checkout processes
- No options for expedited shipping
- High shipping costs in general
- Items that have been broken or damaged in transit
Your customers and the businesses you do business with are looking for the fastest, easiest, simplest, and most effortless checkout process and shipping experience you can provide. That’s precisely why updating and optimizing your shipping process is key for providing an outstanding B2B e-commerce experience.
5) Make Sure Your Images and Video Load Quickly
Using photos and videos on your website can boost your conversions and increase sales. More now than ever, we see that the content consumed and shared most widely is visual, not text-based.
Businesses can get carried away with adding massive image files, dense videos, and so much content that your content loads slowly or lags. But, much like a slow website or one that isn’t mobile-friendly can deter visitors, potential customers aren’t going to stay on your website if they can’t see the unique value you have to offer.
Keep your images smaller so that they will load faster. Keep your video boxes smaller as well, giving your visitors the ability to choose their preferred resolution.
6) Make Your Content Actionable and Engaging
Your content sells you. It sells your customers on your products, services and conveys your USPs and what makes you better than the competition. The web is fast-paced, and so are your customers’ attention spans. In a world where they can get what they want right when they want it, it takes a lot to get someone’s attention.
How do you hold their attention? Create engaging and useful content.
Please speak to your customers in the language they would use. Answer any FAQs or concerns that they may have about the product or service you provide. Treat your website like having a friendly conversation with them. A conversation in which you answer their questions, put their worries to rest and convince them beyond a shadow of a doubt that you are the best in the business.
Here are a few ways you can use engaging content to woo your customers:
- Include your USP right at the top of your homepage
- Give your visitors a roadmap to know exactly where to go, what they are getting from you, and where the shopping cart/your products are.
- Use the Hemingway App or Grammarly to increase your readability
- Don’t speak over their head or get too technical. Use the language and verbiage that they would use.
- Add personality and flair to your content to make you stand out. Humor and positivity are great.
7) Use Analytics
B2C often makes for a simple and streamlined sales process, but selling to other businesses requires different procedures. This can include different contracts, inventory specifications, shipping frequency, general shipping needs, and communication and report.
Simple analytics aren’t going to cut it with your customers. So instead, ensure that you are using analytics software that gives you the ability to track various KPIs for yourself and your individual customers.
8) Personalize Your Website For your Brand and Your Audience
Individuality and personalization are key in standing out from your competitors and winning over new customers. You need to show that to your customers by
- Creating one of a kind experience when potential customers visit your website
- Speaking to them in a voice they are comfortable with and is uniquely yours
- Making sure your voice is consistent across all content mediums and platforms
These qualities are going to be the ones that keep people coming back to your site, boosting your SEO, and driving more leads and sales to your eCommerce business. They make you memorable and uniquely you, which is important to your customers.