Basics of B2B eCommerce - what customers expect, and how to meet those expectations

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THE BASICS of B2B ECOMMERCE

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Even though you sell your products B2B

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Why? because buying experiences

online at home, set

expectations about what their

experience should be on

your site.

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4 | Img source http://blog.gogrid.com/2013/05/31/cloud-opportunities-benefits-exceed-global-expectations/

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find what they are looking for .

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hat just means that helping your customers find what they are looking for is

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Most people start their “finding process” with a

search engine. Just like you, your customers

will click more on organic then on paid ads.

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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.

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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 | Img source: http://farm9.staticflickr.com/8105/8453110331_af69aff246_z.jpg

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and allow your customers to find what

they are looking for on your site,

however they want to find it.

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and now for something really cool, look at their type ahead in search…

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Notice, how Quill’s type ahead shows products,

category matches and has merchandising with images

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If 70% of time is spent by your users finding information, let them find it in their way using SEO, Search and Navigation

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simply, and intuitively act on what they find .

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@justin_king 20 20 | Img source: http://cdn2.hubspot.net/hub/53/file-206696192-png/Blog-Related_Images/conversion-psychology.png?t=1372188065000

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.

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the key to B2B, it is their job .

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@justin_king 23 23 23 | img source: http://ffcm.org/compliance/public-construction-workers/

The biggest difference in B2B is that the people that are

visiting your site are

doing so because it is

their job.

@justin_king 24 24 24 24 | img source: http://www.thestaffingstream.com/2013/05/09/go-hire-some-lazy-people/

And in their jobs more than anywhere

else,

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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 26 26 26 26 26 | img source: http://thesiswhisperer.com/2012/06/28/is-becoming-paperless-a-bit-like-giving-up-smoking/

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.

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This might be tools like…

@justin_king 28 28 28 28 28 28 | img source: https://www.icts.uiowa.edu/content/contract-negotiation /

@justin_king 29 29 29 29 29 29 | img source: http://images.businessweek.com/ss/08/10/1024_cost_cutting/4.htm

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and roles

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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.

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consistecy across all devices and channels .

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Need I say more. Your customers

want to have a consistent

experience no matter the device

@justin_king 34 34 34 34 34 34 | img source: http://www.thejrexperiment.com/2013/02/28/television-111-bbtv-runner-ups-and-beerry-flirt/customer-service-agent/

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Your customers expectations are rather simple,

but a great place to start when thinking about

B2B eCommerce.

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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

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and

@justin_king

justin@ecommerceandb2b.com

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