E-commerce has become a mainstay reality in this digital world. And most B2B customers are turning to E-commerce stores to purchase their products and services directly. Besides, B2B commerce has become a massive sector in the global E-com industry. Despite gaining attention – B2B E-commerce is still behind its B2C counterpart.
But times have changed, and B2B buyers now demand better services, better sales, and customer experience. If you are launching a B2B or an E-commerce website – you will need to adapt to current consumer demands, or else you are at risk of losing potential business. The strategies below will give you a fair idea of improving your website and eCommerce development, so continue reading.
Seven Ways to Improve Your (eCommerce/B2B) Website in 2021
Make use of the Right platforms
A wrong solution could end up as an incorrect decision altogether. There are many online platforms for you to choose from – but a wrong one would spell trouble. Besides, not all E-com platforms are equal. You’ll have to make sure – you choose the features you need to go ahead with. No one can be sure of the services to use – but you can be sure of what to avoid making the most of it.
Build-in site solutions are great, but they won’t provide you with specialized options as third-party solutions. For example, if you need payment integration for credit cards – you need to choose specialty services in the field. Besides, the expertise of the solution ensures that your website integration works correctly. Plus, you can get the proper support when you need it.
For the selection process – you need to consider budget, the type of product you’re selling, and features your E-com store needs. Then, once you narrow down your focus – find a platform that suits your product requirements.
This method approach is essential to decide on integration. Moreover, when you are ahead in your E-commerce game – that time, you will know you played your cards well.
Maximize your On-site functionality and adopt Customization
B2C search and B2B search are different. With a B2C – you might get away with embedding a search box. But, this strategy won’t work in the B2B eCommerce website. The Onsite search function in B2B needs to be robust because B2B customers are more analytical in how they search for products.
And that is because the product category on E-commerce websites is content-rich and data-driven. B2B sites feature thousands of product categories with hundreds of products according to different functions, attributes, features, and models. Following this, your search filter needs to target more intelligent On-site queries that bring back the most accurate results.
Customization is the most powerful marketing strategy. With the advent of digitalization – B2B, commerce has to bring customization strategy online to attract more customers. And, eCommerce websites can identify customers’ purchase history and intent with relevant customer data.
They can then use this to offer deals and better pricing options. Besides, customization is the best way to improve website sales. And this is true as the buyers develop a personal connection with your brand. Moreover, with a personal connection – there is a feeling of security.
Focus on User experience and use Chatbots
Focus on improving the user experience of your E-com site. You can fine-tune the site experience to make your customers comfortable on your site. Ensure that your website is fast and isn’t suffering from downtime. Besides, it is vital to look for web hosting services that provide ample resources when you need scaling.
In addition, your eCommerce website must provide excellent page loading speed and uptime. Also, you will have to build confidence and trust by using the best security features for your site. Ensure your site has the security seal and certificates when users visit your site.
Adopt chatbots if you haven’t leveraged the technology yet. They are handy for your business needs as they can help you sell or cross-promote any product. Most importantly, they help to respond to customer queries 24/7.
Most customers leave a website if they find no answers or don’t get the information they search for. For example, if they encounter payment issues – they may use a chatbot on your site for a solution. The chatbot feature reduces more than 50% of cart abandonment, which is a significant problem with E-com stores.
Focus on Real-time inventory management and Mobile optimization
E-commerce websites should pay special attention to real-time inventory management. If a customer makes an order on your site and the product is out of stock, that customer would go to your competitor’s site to complete the order.
In exchange – you may lose a customer or have a negative review. When you sell across multiple channels – it’s essential to develop a unified real-time inventory management system.
A unified system will make sure buyers see the stock count of each product in real-time. Additionally, this can help you know when you need to restock your inventory or products.
More than 50% of customers shop on mobile today. If your eCommerce website isn’t mobile-optimized – you would lose a considerable share of the customer base. More than half of customers say that if a business isn’t mobile-friendly – they won’t recommend it.
In 2017, 50% of B2B queries were made from mobile phones, which is expected to rise in 2022. Furthermore, Google prioritizes websites that are mobile-friendly and optimized. Looking at these facts – if you don’t make your E-com website mobile-friendly, it will cost you, dear. So ensure that your E-com site is completely mobile optimized.
Pay attention to the Self-sufficiency and Data
More than seventy percent of B2B buyers prefer a business interaction via a website – not a sales representative. Let’s say a buyer wants to talk about business – the buyer would have to call the salesperson and enquire about product information, payment, ordering sample, and requesting a quote.
This process may be a bit tedious for a new buyer. However, with the self-sufficiency feature on your B2B site – you can give your buyers direct access and control over the information they wish to seek. Besides, this will boost customer satisfaction and affect your future sales goals.
Are you taking advantage of your consumer base through analytics? If not, you must do that right away. Collecting data is essential to know more about consumers’ buying and spending trends. For example, you will identify your consumers’ most preferred payment choice and what your consumers are more likely to purchase.
Moreover, most E-com platforms have built-in analytics functions so that you can keep a tab on data. Once you gather data – take advantage of third-party options to improve the site functions. Besides, understanding shopping behavior will give you a competitive edge over your counterparts.
Focus more on Scalability and Abandoned carts
Being able to scale your E-commerce website would require you to take the correct steps. You must focus more on hyper-specific product categorization and starting as a drop shipper – if it is applicable.
If possible, you can begin with a scalable platform like Alibaba. Moreover, it is essential to team up with reliable distribution partners. These things help you eliminate the operational costs and allow you to scale. Also, scaling identifies new markets – including the recent ones.
A customer might browse your website and add products to the cart, but many fail to follow through. Abandon cart is a real issue, and you must look into it. Firstly, make sure that your shopping cart has a simple interface and is easy to navigate.
Secondly, cut down on forms and offer a plethora of payment modes. Lastly, set reminders to re-engage with your customers. Add-ons and third-party software can help you with re-engagement.
Create good content and execute a marketing strategy
Your B2B website should have value-added content. As most buyers search Google for products – ensure that your E-com site content is positioned to answer their search query.
With keyword-optimized content- you will get a better ranking on SERP. Besides, it’s essential that your content gives value – and is clear and concise. Thankfully, you have content creation experts who curate your site content more engagingly.
Execute a proper marketing strategy and SEO techniques for your eCommerce website. You can’t depend on organic traffic to get customers, so choose paid media to boost your organic traffic.
Additionally, you can run Google shopping ads and run ad campaigns on your social media pages to attract more customers. Moreover, keep an eye on your paid ad campaign performance and boost it when required. Also, redistribute your budget when you need better results.
Apart from the ways listed above – you can do much more to improve the performance of your eCommerce website. For example, you can leverage the power of customer testimonials, reviews, and email marketing.
But as B2B buyers are demanding – do look for better alternatives. Plus, pay attention to third-party apps that offer you better integration for your website. Improving the performance of your website is significant, and the above ways can help you get started. But remember to be different in your marketing ways.