Create a good B2B ecommerce experience

Contributors

@andreea-macoveiciuc-content-expert


Business Benefits

Understand the needs of your B2B buyers, and how to design your e-commerce site to deliver a great experience.


Communicate the unique value proposition of your brand.

Value propositions are promises of value to be delivered, and the primary reason a prospect should buy from you. For example, you can tell your customers how your product solves their problems or improves their situation, what specific benefits your product delivers, and why they should buy from you and not the competition.

Use testimonials, client success stories, and case studies to convey your value proposition by highlighting the relevancy, quantified value, and differentiation of your brand.

Present searchable, educational content about products, that is accessible to all buyers.

New business flows through search channels. If educational content is gated, it limits search-based acquisition and also creates friction for new users. For example, Traffic Safety Store blends educational content with products on their B2B ecommerce site, to acquire, inform, and persuade new users through search.

Create educational videos that deliver helpful information.

For example, Cintas has published professional videos that showcase the construction of new product lines.

Publish case studies that address potential objections from all decision-makers in the B2B buying process.

Case studies can help convert leads or empower them to make a case to their superiors. For example, Company Folders, a B2B custom printer, uses case studies to target pain points like finding the official brand shade. They use a case study to empathize with the purchasers’ need to satisfy others within their company, even though they themselves, may not be deeply invested in finding the perfect color match.

Design ecommerce site navigation and search, to be intuitive and comprehensive.

For example, V-Belt Guys use the app LiveSearch to give potential customers instant results with corresponding product thumbnails, appearing as the search is executed. Sterlitech, a producer of membranes and filtration products, boasts an extensive product catalog online. To help customers find the best products for their needs, Sterlitech uses a pop-up to search and filter options.

Provide buyers with options such as live chat and chatbots, for self-education on your product and brand.

For example, live chat delivers real-time answers from a blend of customer service and sales personnel to prospective self-educating customers, encouraging them to take the next steps towards making a purchase.

Offer a dedicated wholesale portal for B2B buyers.

In a wholesale portal, B2B buyers can create orders, reorder previously purchased products, and access customized product catalogs based on their needs. Alternatively, if a separate portal is not possible, specific B2B landing pages can be used as a stand-in, allowing you to tailor your message to B2B buyers.

Tailor your landing page to the unique requirements of your B2B buyers.

B2B buyers require that you break down complex concepts and walk them through multiple stages of their journey. For example, you can break down concepts by describing the value of your products or services in the simplest terms. Consider using images and videos if this cannot be accomplished by copy alone.

Use a landing page that matches a user query but also provides options to consume additional content elsewhere, to help guide B2B customers through the steps they take before making a purchase.

Measure the impact of marketing efforts prior to the on-site purchase.

Employ pre-purchase measurements by asking questions designed to gather information about awareness, consideration, and conversion. Target each of the pre-purchase measurement categories by asking these questions: Are you earning more brand queries in search? Are you getting more repeat buyers? Are visitors turning into leads?

Ask these follow-up questions to gain further insight into each category: Are you gaining traction on social media channels? Are your visitors coming from the geographic areas you serve? Do people who downloaded gated content respond to follow up messaging or return to the site?