Improve Your B2B eCommerce Website

7 Techniques To Improve Your B2B eCommerce Website

Many B2B customers today are turning to B2B websites to purchase their products and services directly. While B2B businesses receive value from customer satisfaction within their operating procedures, customers today are looking for companies to go above and beyond their expectations.
The fact is that most B2B buyers are also consumer buyers, and where B2B customer experiences have improved, the B2B buying journey often hasn’t. B2B buyers now expect a more B2C-like customer experience when they purchase from a vendor.
If you are a B2B company, you need to adapt your current website to meet B2B buyer demands, otherwise, you’re at risk of losing potential business. According to a study by Gallup, only 29% of B2B customers are fully engaged and invested in the companies they do business with. This means that 71% are willing to switch gears and take their business elsewhere if the right opportunity presents itself. You do not want to be the business on the 71% side of this equation. You need to raise your client retention numbers with an eCommerce website that will nurture loyalty, foster engagement, and attract new customers through streamlined and optimized purchasing experiences.
Here are seven ways you can take your B2B eCommerce website to the next level.

Paid Media

One of the biggest mistakes we see businesses making is building out websites and experiences for customers and then assuming they will just arrive. This isn’t the case.  You need to actively seek out customers and drive them to your website.
A paid and organic media strategy must be established prior to building your website. Be ready and willing to spend both money and resources to draw your customers to your business through channels such as display advertising, search marketing, social media, and email.

Omnichannel Commerce 

Developing an omnichannel commerce strategy for your business will provide your customers with seamless navigation across the buying process. Customers want to buy whenever and wherever they want, through any channel, or on any device.[1]
An omnichannel strategy captures that technologically savvy customer who expects a variety of delivery options. These customers may begin their search on their tablet, but continue shopping and eventually purchase on their laptop later that evening. This omnichannel experience will give them the power and consistency to access every touchpoint in the buying process.
Maybe most importantly, an omnichannel approach will arm you with data that tracks your customer's purchasing process across all the channels you employ, giving you a complete view of your customers and their purchase habits. This is key to a strong Customer Experience Management (CXM) strategy. This data will help you identify and implement opportunities to personalize and optimize each specific buying experience.

Mobile Optimization

In 2019, the average US adult will spend 2 hours, 55 minutes on a smartphone, which a 9-minute increase from 2018[2]. With this increase in browsing time via mobile, your business needs to provide a smooth and seamless mobile platform.
57% of mobile users say that they won’t recommend a business with a poorly developed mobile platform[3]. Not only does your B2B website need to be able to provide the information your customers seek, but this information needs to translate across all devices (mobile, desktop, and tablet). If there are any hiccups or discrepancies between experiences, then potential customers may land on a competitor’s site instead. Your mobile-optimized website should not only include information relevant to your product, but be designed responsively, and with a flawless mobile payment system or chatbot feature to assist with additional questions and answers.

Chatbots

Chatbots are extremely useful for your business. They can help you upsell or cross-promote products, and more importantly, they can respond to your site visitor's questions or concerns 24/7. 
Customers may leave your site if they have difficulties finding information or encounter problems with payment. According to a study commissioned by Genesys, a chatbot feature done right can result in a 50% reduction in customer cart abandonment at critical points in the customer journey.

View More: https://magento.com/blog/small-business/7-techniques-improve-your-b2b-ecommerce-website