B2B eCommerce Site Example: Quill.com
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Transcript of B2B eCommerce Site Example: Quill.com
ECOMMERCEandB2B.COM | @justin_king
This is not a scientific examination of the site but
I think it is a good representation of B2B
functionality. I have chosen to focus on the
good, instead of criticizing any flaws of the site.
-Justin
2
ECOMMERCEandB2B.COM | @justin_king 6
B2B TOOLS: REORDER FAST
Reorder fast takes you to your past orders
for quick reorder (as it implies).
ECOMMERCEandB2B.COM | @justin_king 7
B2B TOOLS: QUICK ORDER
If you know your part number and quantity
ECOMMERCEandB2B.COM | @justin_king 8
CHAT & PHONE
Conversion can be a phone call or a live chat
session. When you do call or chat, you get a
consistent experience
ECOMMERCEandB2B.COM | @justin_king 9
SEARCH
Search box is front and center and in the F
zone for usability. Screaming to be typed into.
ECOMMERCEandB2B.COM | @justin_king 10
SEARCH: TYPE AHEAD
Type ahead shows products, key words, categories and
even does merchandising in the type ahead with image
ECOMMERCEandB2B.COM | @justin_king 11
NAVIGATION
Traditional placement of the category
structure in the F zone. Using either
navigation or search, you get to the
exact same pages. Consistent!!
ECOMMERCEandB2B.COM | @justin_king 12
NAVIGATION
The fly over navigation is
extremely robust and
detailed
ECOMMERCEandB2B.COM | @justin_king 13
NAVIGATION
This flyover is interactive,
allowing you to put in a search
term
ECOMMERCEandB2B.COM | @justin_king 15
NAVIGATION
Refinements are specific to the
search made. In this case, only
paper refinements appear
ECOMMERCEandB2B.COM | @justin_king 24
Quill recognizes this statistic for their own site, and it is apparent that they have invested into their entire search and navigation experience. Search and Navigation are tied together, not silos. You can search then navigate, or navigate then search all getting you to the same results. Their Type Ahead is especially impressive with all types of content coming back in the drop down. Products, categories and even merchandising content with images are returned back as the user types into the search box. Navigation includes a vast array and variety of attributes to be able to navigate on. These attributes stay relevant based on what the user is search on. The attributes themselves are extremely detailed and allow the user to multi-select, and even search within the results and attributes. ROI is often calculated based on Traffic and Conversion, both of which Quill does an excellent job.
ECOMMERCEandB2B.COM | @justin_king 25
B2B E-Commerce Experience: Quill.com There is an increasing trend in B2B organizations adopting some form of e-commerce capability in their online marketing initiatives. According to BtoB Online‘s study, “The Emerging Role of B2B E-commerce,” 31% of B2B marketers are “strong” or “complete” adopters of e-commerce. And as highlighted in a recent report covered by Econsultancy, by migrating B2B customers online, companies have seen a 44% increase in Average Order Value (AOV). In a recent article from eCommerce and B2B, they highlighted five examples of exemplary B2B e-commerce websites in terms of customer experience, account management and handling complex product catalogs. Out of the five examples, only Quill.com scored an “A” for their onsite SEO efforts.
What SEO Initiatives Does Quill Do Right? Ease of navigation, effective search functionality and responsiveness are some of the top attributes demanded from prospective customers of B2B e-commerce sites. It’s easy to forget some of the SEO-specific details when developing e-commerce functionality because the “SEO factors” are not always as easily visible. As I reviewed Quill’s website, I discovered these positive factors contributing to its “A” grade: • Appropriate Use of Rel Canonical tag • Use of keyword targets in HTML Title, document
content, and descriptions • Accessability to engines (sounds silly but I’ve seen
a few sites that were inadvertently blocked via robots.txt because of development testing or some other reason)
• Use of structured data markup in product detail pages of the website
Page load times play a part in both user experience and influencing search visibility. According to Pingdom, Quill loads faster than 64% of all tested websites, at a page load time of 2.29 seconds. In comparison to Google site speed analysis, Quill’s website appears right in line with opt-in publishers sharing Google Analytics site speed data.
An excerpt from http://searchengineland.com/3-b2b-companies-integrate-seo-online-marketing-strategy-183837
ECOMMERCEandB2B.COM | @justin_king 27
QUICK VIEW
Quick product popup with all the product
information and add to cart
ECOMMERCEandB2B.COM | @justin_king 28
QUICK VIEW
Overview, descriptions, specifications,
reviews and images
ECOMMERCEandB2B.COM | @justin_king 39
Before I talk about the
account pages, notice this
bar at the bottom on all
pages.
ECOMMERCEandB2B.COM | @justin_king 40
Clicking Recently Viewed,
brings up a list of products
we have clicked on recently.
ECOMMERCEandB2B.COM | @justin_king 41
The B2B account pages include most of the best practices in B2B. Most are self explanatory, but the following is their My Account page:
ECOMMERCEandB2B.COM | @justin_king 42
View all aspects of orders,
tracking and even make a
return. All downloads are saved
and available
ECOMMERCEandB2B.COM | @justin_king 43
My Accounting is outside of the
purchase funnel. A small company
or A/P department can review and
pay ALL invoices regardless of where
the order was placed.
ECOMMERCEandB2B.COM | @justin_king 44
Quill Cash is a B2B loyalty program
that gives them cash to use on
purchases online. They can check
their history and balance.
ECOMMERCEandB2B.COM | @justin_king 45
All profile preferences are exposed
here to customers. Addresses are
typically not editable, but that is also
configurable by the account.