Basics of B2B eCommerce - what customers expect, and how to meet those expectations
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Transcript of 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
T
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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
@justin_king 30 30 30 30 30 30 | img source: http://images.businessweek.com/ss/08/10/1024_cost_cutting/4.htm
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