Conversion Rate in B2B-Commerce
4 Tips for Digital Strategists
Many companies are putting their customer at the center of all processes. Those responsible for aligning marketing, sales and IT can also contribute to a higher conversion rate (the visitor becoming a buyer) and increased customer loyalty, by keeping the following aspects in mind:
- UX (User Experience) – It’s all about intuition
First impressions count - even in B2B commerce. A web shop optimized for efficient procurement is the basis for a high conversion rate. Fast loading times, specific catalogs, detailed product descriptions, individual prices and order templates for fast re-ordering are therefore a must in B2B business. In their private lives, buyers are out and about in online shops, so they know what is standard in B2C. In professional B2B, however, less emotions are needed, while clarity and efficiency are required.
- Onsite Search - an intelligent search function
Things you can do without: type in a search query and the Search Result List (SRL) comes back blank. This is reason enough for many customers to leave and continue their journey in a different shop. In order to prevent this, the search must understand synonyms and suggest alternative search terms and spellings even in the case of incorrect entries. If no matching products are found, the search should find products that are closely related to the item being searched for. The possibility of voice or image search also becomes more relevant with the increasing use of mobile devices in B2B, or as a factor of implementing barrier-free use. Imagine ordering spare parts by uploading a photo of the broken equipment!
- Quick order, re-order and subscriptions
B2B customers demand a fast and effortless ordering process. A quick order form can be used to create an order directly after entering the product ID and quantity. A re-order is basically the re-submission of a weekly shopping list and enables orders based on the order history. In a subscription, a periodically recurring, identical list of products is automatically ordered. The customer can comfortably rely on their continuous orders and establishes a long-term relationship with the vendor. A win-win situation, for the vendor can assume predictable sales.
- Serve different user roles individually
B2B purchasing processes generally call for different authorizations and roles. For example, employees from different areas of the company access the ordering platform. Those users are not necessarily identical with the authorized purchaser. A B2B web shop should therefore be able to map different roles in the buying center - from user to buyer to account administrator - in order to meet the special requirements of B2B. The assignment of unique rights allows individual employees to place orders independently and according to their budget. At the same time, the cost center agent maintains an overview of the expenses incurred - a glance at the budget management is all that is required. If the order process exceeds the budget, the approver can reject or approve the order and thus retain the necessary control over expenses at all times. In addition, a split shopping basket, to which every user has access regardless of the touchpoint, can prevent time-consuming processes in coordination.
Are you looking for further approaches to how your marketing and IT colleagues can positively influence your conversion rate with targeted measures? Then download our checklist "Conversion Rate in B2B-Commerce - 12 tips to turn customers into loyal fans".