Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
June 12, 2014
Smart B2B
Design:
Strategy and
Experience
Principles that
Boost Sales
Girisha Chandraraj
Alex Schmelkin
Hi, I’m Alex
Founder, CEO
Founded 2002

Independent
Manhattan
Transactional Expertise
IMA Top 10 Agency
End-to-end Ecommer...
Preparing for B2B Site Design
B2B Experience Principles
Today’s
Topics
Preparing for
B2B Site Design
Before site design
comes commercial

strategy
Site strategy is a function of 

your commercial strategyDrivingAwareness
Driving Commerce/Transactions
Businesses that st...
DrivingAwareness
Driving Commerce/Transactions
Businesses that strictly sell to
resellers
!
Examples: Distributors (United...
DrivingAwareness
Driving Commerce/Transactions
Businesses that strictly sell to
resellers
!
Examples: Distributors (United...
DrivingAwareness
Driving Commerce/Transactions
Businesses that strictly sell to
resellers
!
Examples: Distributors (United...
DrivingAwareness
Driving Commerce/Transactions
Businesses that strictly sell to
resellers
!
Examples: Distributors (United...
Process to prepare before designing a site
6. Determine
appropriate metrics
5. Plan your site
experience
4. Prepare for
Pr...
Deconstruct your
sales process
Source: UPS purchasing insights study
In the industrial space
Survey of 1,500 - 63% purchase
from their suppliers website ...
Buying vs. Procurement
Importance of triggers in procurement
Visual Search Category
No Promotional
Banner
Featured
Products
Window
Limited
Assort...
Informational content to drive awareness
50% of all tools utilized by
marketers to generate 

leads are derived from the
company’s website
The importance of digita...
Deconstruct your
customer service
process
• Multiple DCs
• Inventory Holds
• Bulk ordering
• Bulk Pricing / Quotes
• Drop Shipments
• Split Shipments
• On account v...
Determine your
online marketing
strategy
57% of all B2B buying
decisions are made before 

a person ever contacts a
company’s sales force
The importance of a B2B I...
Marketing budgets at B2B
companies expected to 

rise by 6% in 2014
The importance of the site to drive traffic
Source: Fo...
1.How will traffic be generated for
your site?
2.Is your salesforce responsible
for customer acquisition? Lead
Generation?...
Prepare for pricing
DrivingAwareness
Driving Commerce/Transactions
Price differentiation based 

on preferences, customer
size, channel rules,...
Plan your site
experience
B2B Experience
Principles
Where are B2B
ecommerce sites
spending money
in 2014?
B2B Experience Principles
5. Test & Iterate4. Service Sells
3. It’s All in the Details2. Keep it Simple:
Products & Prices...
Know Your User
B2B Users Are People Too!
But even if they are a
scary dinosaur…
Learn everything you can about them.
They’re your customer.
Commercial analysis
Formal personas
Mental models
User journey...
Involve users as you design and build
Think
Check
Make
Gather 

requirements 

and invent
Design the 

experience in
the b...
DROP YOUR SCREEN
RIGHT UP IN HERE
Paper
prototypes
help identify
content and
functionality.
Only 5 Participants are needed.
Mobile isn’t optional.
Prioritize for your users.
Prioritize for your users.
Keep it Simple:
Products & Prices
Fast access to
products and pricing
Priority #1
• search sahoy
• asdfhkjhasd
• asdfjkhasdf
• adsjfh’
Promintne
tseach
Prominent & predictive search
Show exactly what you sell in your nav!
? ? ?
Robust filtering
Shop by brand
It’s all in the Details
Great photography increases sales
Invest in 360s for key products
Videos demonstrate authority
Invest in specs and manuals
Show availability and shipping speed
• Auto-Forwarding Carousels
and Accordions Annoy Users
and Reduce Visibility
• Reason #1: Human eye
reacts to movement (an...
Create a consistent system 

to establish familiarity 

and remove the need to 

relearn things
Focus on the
Transaction
Payment and order options.
Service Sells
Shipped
Shipped
Shipped
Shipped
Customer Service
Use your humans!
Test & Iterate
Monday–launch a promotion
Tuesday–monitor & test
Wednesday–deploy site-wide
Act like a retailer:
Lather. Rinse. Repeat.
Microtransaction Analysis
Good ‘ole analytics
Key Takeaways
What type of B2B business are you?
Deconstruct your processes
Know your user
#1 Priority is finding products
Service sells
...
and if you think you can wait…
Thank you!
United Stationers

Head of Digital
GChandraraj@ussco.com
Girisha Chandraraj
Alexander Interactive (Ai)

Founder...
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
B2B Ecommerce: Design Principles and Best Practices to Boost Sales
Upcoming SlideShare
Loading in …5
×
Upcoming SlideShare
Basics of B2B eCommerce - what customers expect, and how to meet those expectations
Next
Download to read offline and view in fullscreen.

16

Share

Download to read offline

B2B Ecommerce: Design Principles and Best Practices to Boost Sales

Download to read offline

Smart B2B Design: Strategy and User Experience Principles that Boost Sales. Presented at the Internet Retailer Conference and Exhibition (IRCE) 2014 by Alex Schmelkin, CEO of Alexander Interactive, and Girisha Chandraraj, Head of Digital of United Stationers.

Related Books

Free with a 30 day trial from Scribd

See all

B2B Ecommerce: Design Principles and Best Practices to Boost Sales

  1. 1. June 12, 2014 Smart B2B Design: Strategy and Experience Principles that Boost Sales Girisha Chandraraj Alex Schmelkin
  2. 2. Hi, I’m Alex Founder, CEO Founded 2002
 Independent Manhattan Transactional Expertise IMA Top 10 Agency End-to-end Ecommerce Design & Development Hi, I’m Girisha Head of Digital At United since 2013 Former Management Consultant Chicago B2B/B2C Digital and Commercial Strategy Fortune 500 Leading Wholesaler of Business Essentials Office, Janitorial, and Industrial Supplies
  3. 3. Preparing for B2B Site Design B2B Experience Principles Today’s Topics
  4. 4. Preparing for B2B Site Design
  5. 5. Before site design comes commercial
 strategy
  6. 6. Site strategy is a function of 
 your commercial strategyDrivingAwareness Driving Commerce/Transactions Businesses that strictly sell to resellers ! Examples: Distributors (United Stationers, Broder Bros, Alphashirt) Businesses that sell to businesses and consumers ! Examples: Amazon, Staples Businesses that provide services to other businesses ! Examples: Consulting firms, Agencies, Law Firms Businesses that sell to businesses that then sell to consumers ! Examples: Manufacturers (MSA, Stihl), Distributors (Audi USA) YesNo Yes No
  7. 7. DrivingAwareness Driving Commerce/Transactions Businesses that strictly sell to resellers ! Examples: Distributors (United Stationers, Broder Bros, Alphashirt) Businesses that sell to businesses and consumers ! Examples: Amazon, Staples Businesses that provide services to other businesses ! Examples: Consulting firms, Agencies, Law Firms Businesses that sell to businesses that then sell to consumers ! Examples: Manufacturers (MSA, Stihl), Distributors (Audi USA) YesNo Yes NoComplex B2B transactions (quotes, holds, on account ordering, split shipments, etc.) Site strategy is a function of 
 your commercial strategy
  8. 8. DrivingAwareness Driving Commerce/Transactions Businesses that strictly sell to resellers ! Examples: Distributors (United Stationers, Broder Bros, Alphashirt) Businesses that sell to businesses and consumers ! Examples: Amazon, Staples Businesses that provide services to other businesses ! Examples: Consulting firms, Agencies, Law Firms Businesses that sell to businesses that then sell to consumers ! Examples: Manufacturers (MSA, Stihl), Distributors (Audi USA) YesNo Yes NoProduct information for businesses or consumers, lead generation for businesses Site strategy is a function of 
 your commercial strategy
  9. 9. DrivingAwareness Driving Commerce/Transactions Businesses that strictly sell to resellers ! Examples: Distributors (United Stationers, Broder Bros, Alphashirt) Businesses that sell to businesses and consumers ! Examples: Amazon, Staples Businesses that provide services to other businesses ! Examples: Consulting firms, Agencies, Law Firms Businesses that sell to businesses that then sell to consumers ! Examples: Manufacturers (MSA, Stihl), Distributors (Audi USA) YesNo Yes No B2C in B2B drag Site strategy is a function of 
 your commercial strategy
  10. 10. DrivingAwareness Driving Commerce/Transactions Businesses that strictly sell to resellers ! Examples: Distributors (United Stationers, Broder Bros, Alphashirt) Businesses that sell to businesses and consumers ! Examples: Amazon, Staples Businesses that provide services to other businesses ! Examples: Consulting firms, Agencies, Law Firms Businesses that sell to businesses that then sell to consumers ! Examples: Manufacturers (MSA, Stihl), Distributors (Audi USA) YesNo Yes No Intellectual property, 
 lead generation Site strategy is a function of 
 your commercial strategy
  11. 11. Process to prepare before designing a site 6. Determine appropriate metrics 5. Plan your site experience 4. Prepare for Pricing 3. Determine your online marketing strategy 2. Deconstruct your customer service process 1. Deconstruct your sales process
  12. 12. Deconstruct your sales process
  13. 13. Source: UPS purchasing insights study In the industrial space Survey of 1,500 - 63% purchase from their suppliers website and over 2/3 prefer going to their supplier website for information The importance of a commercial site
  14. 14. Buying vs. Procurement
  15. 15. Importance of triggers in procurement Visual Search Category No Promotional Banner Featured Products Window Limited Assortment Featured Products Window
  16. 16. Informational content to drive awareness
  17. 17. 50% of all tools utilized by marketers to generate 
 leads are derived from the company’s website The importance of digital tools to generate leads Source: IDG Enterprise 2013 Survey
  18. 18. Deconstruct your customer service process
  19. 19. • Multiple DCs • Inventory Holds • Bulk ordering • Bulk Pricing / Quotes • Drop Shipments • Split Shipments • On account vs. Credit card • Returns • Previous orders / frequent orders / subscriptions B2B Complexities - transactional sites
  20. 20. Determine your online marketing strategy
  21. 21. 57% of all B2B buying decisions are made before 
 a person ever contacts a company’s sales force The importance of a B2B Informational site Source: Half a bubble Out
  22. 22. Marketing budgets at B2B companies expected to 
 rise by 6% in 2014 The importance of the site to drive traffic Source: Forrester and BMA
  23. 23. 1.How will traffic be generated for your site? 2.Is your salesforce responsible for customer acquisition? Lead Generation? 3.How much can you afford in digital marketing? 4.Will your site be “open” or “closed” and how will that effect the experience? 5.Is your site aimed at conversion or information? Acquisition Related Questions 1.How will you use your digital tools to drive customers back to your site? 2.How can you drive assortment awareness through a procurement mindset? 3.How will customers respond to traditional site promotions? 4.Will customers using smartphones require different functionality? 5.What content is required beyond product details to keep customers coming back? Retention Related Questions Determine the role of the site
  24. 24. Prepare for pricing
  25. 25. DrivingAwareness Driving Commerce/Transactions Price differentiation based 
 on preferences, customer size, channel rules, etc. Price Transparency Establishing the value prior to the manual sales/ biz dev process Focusing on retail/list pricing, MAP YesNo Yes No Price Transparency vs. 
 Price Opaqueness
  26. 26. Plan your site experience
  27. 27. B2B Experience Principles
  28. 28. Where are B2B ecommerce sites spending money in 2014?
  29. 29. B2B Experience Principles 5. Test & Iterate4. Service Sells 3. It’s All in the Details2. Keep it Simple: Products & Prices 1. Know Your User
  30. 30. Know Your User
  31. 31. B2B Users Are People Too!
  32. 32. But even if they are a scary dinosaur…
  33. 33. Learn everything you can about them. They’re your customer. Commercial analysis Formal personas Mental models User journeys Hire an Agency Surveys 1:1 sessions Pilot group Customer council Do-it-yourself
  34. 34. Involve users as you design and build Think Check Make Gather 
 requirements 
 and invent Design the 
 experience in the browser Validate with users
  35. 35. DROP YOUR SCREEN RIGHT UP IN HERE
  36. 36. Paper prototypes help identify content and functionality.
  37. 37. Only 5 Participants are needed.
  38. 38. Mobile isn’t optional.
  39. 39. Prioritize for your users.
  40. 40. Prioritize for your users.
  41. 41. Keep it Simple: Products & Prices
  42. 42. Fast access to products and pricing Priority #1
  43. 43. • search sahoy • asdfhkjhasd • asdfjkhasdf • adsjfh’ Promintne tseach
  44. 44. Prominent & predictive search
  45. 45. Show exactly what you sell in your nav! ? ? ?
  46. 46. Robust filtering
  47. 47. Shop by brand
  48. 48. It’s all in the Details
  49. 49. Great photography increases sales
  50. 50. Invest in 360s for key products
  51. 51. Videos demonstrate authority
  52. 52. Invest in specs and manuals
  53. 53. Show availability and shipping speed
  54. 54. • Auto-Forwarding Carousels and Accordions Annoy Users and Reduce Visibility • Reason #1: Human eye reacts to movement (and will miss the important stuff) • Reason #2: Too many messages equals no message • Reason #3: Banner blindness Homepage rotators don’t work Source: JAKOB NIELSEN, Auto-Forwarding Carousels and Accordions Annoy Users and Reduce Visibility
  55. 55. Create a consistent system 
 to establish familiarity 
 and remove the need to 
 relearn things
  56. 56. Focus on the Transaction
  57. 57. Payment and order options.
  58. 58. Service Sells
  59. 59. Shipped Shipped Shipped Shipped
  60. 60. Customer Service
  61. 61. Use your humans!
  62. 62. Test & Iterate
  63. 63. Monday–launch a promotion Tuesday–monitor & test Wednesday–deploy site-wide Act like a retailer:
  64. 64. Lather. Rinse. Repeat.
  65. 65. Microtransaction Analysis
  66. 66. Good ‘ole analytics
  67. 67. Key Takeaways
  68. 68. What type of B2B business are you? Deconstruct your processes Know your user #1 Priority is finding products Service sells Key Takeaways:
  69. 69. and if you think you can wait…
  70. 70. Thank you! United Stationers
 Head of Digital GChandraraj@ussco.com Girisha Chandraraj Alexander Interactive (Ai)
 Founder, CEO as@alexanderinteractive.com 
 Alex Schmelkin Come visit us at booth #2116 We’re hiring! We’re hiring!
  • VishGaneshG

    Feb. 2, 2020
  • whiteliter

    Jun. 19, 2018
  • ssuhail

    Mar. 15, 2018
  • Nobodytestme

    Aug. 24, 2017
  • hjjoachim

    Mar. 28, 2017
  • ChristopherRistich

    Feb. 22, 2017
  • SaritaArya5

    Jan. 30, 2017
  • ArthurBortsov

    Dec. 1, 2016
  • rahatrahin

    Sep. 20, 2016
  • achintaurora

    Feb. 2, 2016
  • ajeshks1

    Dec. 12, 2015
  • Zonart

    Oct. 16, 2015
  • adaziz

    Mar. 19, 2015
  • JagDeCat

    Feb. 24, 2015
  • odilzhon_taurus

    Feb. 9, 2015
  • asaduzzamankochi

    Aug. 15, 2014

Smart B2B Design: Strategy and User Experience Principles that Boost Sales. Presented at the Internet Retailer Conference and Exhibition (IRCE) 2014 by Alex Schmelkin, CEO of Alexander Interactive, and Girisha Chandraraj, Head of Digital of United Stationers.

Views

Total views

6,808

On Slideshare

0

From embeds

0

Number of embeds

1,353

Actions

Downloads

395

Shares

0

Comments

0

Likes

16

×