The document discusses the basics of business-to-business (B2B) e-commerce. It emphasizes that B2B customers have come to expect the same easy online shopping experiences they find on consumer sites. It stresses that B2B sites should allow customers to easily find desired products through effective search and navigation features. It also urges B2B sites to make it simple for customers to act on the information they find by facilitating actions like adding products to carts or requesting quotes. Finally, it notes that B2B customers want a consistent experience across all digital channels and devices because they are visiting the site as part of their job.
7. hat
T just means that helping
your customers find what
they are looking for is
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8. 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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9. 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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10. 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.
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Img source: http://farm9.staticflickr.com/8105/8453110331_af69aff246_z.jpg
11. and
allow your customers to find what
they are looking for on your site,
however they want to find it.
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20. 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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Img source: http://cdn2.hubspot.net/hub/53/file-206696192-png/Blog-Related_Images/conversion-psychology.png?t=1372188065000
22. .
the key to B2B,
it is their job
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23. The biggest
difference in B2B
is that the people that are
visiting your site are
doing so because it is
their job.
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img source: http://ffcm.org/compliance/public-construction-workers/
24. And in their jobs more than anywhere
else,
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img source: http://www.thestaffingstream.com/2013/05/09/go-hire-some-lazy-people/
25. 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
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26. 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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img source:
@justin_kinghttp://thesiswhisperer.com/2012/06/28/is-becoming-paperless-a-bit-like-giving-up-smoking/
31. 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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35. Your customers expectations are rather simple,
but a great place to start when thinking about
B2B eCommerce.
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
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