When you’re operating a B2B ecommerce website, conversions are everything. If you don’t see conversions, you don’t see sales, and if you don’t see sales, you don’t see any business profit or growth. This is business 101, and shouldn’t be anything new for a business owner.
The motivation behind every online business decision is increasing conversions, whether that’s a sign-up, a purchase, a download, or booking a consultation. However, the route you take to get those conversions can make or break the entire process.
If you’re not seeing the results you want in terms of your conversion rate and online traffic, it’s time to consider making some changes. Looking for ideas and options? Follow these B2B tips that will help you increase your ecommerce website conversions and help you reach your goals.
Make Sure Your Goal is Clear
Every website has at least one clear and realistic goal. All of your content is therefore designed to help guide and lead your customer throughout the process to reach that goal. Everything you do, from your website to your social media presence, should be aligned to a specific part of that potential buyer’s process from discovering you to converting and making a purchase.
Of course, you know that with a B2B ecommerce website, your goal is to increase conversions. However, it’s important to outline what exactly those conversions will look like for you, and what kind of key performance indicators (KPIs) you’re going to use to measure success. If you know exactly what goals are going to be realistic and measurable for your ecommerce website, you’ll be able to determine which strategies to use to reach them. Additionally, along the way, it’ll be easier to track your progress and make sure those strategies are actually working.
Use a Content Management System
A content management system (CMS) is an essential tool for any online business, but especially for a B2B ecommerce website. Using a CRM helps you streamline almost every aspect of your online efforts, from lead generation tools to contact list organization, real-time reporting, data management, marketing automation, tracking customer behaviour, internal employee communication, and much more.
In short, a CRM helps you take all of your marketing and sales efforts and track them in one place. You can easily view data and track your ROI from within a system that integrates with a variety of platforms so you’re optimizing all of the opportunities available to you without adding extra time and effort.
Knowing you need a CRM is one thing, but choosing the right CMS for your business is another ball game. There are so many to choose from, and each comes with its own set of advantages. This decision will depend on a variety of factors, such as the size of your business, whether you have a web development team on hand, and what kind of products you’re selling. If you’re not entirely sure, you can always reach out to an experienced web developer for advice.
Narrow Down Your Audience Targets
Sales and marketing messages aren’t a one-size-fits-all system. You can’t just push your message and your product to anyone who will listen. Instead, you need to make sure that you are offering a specific solution to a specific problem that someone in your typical market would experience.
Who is your ideal customer, and how are you going to solve their problems? What kind of problems are they facing in the first place? The key to increasing conversions for a B2B ecommerce website is making sure you get the right message out to the right audience, and properly delivering the right content to that audience that will nurture them along the sales funnel.
Narrow down your audience targets and make sure your buyer personas accurately reflect the ideal customers you’ll be speaking to. If you know exactly who you’re talking to, you can determine the right type of content and information to deliver to them that appeals to the specific problems they’re experiencing. This helps give them the value and solutions they need to become qualified buyers. For example, if you’re pitching your product to the CFO of a company, you’re going to want to focus largely on the financial benefits of your product. However, if you’re talking to a marketing executive, you’ll want to showcase how your product can help them reach their target KPIs.
Add An FAQ Section
As you likely already know, online business never sleeps. Long after your business hours are over, people are going to have questions they need answered. Instead of dedicating customer service teams to be available around the clock, add an FAQ section to your website instead. This way, even if they have follow-up questions, you can get them initial information to hold them over until one of your team members is available to contact them.
FAQs are a highly under-utilized aspect of most business websites, but they have a variety of advantages for B2B ecommerce websites specifically. These include:
- Giving your customers immediate answers to commonly asked questions.
- Adding more SEO value to your page.
- Increasing your business’ online credibility.
- Helping your customers avoid a pushy sales call that might turn them off completely if they’re not quite ready for that step yet.
- Improving your customer’s experience on your website overall.
- Increasing customer service by eliminating the steps a customer may need to take to get information about your product.
Improve User Experience on Your Website
A common problem for many B2B websites is an overly complicated user experience and buying process. The longer you make your sales process, the easier it is for your buyers to become either overwhelmed, bored, or frustrated. Small tweaks such as eliminating extra form fields, including a search function, and simplifying your layout can make a major impact on your website’s user experience.
Make your navigation easy to use so your customers can find the products they want quickly and smoothly. Go over your page layouts carefully and determine where you can eliminate some extra clutter that could be distracting your visitors from taking the next steps towards a sale. For example, are there elements on your homepage that don’t really need to be there, like your company awards or events? Sure, you want to show them off, but consider making a separate page for them instead of taking up valuable real estate on your homepage.
Be Clear and Transparent in Your Communication
Just like B2C customers, your B2B customers are also concerned about shipping costs, return policies, and additional fees. This is especially true if you’re trying to appeal to CFOs, sales managers, or anyone else who is working within a set budget (like most businesses are).
Make sure this information is readily available for them so it’s easier for them to make a purchasing decision. It’s best to dedicate a page to this and make that page accessible in your website’s footer, as well as within your FAQ section. The less information your customers find about this, the more discouraged they’ll become. It’s an easy way to lose a conversion quickly.
Optimize For Mobile
Most B2C businesses understand that the majority of internet users are searching on their phones, and in the B2B industry, optimizing your ecommerce website for mobile is just as important.
Research has shown that 80% of B2B buyers use their smartphones at work, and many higher-ups use their mobile phones to search up vendors during team meetings, while they’re commuting to work, on business trips, and any other occasion they might be out of their office. Further, of that 80% who use their phones at work, 60% have said that mobile experience played a significant role in their purchasing decisions.
If your website isn’t designed to operate just as efficiently on mobile as it is on desktop, you’re going to lose out on a number of conversions. People aren’t going to take the time to switch to their desktop computers just to view your site and search your products. Instead, they’re going to search for your competitors that have mobile friendly websites and make their purchases there.
The bottom line is that no matter what industry you’re in, or who you’re targeting, a mobile friendly website is a big necessity for increasing conversions on any ecommerce website. Period.
We Can Help You Increase Conversions
At Web Sharx, we provide the solutions you need to make sure you’re getting the conversions you need to grow your business smoothly and successfully. We’ve been working in the B2B industry for years, helping clients ensure their websites are fully optimized, designed, and developed to boost conversions. Our signature touch can help you take your B2B ecommerce website to a new level, ensuring that no detail is left behind when it comes to maximizing your bottom line.
Whether you need a new website, want to expand your horizons, or just need a refresh, get in touch with us today to get a quote or talk to our experts for more information.