This document discusses key considerations for business-to-business (B2B) e-commerce. It emphasizes helping customers easily find relevant products and information through search engine optimization and intuitive site search and navigation. It also stresses that customers are on the site to do their jobs, so sites should provide tools to make their jobs easier. Finally, it recommends ensuring a consistent customer experience across devices and channels.

1. THE BASICS
of B2B ECOMMERCE
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Even though you sell your products B2B

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W hy ?
because buying experiences
online at home, set
expectations aboutwhat their
experience should be on
yoursite.
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4 | Img source http://blog.gogrid.com/2013/05/31/cloud-opportunities-benefits-exceed-global-expectations/

5. find w h at they
a
.r e looking for
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That just means that
helping your
customers find what
they are looking for
is

8. Most people start their “finding process” with a
search engine. Just like you, your customers
willclick more on organic then on paid ads.
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9. Puta SEO (search engine optimization)
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strategy together. Expose your product
catalogue to the search engines withall of the
rich attributes and informationsurrounding your
products.
Don’t hide them behind
a login.

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And o n y o u r site…
you don’t know what
problem they are trying to
solve, and even ifyou 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

11. &allowyour customers to find what
they are looking for on your site,
howeverthey want to find it.
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and now for something
really cool, look at their
type ahead in search…

17. @justin_kingNotice, how Quill’s type ahead shows products,
category matches and has merchandising withimages
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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

19. s i m p ly , a n d
intuitive ly act
o n w h at they
find.
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Actin g (conve rsio n )
20 | Img source: http://cdn2.hubspot.net/hub/53/file-206696192-png/Blog-Related_Images/conversion-psychology.png?t=1372188065000
can be lots of things. It
can be add to cart, get
a quote, call your rep,
chat witha specialist,or
simply requestmore
information.
And each product and
page can define
conversion differently.

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22. .it is their job
the k ey to B2B,
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T he biggest
diffe re n c e in B2B
is thatthe people thatare
visiting your site are
doing so because itis
theirjob.
23 | img source: http://ffcm.org/compliance/public-construction-workers/

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And intheirjobs more than anywhere
else,
24 | img source: http://www.thestaffingstream.com/2013/05/09/go-hire-some-lazy-people/

25. That means thatifyou make theirjob
easier on your site, they willcome
back. Ifthey come back they will
spend more.
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If You help them be lazy

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You in n ov ate h e re b y
giving yourcustomers 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
yourcustomers tick.
26 | img source: http://thesiswhisperer.com/2012/06/28/is-becoming-paperless-a-bit-like-giving-up-smoking/

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This might be tools
like….

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28282828228 | img source: https://www.icts.uiowa.edu/content/contract-negotiation/

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29292929229 | img source: http://images.businessweek.com/ss/08/10/1024_cost_cutting/4.htm

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39 | img source: http://images.businessweek.com/ss/08/10/1024_cost_cutting/4.htm

31. Inthe end, this is not about me or
you. This is about giving your
customers the tools thatmake their
job easierand keep them coming
back.
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32. consistecy a c ross
all d evices a n d
ch a n n e l s
.
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33. Need Isay more. Your customers
want to have a consistent
experience no matter the device
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34343434334 | img source: http://www.thejrexperiment.com/2013/02/28/television-111-bbtv-runner-ups-and-beerry-flirt/customer-service-agent/

35. Your customers expectations are rathersimple,
but a great place to startwhen thinking about
B2B eCommerce.
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1 .Fin d what they are looking for
2.Act on thatinformationsimply and
intuitively
3 . R e m e m b e r , it is their job to be
on your site
4.Have a consistent ex p e rie nc e
across channels and devices