Basics of B2B eCommerce - what customers expect, and how to meet those expectations


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In this presentation, you will learn the basics of Business-to-Business (B2B) eCommerce. What do customers expect when they come to your site? What makes up the great b2b experiences that you see today? A practical and step by step look at B2B eCommerce.

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Basics of B2B eCommerce - what customers expect, and how to meet those expectations

  1. 1. THE BASICS of B2B ECOMMERCE @justin_king 1
  2. 2. Even though you sell your products B2B @justin_king 2
  3. 3. Why? because buying experiences online at home, set expectations about what their experience should be on your site. 3 | @justin_king
  4. 4. 4 | @justin_king Img source
  5. 5. find what they are looking for . @justin_king 5
  6. 6. @justin_king 6
  7. 7. hat T just means that helping your customers find what they are looking for is @justin_king 7
  8. 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. @justin_king 8
  9. 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. @justin_king 9
  10. 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. 10 | @justin_king Img source:
  11. 11. and allow your customers to find what they are looking for on your site, however they want to find it. @justin_king 11
  12. 12. @justin_king 12
  13. 13. @justin_king 13
  14. 14. @justin_king 14
  15. 15. @justin_king 15
  16. 16. and now for something really cool, look at their type ahead in search… @justin_king 16
  17. 17. Notice, how Quill’s type ahead shows products, category matches and has merchandising with images @justin_king 17
  18. 18. If 70% of time is spent by your users finding information, let them find it in their way using SEO, Search and Navigation @justin_king 18
  19. 19. . simply, and intuitively act on what they find @justin_king 19
  20. 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. 20 | @justin_king 20 Img source:
  21. 21. 21 | @justin_king 21
  22. 22. . the key to B2B, it is their job @justin_king 22
  23. 23. The biggest difference in B2B is that the people that are visiting your site are doing so because it is their job. 23 | @justin_king 23 img source:
  24. 24. And in their jobs more than anywhere else, 24 | @justin_king 24 img source:
  25. 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 @justin_king 25
  26. 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. 26 | 26 img source: @justin_king
  27. 27. This might be tools like… @justin_king 27
  28. 28. 28 | @justin_king 28 img source: /
  29. 29. 29 | @justin_king 29 img source:
  30. 30. and roles 30 | @justin_king 30 img source:
  31. 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. @justin_king 31
  32. 32. . consistecy across all devices and channels @justin_king 32
  33. 33. Need I say more. Your customers want to have a consistent experience no matter the device @justin_king 33
  34. 34. 34 | @justin_king 34 img source:
  35. 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 @justin_king 35
  36. 36. and @justin_king @justin_king 36