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B2B Ecommerce:

How To Optimise
B2B Ecommerce Sites

According to Digital Commerce 360, in 2021, online sales on B2B eCommerce sites, log-in portals and marketplaces increased 17.8% to $1.63 trillion.

With this increase in sales B2B eCommerce sites face their fair share of challenges in the online world. They often have much more pressure to create more personal relationships with their clients/customers as their customers will have much more particular requirements and this will differ with each relationship. 

The sales process involves lots of important decision-making making the process longer and more complex. It’s a far cry from a one-click purchase on Amazon. Buyers looking to purchase from a B2B company will expect flexibility with how they order and how they pay. According to an August 2019 survey of B2B buyers, almost three-quarters of respondents said they’d switch to a new ecommerce site for better purchasing options.

So once your B2B ecommerce website is finally live and you’re ready to start selling you need to gain your customers. In order to do this and drive conversions, your site must be optimised.

You might be asking yourself, how on earth do I optimise a B2B eCommerce site? But don’t worry, we will be exploring the top ways to achieve an optimised site below.

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What is a B2B eCommerce business model?

The B2B eCommerce business model is the buying, selling, and exchanging of products between companies. This exchange takes place via online sales channels.

Since both parties are business entities, B2B e-commerce transactions are more logical, need-based transactions. They will be much more thoroughly considered rather than an impulsive purchase you might make as an individual browsing the web. 

B2B businesses will have more flexible product prices, will have larger order volumes, and often a more complex delivery service. These transactions will typically consider the longer-term interests of the seller-customer relationship.

Why do you need to optimise your B2B eCommerce site?

To succeed with B2B eCommerce, you just can not have a basic or subpar website. 52% of B2B buyers reported that they’re frustrated with the online buying experience. And a massive 90% of B2B buyers would turn to a competitor if your site can’t keep up with their needs. However, having a great looking website doesn’t mean people will go there, that’s why it is essential to make sure your site is optimised. This is why optimising your site must be a priority.


1. B2B Ecommerce SEO Strategy

One of the main ways a new customer will find your company is through a Google search. SEO, or search engine optimisation, is the way to help a website rank in search results on Google and other search engines. It is really important to dive into the world of SEO if you want to develop a great eCommerce strategy, B2B or not. Otherwise, your eCommerce site won’t show up organically when people search for your industry or the types of products you sell. A good SEO ranking tells search engines that your site is useful, relevant and trustworthy

There is a long list of factors that help your website rank well. It is always a good idea to cover as many of these factors as possible on your web pages however, we think some of the most important factors for B2B eCommerce sites include:

Keyword density
Meta descriptions
Internal linking
Word count
Original content
Optimised images
Synced social media pages
On-site product reviews

We recommend optimising every page across your entire B2B eCommerce website. You might also want to post a few blogs a month on your website. This will give you the opportunity to provide customers with helpful information while also giving you the opportunity to include keywords and keep your site ranking well with Google.

2. Call-to-actions (CTAs)

As a B2B company, CTAs are a critical part of optimising your website. We suggest including a call-to-action at least once per page on your B2B website. You might also want to try A/B testing your CTAs to see which type are most effective with your customers.

Aside from compelling the buyer to purchase, calls-to-action can also keep people on your site longer by encouraging them to read other content, watch videos, or browse through product pages. This will help increase the average time each potential customer stays on your website which is important because it will further boost your SEO ranking by sending signals to Google that you’re a reliable resource.

3. Mobile Optimisation

Another thing you’ll need to consider is mobile optimisation. Just because you’re in the B2B market, don’t assume your customers are only visiting your website through a desktop browser. More than 60% of B2B buyers report that mobile played a significant role in a recent purchase.

The importance of a mobile-friendly eCommerce website shouldn’t be overlooked. When an existing or potential customer visits your site through a mobile device, it should be easy to read and navigate. If they need to zoom in to read your web page copy, can’t find what they’re looking for, or are unable to click the button they need, you can’t expect them to stay long. It’s in your best interest to make the customer experience as smooth as possible. Don’t miss out on the opportunity to reach customers through their mobile devices.

4. B2B eCommerce User Experience (UX)

UX refers to the customer experience while visiting your eCommerce website. Having a mobile-friendly B2B website is a vital piece of the equation, but UX goes beyond that. For example, when thinking about a great customer and user experience for a B2B eCommerce business, website design and a seamless checkout page are essential.

Make sure you create an efficient, user-friendly sales funnel. With the buyer being easily led through your website- from product to checkout, they are more likely to complete the process.

Your site must be:

For example, having a primarily white background with easy-to-read text
People should be able to easily be able to identify links and buttons
Again, being mobile-friendly and accessible to all customers particularly people with visual impairments

You can also enhance UX by allowing customers to create their own accounts. This promotes customer loyalty and makes the buying process smoother. Your customers will be able to review previous purchases, reorder products as needed, and have their purchasing information already saved.

People should also be able to contact you and get questions answered without too much effort. You need to have a clear contact method on your site as well as your Google Business Page. It is also helpful to include some FAQs somewhere on your site. 

5. B2B Educational Content

Educational content has been one of the top trends seen in B2B eCommerce. Data shows that a B2B customer is more likely to make a purchase from your business after consuming some of its content. This content will also increase the average time people spend on your site, which will further boost your SEO. Giving potential customers the ability to do their own research helps them to have a grasp of the product, allowing them to feel more confident about their choice, and therefore more likely to purchase.

Some of the educational content you could create is:

Blog posts
Instructional videos
How-to guides

Educational content allows you to show people that you are an expert in your field, and understand the needs of your customers. When you provide your customer group with relevant information and products, they will view your business as the solution to their challenges. And therefore, are more likely to become a customer. 

Need help increasing your B2B eCommerce sites revenue?

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