In order to increase their customer appeal, more B2B ecommerce sites are refreshing their design and functionality to mimic some of the strategies employed by B2C ecommerce sites. For the most part, this is an effective strategy. However, B2B customers can have motivations and needs that are different from their B2C counterparts. In this blog post, we'll cover a few common reasons that shoppers are visiting your B2B ecommerce site – and what changes you can make to better appeal to these users.
B2B customers are often required to compare the cost of materials from multiple vendors before placing an order. Putting your prices front and center can help your customers finalize a purchasing decision. If price is not the competitive factor for your products, be sure to draw customer focus to the valuable differences or features of your products.
If you have technical content for your products (e.g. spec sheets, video demonstrations, performance testing results, etc.), don’t force users to dig for it. Keep your product pages organized and keep your content in a designated area to help customers easily find the information they need.
Ready to purchase
If a customer visits your site intending to place an order, don’t change their minds with a difficult checkout process. If your B2B customers place orders for large amounts of different SKUs, the B2C approach of including lots of product info (like images and descriptions) in the cart can add unnecessary complexity. A better approach may be as simple as an order form with fields for SKUs and quantities.