The complexities in running an eCommerce business are plenteous. Here’s a 15-point checklist for 2021 that will lead you through the most critical parameters you need to ensure while building your B2B eCommerce store to see favorable business outcomes.
Listed below are 3 major components of a successful eCommerce store:
Here’s all you need to check out in order to deliver enhanced and enticing shopping experiences to your customers:
1. Enhance checkout experiences
Cart checkout is one of the most important and crucial parts of the overall customer journey. Make sure your shopping carts are well-optimized for smoother, faster, and hassle-free checkouts. This helps you enhance and fasten the goal accomplishment process. Ensure that your forms load easily, quickly, and smoothly. Provide your shoppers with an easy form-filling experience with intuitive UI design and fields. The better the checkout experience, the better the conversions.
2. Ensure ease of use
Adopt a customer-first and customer-centric approach while devising the content, design, and layouts of the website so as to ensure ease of use for your customers. Create easy-to-use and intuitive buyer dashboards and portals that are self-explanatory as well as visually appealing. The easier the website is, the more the customers engage and interact on your store (that is likely to reduce the bounce rate and also makes your website SEO-proof).
3. Elevate the overall user experience
The user experience design is integral to the success of any website. Especially, when it comes to eCommerce stores, the user experience plays a pivotal role in accelerating the customer journey on the website. The design, the content, and everything in between matters a lot when it comes to user experience design. Since user experience isn’t too much to ask for, take appropriate design efforts to guarantee an easy, enhanced, and frictionless shopping experience right from product discovery to checkout.
4. Load pages faster
The attention span of a digital user is reaching new lows every passing day. Nobody cares to wait if your webpages are going to take longer than usual to load. Ensure that your webpages, product pages, images, and other elements of your eCommerce website load faster, smoother, and seamlessly. Faster page loads not only help you hold your shopper on to your website but also help you garner SEO mileage. Search engines like Google are friendly with fast-loading pages.
5. Build device-responsive pages
Let your customers access your website on the go, at the convenience of their own place and devices. Provide an uncompromised website experience that is seamless for all the devices. Optimize your webpages, especially, shopping carts and forms with mobile-friendly and intuitive UX and UI practices. Responsive pages boost the overall shopping experiences for your customers as well as help you rank upfront on the search results.
6. Improve accessibility
Assort, categorize and present your product content and pages in an easy-to-access and easy-to-navigate fashion. Create dynamic menu bars and mega menu to make navigation seamless. Engage your users with a compelling customer journey that lets them navigate across pages and products effectively and efficiently. Take advantage of techniques like intelligent interlinking and hyperlinks.
Here’s a checklist of important eCommerce parameters that help you drive optimal personalization on your website and thereby achieve maximized engagement:
7. Personalize your eCommerce store extensively
Ecommerce personalization refers to the process of creating and delivering a thoroughly personalized experience throughout the customer journey. Create dynamic content and feature a customized lineup of products on your store based on the shopping preferences, user behavior, order history, interests, demographics, and dynamic segmentation based on the browsing history and other personal data. Make personalization a top priority. Adopt personalized communication throughout the entire marketing funnel.
8. Customize prices dynamically
B2B customers are familiar with a flexible pricing system where they request a customized price quote for the product or service. Since the B2B space involves multiple decision-makers, they expect a price quote that is customized exactly to their requirements. So, ‘one-price-fits-all’ becomes a big turnoff in the B2B eCommerce space. Have a dynamic and intelligent pricing system in place that displays custom prices based on customer requirements. Leverage pricing intelligence to show exclusive prices that your customers will approve in the first go.
9. Provide multilingual features and multiple currencies
Localization is the order of the day. B2B customers have diversified origins. If your website offers content in multiple languages, B2B customers find it more appealing to consume the content in their desired (native) languages. Especially, if your business caters to multiple countries, multilingual options and features are must-haves. When customers read the content in their preferred language, they are likely to build more trust and interact more with you. Similarly, facilitate them with options to change the country and access the pricing information in multiple currencies.
10. Create personalized customer journeys
The different steps involved in the user journey are product discovery, content consumption, engagement, interaction, navigation, checkout, and goal accomplishment (purchase). Creating personalized customer journeys refers to the process of building an ideal, engaging, compelling, and stunning journey right from the product search phase to the final stage of goal accomplishment. Shorten your customers’ path to purchase by extensively experimenting on different purchase journeys and identifying the journey that converts more customers.
11. Create personalized landing page experiences
Build landing pages that are thoroughly personalized, content-driven, and conversion-focused. Personalized landing pages help you build trust quickly and win customers. Make your CTAs stunning, relatable, and enticing. For example, ‘Get My FREE price quote’ is a more personalized CTA when compared to ‘Download price quote’. Testing on multiple iterations of your eCommerce product pages with content variants helps you improve your pages better and personalize more. Conduct extensive research and A/B testing experiments to identify the landing pages that best work for your shoppers.
The points that follow let you understand how to ensure customer satisfaction in the B2B marketplace:
12. Provide a self-service customer support portal
Exemplary customer service is the key to unlock customer satisfaction. Provide your customers with a well-programmed self-service portal that covers answers to the most frequently asked queries. Facilitate human intervention as and when required. Take advantage of tools like chatbots that help you build interesting conversations with your customers and give them on-the-go support throughout their shopping journey. Make sure the quick links like helplines, chat links, email addresses, FAQs, and contact forms are readily visible and handy.
13. Recommend products that your customers love
Uncover customer demands and insights based on their behavior and order history to recommend products that are highly relevant to them. Leverage cross-selling and up-selling features to offer intelligent product recommendations and customized offers. Extend the customer journey beyond goal accomplishment and retain more customers. This not only enhances the customer satisfaction rate but also improves the customer retention rate and lifetime customer value.
14. Elevate customer satisfaction with accurate data
Make it easy for sales and customer service teams to access product info, prices, customer data, order history, tickets, etc. While accurate product data improves customer satisfaction and makes them place orders with confidence and convictions, accurate customer data empowers customer service and support teams. Besides reducing the ambiguity, product content accuracy reduces the number of customer disputes, returns, and other such tickets. Improving accuracy increases customer satisfaction as well as increases the conversion rates too.
15. Highlight customer reviews and testimonials
Your happy and satisfied customers are your free brand ambassadors. Feature their reviews and testimonials and let them do all the talking on your behalf. Build trust by highlighting the trust badges, certifications, awards, and recognitions apart from the customer testimonials and reviews. This not only creates a positive influence on your customers but also helps you elevate your brand reputation when you share these positive reviews on your social handles.
Make the best use of this checklist to formulate your eCommerce success in 2021. Since the way businesses run and operate has massively transformed with the rapid growth in technology, the way customers shop has seen topsy-turvy changes that entail the businesses to refocus their selling efforts subsequently. What we once thought was too much to ask for a couple of years ago is now an absolute possibility and a new normal. The possibilities are only becoming more and really endless.
With over a decade of hands-on experiences and rich expertise in helping a broad spectrum of domestic and international businesses of all sizes, The Commerce Shop houses a team of expert B2B specialists who can help you strategize your B2B eCommerce business in the right direction.
If you would like to get a free consultation with us on how to steer and propel your business growth in the right direction, we are just a click away. Click the button below and talk to our B2B eCommerce experts.