5 UX B2B E-Commerce Tips to Boost Conversions
B2B e-commerce sites can benefit from improved user experiences, despite being home to more deliberate, longer-term purchasing cycles. Here, Codal provides five UX B2B e-commerce tips to speed up the path-to-purchase and boost conversions.
Sean McGowan on Saturday in B2B News Network for Codal, a Chicago-based UX design and development agency:
“Most marketers know the chief difference between the purchase process of B2C and B2B models: Consumer transactions are typically simpler, streamlined and influenced by emotion, whereas business conversion is gradual, complex, and usually marred in red tape and protocol.”
McGowan’s UX B2B e-commerce tips are:
Emphasize Your Credibility
If B2B buyers don’t trust you, they won’t buy. And because the buying process takes a long time, they have to trust you from the word “go,” all of the way through to the end.
“From a UX design standpoint, this means utilizing every opportunity available to highlight your company’s credibility. There’s a number of ways to accomplish this, ranging from obvious methods like customer testimonials or product reviews, to more subtle techniques, such as a logo wall of your notable clients or a list of certifications and awards.”
Keep It Content-Centric
Copywriting matters more in B2B than images, with the opposite being true of B2C, he says. What may impress prospects even more is personalized content, loaded dynamically for them.
Perfect Your Call to Action Copy
“Your B2B CTAs should be bare-bones concise, and impossible to miss,” McGowan writes. “But unlike their consumer-based counterparts, these CTAs should make an effort to exude tact and professionalism, rather than the more attention-grabbing or informal ones seen in online retail.”
Drive Home the Details
Many B2B products and services are bespoke and content needs to reflect that. McGowan says use site copy to emphasize how you will match their unique requirements and specifications.
“Depending on your product, this could mean technical specs, API information, integration details, feature parity and more.”
McGowan cites information from the Nielsen Norman Group, “a pioneer company in UX design research,” that provides more details to B2B brands on what content to include on their sites.
The Nielsen Norman Group’s post, “B2B vs. B2C Websites: Key UX Differences,” says, in part:
When providing compatibility information, be sure to include:
- Product Integrations: Name the standard products that you integrate with.
- Versions: Indicate the versions of those products that you integrate with (for example, if your app requires a specific edition of Salesforce, clearly specify this).
- Feature Parity: Explicitly name the companion platform or software with which your product works best. For instance, if your product is available on both iOS and Android, but the iOS version has additional features, make that clear. Sometimes, your customers decide not only on your product, but also on other companion products at the same time, so make it clear if you have a preferred partner.
- Technical Support and Integration Help: Tell your users what types of support you provide during integration or transition to a new system. Such support can be a major value add, and can build confidence that you will continue to support customers long after the purchase is completed.
- Standards: If you use industry standards for data exchange or physical connections, indicate the specific standard you comply with, and link to detailed information on that standard. (The link should point to the organization responsible for that standard, like IEEE, ISO, or ANSI.)
- Physical Connections for Hardware: Provide clear engineering drawings of any hardware connections, including dimensions, requirements, or proximity of other connections (such as how close ports on a server are). Specify any third-part[y] products or typical modifications that users must make to your product to connect with other standard items. Include temperature requirements, space required for effective heat radiation, power requirements or other environmental details, as they can have implications for installation choices in machine rooms, server closets and such.
- Cloud-based Integration and API-support Information for Software
- How Your Product Complies With Regulations or Other Requirements the Prospect May Have: Before they buy, they may want to know how what they’re purchasing complies with HIPPA, etc.
Do the Job for Prospects as Much as Possible
From pricing calculators to competition comparisons, going the extra mile can help put the client at ease, McGowan says.
“All of the tips mentioned in this article are united by a common thread: they make the client’s decision-making process easier. That’s how clients think of their interactions with your company — criteria for a decision on whether or not to do business with you.”
(Please see Step 1, regarding trust.)
Even better, provide “tools that help your clients share your content with the other decision-makers in their company” can make them feel more confident that they’ll be backed at their own organizations for deciding to do business with you, he concludes.
What do you think, marketers?
Please respond in the comments section below.
Related story: 8 Most Common B2B Marketing Mistakes