How to Build and Optimise a B2B E-commerce Website

July 11, 2022

How to Build and Optimise a B2B E-commerce Website

Do you ever feel like you’re missing out on potential customers?

It is crucial for all e-commerce stores to be fully optimised in the digital world if you wish to attract new consumers, increase conversion, and generate more income. Not understanding the fundamentals of your website will leave you behind your competition.

If a tree falls and no one was there to hear it, did it really make a sound? Understanding the components of what drives positive engagement and exposure online will help you overcome the hurdles that hold you back from achieving your goals.

We want your business to have improved site performance and provide a better user experience. This means you can worry less about customers bouncing from your store and more about how you will start generating income through organic connections.

But what does all this mean for B2B e-commerce stores?

Unlike B2C, a B2B e-commerce marketplace is a platform where two businesses can connect to exchange commodities. Yet, some B2B e-commerce models can also be a combination of both, where suppliers or manufacturers can sell to retailers and wholesalers but also to the end customer.

Although B2B e-commerce may seem to be a difficult thing to master at first, many of the same concepts that apply to a traditional e-commerce approach can also be applied here. But implementing these changes may seem daunting sometimes, so we can support you with this process.

Here are some key points to consider if you want to start meeting your goals with your B2B e-commerce portal/webstore:

Call-to-Actions specific to B2B customers

A call-to-action aims to persuade or compel users to carry out a desired action. In general, the goal of most B2B e-commerce stores is to encourage their customer to make a purchase. Additionally, call-to-actions may entice your customers to use a special offer, request a free quote for a custom order, watch a video, or get in touch with you for more details.

Call-to-actions can occasionally be positioned near the end of content to urge customers to take action after engaging with it. As well as persuading B2B customers to make a purchase, calls-to-action can keep visitors on your website longer by enticing them to read blog posts and client reviews, learn more about your business, or how to become a reseller.

SEO Strategy

When your business deploys an efficient SEO strategy, it is communicating to users and search engines that your website is useful, relevant, and reliable. Google searches are among the best ways for potential clients to locate your company.

Some of the most important factors for B2B businesses to promote online presence and generate conversions are keyword density, title tags, meta descriptions, URL structure, backlinks, internal linking, on-page word count, unique content, and optimised images. Including as many of these as you can in your e-commerce store will improve your rankings.

Your page load times should also be considered for overall SEO improvement. When visiting your online store, a customer will typically lose curiosity after about 3.4 seconds on a loading screen page.

User Experience

The layout of your website along with a user-friendly checkout process is essential for providing a great customer experience. Better navigation will enhance B2B conversions because customers will be able to effortlessly navigate your website. The use of links, buttons, quick order pads and other clickable elements in your online store should be straightforward. These will not only significantly boost user engagement but will also streamline the purchasing process.

Additionally, you can improve user experience by letting customers create their own accounts. As a result, consumers will have access to their past purchases and have all of their purchasing data saved for future transactions.

Data Collection

Building genuine relationships with your customers requires an understanding of who they are. Basic information like name, email, gender, and location are usually the most accessible but play a key part in the initial contact.

It is clear that email marketing offers a high return on investment, increasing sales for you. The first things that recipients see when receiving an email are the subject line and preview content and they'll be more likely to open your messages if they feel appreciated.

The more data points you collect from individual customers the more you’ll be able to develop a tailored strategy. The information you collect will allow you to purposefully design your business orientated around your customer’s needs.

Mobile Optimisation

Around 70% of a company’s search inquiries come from either smartphones or tablets. The impact of accessibility can be felt with mobile devices accounting for 40% of B2B online store sales.

Your website should be easy to read and navigate on mobile devices used by your current or potential customers. If they have to zoom in to read the content on your website or generally can't find what they're searching for, you can't expect them to stay for long.

Most online activities are becoming more accessible and convenient with the ease that our phones have brought to us. You just can't afford to ignore the opportunity to connect with mobile users if you own a B2B company.

Final Thoughts

Your success will be determined by your bottom-line profits regardless of what you sell online. Implementing these principles should drive sales to your B2B e-commerce stores.

Check out how we helped Pulsar UK, our B2B e-commerce client, overcome the obstacles that were holding them back from growing their business here.

Book a free clinic today so we can help you start achieving your B2B online sales business goals.