Ecommerce site designs vary dramatically from company to company, whether the audience is business-to-business (B2B) or business-to-consumer (B2C) in nature. With this in mind, it’s essential to realize that there are five things that a visitor should be able to access or view from every page of your ecommerce site.
What are the five things so critical that every ecommerce site should have them on every page?
Here’s your answer.
Five things that every page on your B2B ecommerce site should contain:
- Contact information. This one seems intuitive, but I assure you that it’s not. In fact, 22% of online shoppers abandon a cart because they have a question and can’t figure out who to call to get it resolved. Instead of backing out to find the company’s contact information, getting their question answered and then starting over, the customer simply jumps ship and finds a different site on which to purchase the same product. Ouch! Sometimes they don’t even get that far. How many times have you had to search numerous pages to find a phone number or email? Or worse yet, you hunt and you hunt and you can’t find ANY contact information at all? Far too often. So put your company’s full address, phone number and email on every page, even if it’s in a tiny font. Better safe than sorry!
- Content. I’m here to dispel the myth that B2B ecommerce sites don’t need content to be successful. Yes, they do. While the main function of a B2B ecommerce site is to allow customers to quickly place orders online, some of your customers are looking for a bigger/better/faster solution to the item they usually buy and so it behooves you to add robust content to your B2B ecommerce site, especially your product pages! Make sure that you customers can shop for their next solution on your ecommerce site, not your competitor’s!
- Cross-sells and up-sells. Merchandising, baby. It’s the stuff that ecommerce dreams are made of! What does merchandising mean for a B2B organization? In a nut shell, merchandising is making sure your customers know about all the things you sell. If they are looking to purchase a new digital copier for their office, merchandising properly is making sure that they know you sell the toner for the machine they want to buy as well as another model that has more bells and whistles to make their lives easier. Learn more about merchandising in B2B ecommerce.
- Call to action. You got them to your site—now what? Ask for the sale with a call to action! What’s a call to action? Anything that asks your visitor to engage with your site. It could include an actual purchase of product, but it might also be a transaction where the visitor downloads a piece of information, signs up for your webinar or subscribes to your blog!) The trick to make sure that you ask your site visitors to engage with you on each and EVERY page of your site.
- Cart. Make sure that your site visitors can access their shopping cart from every page on your website. Like providing your contact information on every page, making the shopping cart accessible from every page of your site ensures that your shopper won’t get frustrated trying to get back to the cart to check out and abandon it all together instead.
To learn more about how to make your B2B ecommerce site a success, download the white paper, B2B Ecommerce Success – Seven Questions to Consider When Beginning an Ecommerce Initiative.