More and more B2B companies are looking to the ecommerce space as a way to find new customers and increase sales. But the question is often how and where to begin?
Due to the private nature of most B2B ecommerce sites, there is a lack of public information on what a B2B ecommerce site should look and feel like, leaving many companies to guess or design on a trial and error basis.
To get you started, here’s a list of key considerations for any successful B2B ecommerce site. As you design your B2B ecommerce website, I encourage you to implement the following best practices into your site design.
- Focus on your target audience. As you design your B2B ecommerce site, consider your target audience. How they think about your products will help you develop your site’s taxonomy and their key reasons for purchasing should be called out in your features and benefits copy.
- Brand your site so that it appeals to your target audience. What line of business are you in? Your color scheme, logo, graphics and images should reflect your industry, even if only suggestively.
- Make your site easy to use. Use a clear and consistent navigational structure to guide the user through the purchasing process. Employ the “three click rule” whenever possible to keep visitors from having to follow click after click to find what they want.
- Consider your SKU population. How you display your product population will depend on how many SKUs you have to display. Use large SKU population strategies or small SKU population strategies as appropriate to avoid over or underwhelming your visitor.
- Allow more than one way to create an order. B2B consumers require more than the traditional “browse and add to cart” order creation method. Consider allowing shoppers to create orders based on previous order history, using a quick list of previously purchased items as a reference, or by part number.
- Use images to improve site experience. Images aren’t just for B2C sites anymore. Successful B2B ecommerce sites utilize thumbnail images of products to make product identification easier as well as strategically placed beauty shots to show their products in action.
Ready to learn more about ecommerce site design? Download the white paper, Sell More With Stunning Design – Increasing Conversions and Decreasing Cart Abandonment.