If I asked you when your B2B ecommerce site traffic peaks each day, I’m guessing you would say, “Monday through Friday, 8 AM to 5 PM.”
Instinctively, this would make sense, but are you sure that is your site’s peak time for B2B traffic?
What if it isn’t?
What if your site traffic peaked each day after business hours? Say, at 10 PM, for example, as tired executives try to complete one more task for the day?
Are there any assumptions—spoken or unspoken—made on your site that might affect user experience if the site’s peak time isn’t what you thought?
Consider the following:
- What if your traffic regularly peaks in the late evening after your target audience has gotten home, had dinner, helped with homework and put the kids to bed? Are your regularly schedule late night site updates and maintenance making it hard for them to place an order?
- Does the design of your site require that a customer enter product numbers to place orders? What if that person logs in at 10 PM and doesn’t have a list of the product numbers they need handy?
- Is your site easy to use? The later your audience accesses your site, the greater the likelihood that they will be tired after a day of meetings and working at a computer. Small font sizes could make product descriptions hard to read. Lack of quick ordering options such as repeating a previous order or searching by product number, name or descriptive quality might make a late night order frustrating to complete.
- What if your peak traffic time is early in the morning before your staff has even gotten to the office? Are your back-end systems synching with your ecommerce site to update inventory levels causing the visitor to get a “come back soon” message? What if the shopper has a problem completing an order? Is there a way for him to submit a support ticket or otherwise alert your tech support staff of the problem?
- Are a growing number of your ecommerce customers located in another time zone or hemisphere, where key business time is during your off hours? Does your site allow these customers to access self-service information?
Analyzing your ecommerce site’s traffic and then making sure that your site is designed to maximize a visitor’s time during those peak hours will help you increase your B2B ecommerce sales and improve your site’s overall customer experience.
To learn more about how to make your B2B ecommerce initiative a success, download the white paper, B2B Ecommerce Success – Seven Questions to Consider When Beginning an Ecommerce Intitiative.