Top 5 Complaints About B2B E Commerce and How to Fix Them

B2B companies are rapidly moving into ecommerce. Some of those companies have seasoned ecommerce providers to partner with them and guide them along the road to successful ecommerce implementation. Some get sold a site and are left with a handful of complaints that they don’t know how to remedy.

This post looks at the top four complaints I hear about B2B ecommerce and provides solutions on how to fix them.

  1. “We built the site–where are the customers?” Ah, the “if we build it, they will come” situation. I hate to break it to you–that only works in the movies. To be successful at B2B ecommerce, you need to promote your site with search engine marketing (SEO).The good news is that it’s a lower-cost investment that pays out huge dividends. The bad news is that it doesn’t happen over night. Learn how to drive more qualified traffic to your ecommerce site.
  2. “Our site doesn’t rank well for our key words.” Sounds like it’s time to address the nuances of SEO for every page of your site. Make sure that each page has a unique and  keyword-rich title tag, description tag, and H1 tag. Learn the fundamentals of SEO in this white paper, Get Found – Driving More Qualified Traffic to Your Ecommerce Site as well as the specifics of why H1 tags matter. It also pays to optimize the images on your ecommerce site.
  3. “My site doesn’t show up in search engine results at all.” If you’ve been working on your site faithfully and notice that you aren’t appearing in the search engine results pages at all, chances are good that you have “no follow, no index” code in the HTML for your site. The “no follow, no index” code tells search engine crawlers to ignore information on those pages–making your site invisible to Google, Bing, and Yahoo! Make sure you only use the “no index, no follow” code on pages you actually want to keep private.
  4. Google doesn’t visit my site very often. Search engines love new information. I mean, LOVE new information. To keep the search engine bots visiting your site regularly, you need to constantly add to and update your site’s content. This doesn’t mean changing words for the sake of changing words–this means serving up new, relevant, and informative content. The easiest way to keep the search engine bots interested? Blogging! Learn how and why you should be blogging on your ecommerce site.
  5. I have to rekey every ecommerce order into my ERP, accounting and shipping systems. It’s a huge waste of time. Looks like your ecommerce, ERP, accounting and shipping systems are all stand-alone. They don’t share information unless you (or someone who works for you) manually enters it into each system. Not only is this a headache, it’s a huge opportunity for human error! To remedy this situation, you need to integrate your ecommerce function.

Ready to take your B2B business to the next level? View the on-demand webinar, Ecommerce Best Practices for B2B and B2C.

Photo credit: aturkus