Having thousands of SKUs to display on a B2B ecommerce site requires a different product presentation strategy than having only a handful. The key to showing your products properly, regardless of SKU count, is to always put your best foot forward.
The critical consideration for a B2B company with a large SKU population is to make your site as easy to navigate as possible. The bottom line is this: you must make it easy for your customers to find the product(s) they are looking for.
Here are some guidelines to keep in mind when designing a B2B site that will be home to a large number of products.
- Be careful not to overwhelm the visitor. Huge lists of products can be daunting and pages that scroll on forever can become tiring.
- Use a clear and consistent site taxonomy. Group items together in a way that is intuitive to your shopper. This might mean putting all the like items together in a category or grouping them by function or intended audience.
- Use the blink test. Make sure that your categories and site structure are easy to digest using the “blink test.” Employ the help of someone outside your business and ask them to look at your site. If they can’t quickly and easily tell you how to navigate through your site or locate an item you asked them to find, your site structure is too complicated. Repeat this step as often as is necessary to ensure that those who are unfamiliar with your site are able to find their way around.
- Guide visitors to what they are looking for. Consider employing interactive configurators or guided product quizzes to help get the customer to the item they seek with as few clicks as possible. These interactive tools will ask key questions to limit the number of results that the visitor sees. Ideally, such interactive tools will lead the visitor directly to a a handful of the most appropriate products, making the buying decision easier.
- Robust search, baby. Advanced search capability is never more important than on a B2B ecommerce site with a huge SKU count. For the best results, allow visitors the opportunity to search by product number, product name or description. It is also helpful to allow users to utilize filters in conjunction with advanced search.
A large SKU population doesn’t have to be an ecommerce site user experience nightmare. With a little foresight and the right tools, your site will hold as many products as you need.
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