Maximize conversion rates on its B2B e-commerce site

Zoé Kahn

For e-commerce sites, conversion rates are among the most crucial measures to measure performance. There are many ways to improve the conversion rates of its B2B e-commerce site without having to break its bank account or reorganize the entire site. As an Internet store owner, you will need to constantly increase the conversion rate and sales of your website.

Strategies to engage and keep your customers engaged are extremely important to the success of your B2B e-commerce business. To achieve the desired conversion rate, we’ve compiled a list of useful tactics that will help you tap into venerable opportunities to double (or even triple) the conversion rates of your B2B e-commerce site.

Analyze your data

The website analyses provide information on how people use and act on your site and show the obvious improvements that need to be made to the conversion rate optimization (CRO) method. If you’re already using tools like Google Analytics, you’re heading in the right direction.

Critically examine the data on which you can design the conversion rate optimization strategy. Correctly observe the pages on which people spend a lot of time and the pages that people leave quickly. With basic data on your site’s current performance, you can identify pages that don’t work well and optimize them.

Focus on a simple design on your website

You may have tons of products on your site but, if your site is not properly structured or designed and customers are not willing to navigate through different products or services, you will barely see visitors to the site convert. Visually complex designs are not broadly accepted compared to simple, easy-to-use web designs. That’s why it’s necessary to build a site that focuses on design with a stunning theme that’s easy to understand. The simplification of processes will hold visitors to the content that really matters.

Invest in SEO (Search Engine Optimization)

One of the most important challenges is to make your site accessible to as many of your customers as possible. No matter what industry you’re in, if you want to increase the conversion rate of your e-commerce website, you need to accurately communicate your products or solutions to the target audience. Implementing an intelligent SEO strategy will help you improve your site’s web presence, boost search engine ranking, and organic search results.

Allow customers to contact you

To ensure the trust of visitors, allow them to contact you by highlighting your contact information on the website. This can also be done simply by setting up a “Contact Us” tab or creating an easily accessible contact form. Some visitors will still be reluctant to register. It is important to facilitate this integration phase as much as possible and to ensure that it takes as little time as possible, with a limited number of fields for example.

Make targeted advertising for visitors to your website

You can’t just assume that the people who will come to your site will make purchases in the process. You need to spot people who have visited your site for the first time, as well as regular visitors, and send them tailored messages to encourage them to convert. This action can be implemented by sending appropriate emails or by creating targeted advertising.

The abandonment of baskets is one of the most disconcerting aspects of e-commerce. To remedy this, various arrangements can improve this situation. A proven method to minimize basket abandonment is to implement simple marketing software that sends web visitors follow-up emails from the abandoned cash register that tracks customer engagement on the site.

Special discounts or defined loyalty programs can also convince visitors to transact with you and start to build long term relationships.

Identify your competitors

As you already know, you are not the only one in your market. In order to differentiate yourself and highlight your specialty, you need to start by looking at the companies you are competing with. Then refine your target market by identifying who has already purchased your service or product. Once you’ve identified your competitors, you need to analyze their sites so you can start outperforming them. Obviously, if a competitor has a strong presence on social networks, it means that you have the freedom to take advantage of business opportunities derived from social media platforms. The implementation of different advertising campaigns could work well. Also, use SEO tools to determine your competitors’ keywords and try to estimate how much organic traffic your competitors receive.

Invest in an omnichannel trading solution

Poor order management, inventory management, billing, returns, and a refund can result in the order being canceled and your customer sent to compete.

If a B2B customer placed an order and after two days, they receive an order cancellation email. Nothing worse than that. Canceled orders, negative product reviews significantly affect the conversion rate. Avoid this by integrating an ERP-type inventory management tool. This omnichannel solution helps the administrator manage the inventory listed on different platforms, sync with centralized inventory, real-. Make it easier to take time updates and everything your online store needs.

Make it easier to take orders

If B2B customers place an order for a limited number of units or bulk items, they still want a quick and simple payment process. Make sure your website offers different payment options to customers and the ability to select multiple products with different amounts. More purchases should not take long.

Mobile use optimization

The growing trend of mobile shopping is no longer a hidden fact. Whether it’s a B2C or B2B site, a higher percentage of product searches and orders are made from smartphones. Failure to follow the best practices of mobile landing pages can be an expensive risk in terms of mobile conversion rates. With this in mind, it is essential to build the B2B website on the right web development platform offering fully mobile responsive websites.

Final Thoughts

Learning to improve e-commerce conversion rates is not a difficult task. B2B conversion techniques are very different from B2C sales tricks. Business leaders have a better understanding than customers, so it’s essential to earn their trust to increase revenue. Introduce the distinctive features of your products, use a dynamic business pricing model, and offer different packages to new and regular customers.

So, the conversion actions mentioned above are added to your e-commerce site’s list of successful actions. If your site is not optimized from the start, the improvement in the conversion rate will not be optimal.


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