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Nobody understands doing business online like Inxeption. Whether you want to sell one product or digitally transform your entire company and supply chain, Inxeption can help you sell, ship, finance, insure, and get real-time insights into your business. Find new customers and drive revenues—fast.
We're a cloud-based, mobile-friendly platform so you never have to worry about upgrading software. See why smart companies are joining us to Do Business Better.
This removes a huge hurdle for us in expanding our ecommerce presence.
Todd McAllister, Founder and CEO
When it comes to creating and optimizing your ecommerce site, it’s extremely important to have your audience in mind. If you are a B2B business, your site will have different goals, and hence different design needs than a B2C site might. E-commerce today requires sites that are beautifully designed for a desktop and mobile, and present an easy-to-follow B2B ecommerce website experience.
B2B stands for “business to business,” and it refers to businesses that are involved in selling products or services to other businesses rather than directly to consumers.
When you compare business to business ecommerce to B2C, and you’ll notice that the main goals are generally different. In the B2C space, you are selling a consumer as compared to selling to a business (and the group of decision makers within the business). The motives behind a purchase are different, and the sales cycles differ in time to make a purchase.
The B2B online sales timeline tends to be longer than B2C because buying a B2B solution tends to be more personalized or complicated. B2B products might require quotes or CPQ capabilities and the ability to pay via unique transaction methods (purchase orders, financing, etc.). Because B2B products generally cost more than B2C products and services, decision-makers need more guidance and nurturing in order to purchase.
Your website needs to be designed to meet your clients’ needs. No website has the same goals, so no website should be designed the same way. Especially within B2B wholesale, content on a website can have a major impact on purchasing decisions.
Things to consider when designing your website include:
An effective, specialized, B2B store will create a customer experience that encourages the desire to learn more. With numerous competitors selling online in any given industry, doing a competitive analysis when designing your website is a great way to ensure that you are including and surpassing what works for your competitors.
Consider the following when analyzing your competitors:
There are numerous ways to optimize a website. First, know your audience and who you want to convert.
After doing a demographic and firmographic breakdown of your ideal customer, you can optimize your website to bring them in and convert them with some of the following tactics.
Clear Calls to Action
B2B buyers rarely make impulse buying decisions. They are making an investment in their enterprise or small business by purchasing your products or services. The best B2B websites qualify a lead through various purchase funnels and conversion behaviors so by the time it gets to your sales team, there is a clearer path to purchase (also known as a warm lead). If you can satisfy a potential buyer's expectations with digital technology and effective user experience design, your site will sell. CTA’s (or calls to action) help to create a sense of urgency and an understanding of the purchasing process.
Include CTA’s at various points on landing pages to encourage conversions or to funnel visitors through a specific onsite journey. Your website design should be built around your specific niche or market segments with user intent in mind. Keeping a funnel in mind will help you to determine how well your site is doing, understand how qualified your website conversions are, and how you should distinguish leads from conversions from deals (if applicable).
Optimize for Mobile
It is important that your mobile presence is as optimized in terms of SEO and user experience (UX) design as your web presence. You will also rank better in search engine results when you are optimized for mobile search using blog posts and digital marketing. Google utilizes “mobile first indexing” where they crawl and rank your mobile presence before your web presence, making optimizing for mobile more important than ever before.
Video content will help to increase engagement and time on page. Video content is also versatile and can exist on multiple marketing channels including your website, social media, and email campaigns. Other visual content can give you the same results.
Colors and imagery should align with your brand and should be inviting to a potential customer. The website should be user friendly (which includes optimizing for mobile). It should be obvious to a customer how to navigate through your site and get the answers to their questions quickly and easily.
The tone of your site should align with your business messaging and mission. The same tone should be used throughout. Is your brand more serious or more lighthearted? Answer your customers’ questions in the same way your website is written via external channels, review sites, etc.
Make sure all writing is clear and concise so the audience isn’t searching for meaning in a very long message. Make sure language is active not passive, everything is in a consistent tense. Include visible and concise CTAs (calls to action) to get their email, to sign up for a demo, to call a salesperson, etc.
Have a chat function based in artificial intelligence and machine learning. Enabling potential customers to get live feedback to a question they have about your site is a good way to keep users from bouncing off your page and also to qualify if the type of people you are getting to your site actually qualify for your offering. This is also called conversational selling. If you use a CRM system, a lot have a chat function that you can easily deploy onto your site using code so the information regarding an interaction between a salesperson or automated system and a user on your site is recording for you to review later
Encourage reviews, and keep track of them. Reviews, especially for software or more involved products and services, are important when it comes to B2B platform selling. Put your information on review sites, on your product pages, as well as encourage feedback after someone has submitted their information to your site or has completed a purchase. Encourage reviews on your social media sites. Enable written reviews as well as stars or likes that you can use to share in PR efforts or directly on your Google paid search ads.
Improve Product and Service Descriptions
Have high quality, compressed imagery on your landing pages. Have easily viewable and understandable CTAs on both the website as well as mobile landing pages of your B2B portal to goods. Make the checkout flow as easy and as short as possible. Improve email marketing to help potential customers complete purchase flows. For example, you can use cart abandonment emails or exit intent popup offers on landing pages.
Understand what the most important aspects of your site are. Base these on the goals of your business and relay these to the experts building your site. The benefit of having experts is that they will have an understanding of how to optimize your site technically to accommodate for specific goals that the website is setting out to accomplish. Unless you have unlimited buyers and unlimited product, you will want to make a site that can be completely correctly and quickly.
Inxeption is a secure and scalable platform that brings the ease of consumer ecommerce to business. From one digital dashboard, drive sales, manage your supply chain and realize cost savings. With Inxeption, you can put your best foot forward when it comes to creating and optimizing your B2B website, and growing top line revenue.