What Do Your Customers Really Want From A Business To Business Website?
Tailoring your business to business website to meet your customers’ needs is important. Pricing and delivery options are only part of the story. In this fast-selling sector, the user experience is everything. If that comes as a surprise, Dani Attard, of Comgem, explains.
“Most business to business customers expect a great buying experience,”
she says.
“They want a website that is easy to negotiate, engages them and, importantly, boasts all the information they need to make an informed buying choice.”
Mobile matters
Your customers want to be able to benefit from the same great website experience, regardless of the device they are using. In fact, more than half will research a product you sell using mobile technology. That means your website has to be mobile friendly.
Having a website with omnichannel capabilities is imperative. Dani points out:
“If your business to business website is not mobile friendly, you will lose sales. What’s more, you could lose your position in the marketplace. It is important to remember who your buyers are. Many of them are Millennials and they expect their suppliers to deliver when it comes to mCommerce.”
Easy ordering
A business to business website must be easy to use. It needs to make the ordering process super straightforward. Ensure your website offers customers the benefit of order pads. This speeds up the ordering process for those who regularly buy the same products. It saves them time and makes your business to business website convenient to use.
Make your website fully searchable to help visitors find what they are looking for effortlessly. Don’t forget to make your product descriptions appealing. Include as much information as you can to help the buyer make the right choice.
Make it personal
Use personalised marketing, including themed website banners, email campaigns and catalogues. You can significantly enhance the buyer’s experience by automating all of your processes. As well as saving time and money, it will help you minimise mistakes and keep your customers happy.
Ensure your website platform has the capability to divide your customers into groups. Big spenders need to see better prices than one-off purchasers. Is your business to business website capable of showing different prices to different visitors?
Be competitive
Outsell your competitors by using real-time data to offer the lowest prices without hitting profit margins. Make sure your business to business website is integrated with both suppliers and your stock system to deliver the gold standard in B2B service.
Want to know more? If you are concerned that your business to business website is behind the times, talk to Comgem. Better still, book a completely free demo of its award-winning Gemsuite platform. Developed specifically for the B2B sector, it is the flexible, cloud-based solution that it driving growth in the UK business to business market.