5 steps to B2B ecommerce success: Step 1
In this first of a 5-part series on B2B ecommerce success strategies, Kristina Harrington, president and chief operating officer of GenAlpha Technologies, lays out critical steps for a rewarding B2B digital commerce experience.
Kristina Harrington When it comes to ecommerce — and B2B ecommerce success — there are really two key stakeholders. There are the customers who buy products and services online, and the businesses responsible for selling the products and services online. Both have their own goals. Buyers in an industrial equipment setting are looking for a faster, safer, and easier way to do their job. Ecommerce sellers are looking to improve customer loyalty through greater customer satisfaction and ultimately increase market share and revenue online. Step 1 to B2B ecommerce success: Define the customer journey
To achieve both of these goals, an essential first step for any ecommerce investment is to map the various customer journeys when using your online store. Before long-term B2B ecommerce success can be achieved, it’s critical to understand who your customer is (all the various personas) and why they’re coming to your site. As an organization, have you answered these three critical questions?
What are you offering that no one else can?
Why should your customers care?
Who are those customers?
If not, now is a good time to start.
A good idea when trying to understand your customers is to put yourself in their shoes. 85% of business buyers believe the experience a company provides is as important as its products. So, one way to provide that is to think about how they find a product on your site. What details do they typically have when they begin a search for information on your site? It’s easy when they have an exact product number or description, but what happens if all they […]
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