THE BASICS

of B2B ECOMMERCE

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Even though you sell your products B2B

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 Why?
because buying experiences
online at home, set
expectations about what their
experience should be on
your site.

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Img source http://blog.gogrid.com/2013/05/31/cloud-opportunities-benefits-exceed-global-expectations/
find what they
.
are looking for

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That just means that helping
your customers find what
they are looking for is

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Most people start their “finding process” with a
search engine. Just like you, your customers
will click more on organic then on paid ads.

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Put a SEO (search engine optimization)
strategy together. Expose your product
catalogue to the search engines with all of the
rich attributes and information surrounding your
products.

Don’t hide them behind a login.

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 And on your site…
you don’t know what
problem they are trying to
solve, and even if you knew
the problem, you wouldn’t
know how they wanted to
solve the problem.

10 | @justin_king Img source: http://farm9.staticflickr.com/8105/8453110331_af69aff246_z.jpg

 and
allow your customers to find what
they are looking for on your site,
however they want to find it.

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and now for something really
cool, look at their type ahead
in search…

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 Notice, how Quill’s type ahead shows products,
category matches and has merchandising with images

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If 70% of time is spent by
your users finding information,
let them find it in their way
using SEO, Search and
Navigation
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 simply, and
intuitively act

. on what they
find

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Acting (conversion)
can be lots of things. It
can be add to cart, get
a quote, call your rep,
chat with a specialist, or
simply request more
information.

And each product and

page can define
conversion differently.

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Img source: http://cdn2.hubspot.net/hub/53/file-206696192-png/Blog-Related_Images/conversion-psychology.png?t=1372188065000
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 the key to B2B,

. it is their job

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 The biggest
difference in B2B
is that the people that are
visiting your site are
doing so because it is
their job.

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img source: http://ffcm.org/compliance/public-construction-workers/
 And in their jobs more than anywhere
else,

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img source: http://www.thestaffingstream.com/2013/05/09/go-hire-some-lazy-people/
That means that if you make their job
easier on your site, they will come
back. If they come back they will
spend more.

If you help them be lazy

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 You innovate here by
giving your customers tools
even outside of finding and
purchasing products to help
them do your job. This is
your chance to innovate
and figure out what makes
your customers tick.

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img source: http://thesiswhisperer.com/2012/06/28/is-becoming-paperless-a-bit-like-giving-up-smoking/
This might be tools like…

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img source: https://www.icts.uiowa.edu/content/contract-negotiation /
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img source: http://images.businessweek.com/ss/08/10/1024_cost_cutting/4.htm
 and roles

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img source: http://images.businessweek.com/ss/08/10/1024_cost_cutting/4.htm
In the end, this is not about me or
you. This is about giving your
customers the tools that make their
job easier and keep them coming
back.

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 consistecy across

. all devices and

channels

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 Need I say more. Your customers
want to have a consistent
experience no matter the device

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img source: http://www.thejrexperiment.com/2013/02/28/television-111-bbtv-runner-ups-and-beerry-flirt/customer-service-agent/
Your customers expectations are rather simple,
but a great place to start when thinking about
B2B eCommerce.

1. Find what they are looking for

2.Act on that information simply and
intuitively
3. Remember, it is their job to be
on your site
4.Have a consistent experience
across channels and devices

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 and
@justin_king
justin@ecommerceandb2b.com

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