How To Avoid a B2B eCommerce Bust

HOW TO AVOID A B2B ECOMMERCE BUSTAUGUST 18, 2015

1. Overview

2. Map the B2B Buyer Journey

3. Utilize Responsive Design to Drive Conversions

4. Maximize Analytics to Personalize the Buying Experience

5. Key Takeaways

6. Q&A

AGENDA 01Overview

02Buyer

Journey

03Responsiv

e

05Takeaways

04Analytics

06Q&A

OVERVIEW

THE EVOLUTION OF B2B SALES 01Overview

02Buyer

Journey

03Responsiv

e

05Takeaways

04Analytics

06Q&A

Source: https://www.forrester.com/Death+Of+A+B2B+Salesman/quickscan/-/E-res122288

B2B BUYER JOURNEY

02Buyer

Journey

CUSTOMER PURCHASE JOURNEY 01Overview

03Responsiv

e

05Takeaways

04Analytics

06Q&A

Source: https://www.cebglobal.com/exbd/sales-service/the-end-of-solution-sales/index.page

02Buyer

Journey

SURVEY RESULTS 01Overview

03Responsiv

e

05Takeaways

04Analytics

06Q&A

02Buyer

Journey

SALES QUALIFICATIONS OF A PERSONA 01Overview

03Responsiv

e

05Takeaways

04Analytics

06Q&A

Identify who the customer is. Then apply the following to that persona:

02Buyer

Journey

JOURNEY MAPPING 01Overview

03Responsiv

e

05Takeaways

04Analytics

06Q&A

MOBILE & RESPONSIVE

03Responsiv

e

MOBILE FIRST 01Overview

02Buyer

Journey

05Takeaways

04Analytics

06Q&A

Source: https://www.thinkwithgoogle.com/research-studies/creating-moments-that-matter.html

03Responsiv

e

MOBILE FRIENDLY 01Overview

02Buyer

Journey

05Takeaways

04Analytics

06Q&A

As of April 2015 Google’s mobile search results will give preference to mobile ready sites.

03Responsiv

e

PROGRESSIVE ENHANCEMENT 01Overview

02Buyer

Journey

05Takeaways

04Analytics

06Q&A

03Responsiv

e

• Native Apps

• Feature set & release management is separate from primary site

• Huge benefit in B2B world for reps or technicians in the field

• Doesn’t have to be a 1:1 parity of website

NATIVE APP VS. RESPONSIVE 01Overview

02Buyer

Journey

05Takeaways

04Analytics

06Q&A

03Responsiv

e

• Responsive

• Create• Once• Publish• Everywhere

• Unified user experience across devices

NATIVE APP VS. RESPONSIVE 01Overview

02Buyer

Journey

05Takeaways

04Analytics

06Q&A

03Responsiv

e

ECOMMERCE LANDSCAPE 01Overview

02Buyer

Journey

05Takeaways

04Analytics

06Q&A

03Responsiv

e

1. Collaborative design & development approach

2. Optimize for majority of users

3. Make performance a priority

4. Don’t define breakpoints too early

5. Don’t jump on the bandwagon

RESPONSIVE CONSIDERATIONS 01Overview

02Buyer

Journey

05Takeaways

04Analytics

06Q&A

ANALYTICS

04Analytic

s

Set Goals

Measure

ReportAnalyze

Optimize

ANALYTICS LIFECYCLE 01Overview

02Buyer

Journey

03Responsiv

e

05Takeaways

06Q&A

04Analytic

s

01Overview

02Buyer

Journey

03Responsiv

e

05Takeaways

06Q&A

ANALYZE CUSTOMER ENGAGEMENT

04Analytic

s

A/B TESTING 01Overview

02Buyer

Journey

03Responsiv

e

05Takeaways

06Q&A

04Analytic

s

01Overview

02Buyer

Journey

03Responsiv

e

05Takeaways

06Q&A

THE ADVANTAGE OF PERSONALIZATION

Source: https://www.internetretailer.com/2014/01/21/personalized-web-content-will-be-crucial-b2b-sales

KEY TAKEAWAYS

05Takeaways

01Overview

02Buyer

Journey

03Responsiv

e

04Analytics

06Q&A

05Takeaways

1. Many paths based on personas

2. Remove friction but don’t wait to fit everything in

3. Continuously review, refine & innovate

BUYER JOURNEY 01Overview

02Buyer

Journey

03Responsiv

e

04Analytics

06Q&A

05Takeaways

1. Determine mobile strategy

2. Mobile (& performance) first

3. Review trends holistically before implementing

MOBILE 01Overview

02Buyer

Journey

03Responsiv

e

04Analytics

06Q&A

05Takeaways

1. Set baseline

2. Track conversion rates by channel & device

3. Continuously test & refine

ANALYTICS & METRICS 01Overview

02Buyer

Journey

03Responsiv

e

04Analytics

06Q&A

QUESTIONS?

THANK YOULiz Duggan | Director of eCommercelduggan@Siteworx.com | (o): 872-888-6945 | @Liz_Duggan