Although we may be back in the “Roaring 20s,” that doesn’t mean you can ignore outdated features on your website! B2B leaders expect eCommerce stores to be efficient and intuitive, and anything that doesn’t meet their standards will likely be overshadowed by businesses with innovative, modern solutions.
To stay competitive in this new decade, here are the top 10 features we recommend for creating an outstanding B2B site:
1. Think mobile-first.
Mobile shopping is only going to increase in popularity this year, so it’s definitely time to switch to a mobile-friendly design or develop a PWA if you haven’t done so yet. Doing so will help you attract more buyers while increasing your SEO rankings on Google. You can also check out the Mobile Optimization Initiative for proven strategies to increase mobile conversions and sales.
2. Use an SSL certificate.
An SSL certificate is shown when a URL reads “https://” rather than “http://”. This simple change reassures customers that their information will be kept safe, and it can lead to a dramatic decrease in bounce rates. For instance, if your site still runs on “http://”, some shoppers may get a message stating that the store isn’t protected—which is enough to cause most people to immediately click away from your website.
The 2018 General Data Protection Regulation (GDPR) made it imperative for online sellers in the EU to educate site visitors about their privacy policies in a clear, transparent manner. The idea behind the GDPR was to make shoppers aware of what data was being collected and how it would be used by the merchant. If you sell products anywhere in the EU, you’ll want to make sure you’re not in violation of any GDPR guidelines.
4. Improve your shipping services.
Your company doesn’t need to be on par with Amazon’s Next-Day Delivery services, but you should be able to provide your customers with a quick checkout process, transparent shipping costs, and accurate delivery times. You can solve numerous shipping and fulfillment problems by automating certain processes, such as automatic reordering when inventory gets too low, and by offering expedited shipping options to improve customer satisfaction.
5. Compress images to optimize loading speeds.
Slow loading times are unacceptable to the majority of online shoppers, even if the speed is due to a large number of stunning product photos. However, you can have high-quality images on your site without sacrificing speed by compressing the file sizes using intuitive tools available on the Magento Marketplace. Generally speaking, the smaller the file size, the faster the picture will load.
6. Invest in engaging content.
Even B2B sites need high-quality content to attract new customers and maintain loyal ones, but crafting great blog posts can be rather time-consuming; especially when you have a business to run! Hiring a professional writer to create a voice for your brand through consistent blogs and relevant social media posts just might be the key your marketing strategy is missing.
7. Consider going Open Source.
Going Open Source means that you’ll have unlimited flexibility, customizability, and control over your website. No B2B company is exactly alike, but you can really make your business shine by taking advantage of all the resources an Open Source platform can provide, such as:
- Hundreds of trusted extensions through the Magento Marketplace.
- A global community of passionate Magento developers who can offer tips and support.
- Access to Magento Certified Professionals (and the opportunity to become certified yourself!)
- Advanced B2B analytics through Magento Business Intelligence.
8. Prioritize tracking and analyzing data.
Another perk of Magento Business Intelligence is its ability to track individual KPIs for each customer that visits your store. With MBI, you’ll be able to track by individual catalogs, actions, contracts, and more so that customers can get tailored solutions to best meet their needs.
9. Build personalized shopping journeys.
According to the CEO of Inqline, Atif M., “48% of consumers spend more when their experience is personalized while 74% of people hate being shown irrelevant content.” He emphasizes the importance of showing the right content to the right target audience in order to maximize sales, and he highly recommends the following solutions for improved personalization:
- Encourage users to create profiles by making the sign-up process fast and easy.
- Segment customers by relevant interests to avoid “spamming” them with irrelevant ads.
- Attract customers by location using geo-targeting practices.
- Encourage consumer feedback and suggestions.
- Implement AI/AR tools to provide an interactive, personalized experience.
10. Provide discounts on bulk orders.
If you want to move inventory quickly and give customers a reason to keep choosing your site, implement Bulk Order Discounts on certain items. Everyone loves getting a great deal, even if that means buying more products than they initially intended. On the flip side, you may also want to establish a Minimum Order Quantity to discourage “bargain shoppers.”