Text of B2B E-Commerce best practices and recommendations
B2B E-COMMERCE BEST PRACTICES AND RECOMMENDATIONS Ji oman, UX
Designer#
B2B BASIC FACTS 2 B2B = selling to other businesses rather then
directly to customers# ! B2B customers copy B2C in their behavior#
The biggest difference in B2B is that people that are visiting your
site are doing so because it is their job# ! 70% site activity is
focused on the process of nding information# ! 50% of customers
using search box to nd what they are looking for# Mostly the nding
process start at search engine like Google, not at your site.# B2B
buyers many times know exactly what they want# Second most
important page is product detail page#
B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR 3 B2B customers copy
B2C in their behavior# # ! B2B customers are also B2C consumers#
Customers expectations followed B2C shopper practices# Two windows
phenomenon# Intuitive and user friendly interface# Personalization
and customization# Mobile shopping + multi-channel support#
B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR 4 Two windows
phenomenon#
B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR 5 Mobile shopping#
Responsive site#
B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR 6 Mobile shopping#
Mobile app#
B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR WITH MORE USERS ONLINE
THAN EVER BEFORE, BE SURE THAT E-COMMERCE PROCESSES ARE SIMPLIFIED#
7
B2B ARE VISITING YOUR SITE BECAUSE IT IS THEIR JOB 8 The
biggest difference in B2B is that people that are visiting your
site are doing so because it is their job# # Make their job easier#
Provide them with the right tools and great user experience#
Streamline and enclose your checkout process# Checkout without
registration or automatic account registration# Possibility to
connect credit card and reuse it time by time# Integration to ERPs#
Punch out shopping# Customer specic catalogue and pricing# Customer
self-service and administration# Split shipping#
B2B ARE VISITING YOUR SITE BECAUSE IT IS THEIR JOB 9 Customer
self-service and administration#
B2B ARE VISITING YOUR SITE BECAUSE IT IS THEIR JOB 10 Enclosed
checkout process#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 11 70% site
activity is focused on the process of nding information# # Finding
information = using navigation, product categories, tags, lters and
search# Create an intuitive navigational structure# F shape design
pattern for usability# Categories overview# Suggested products# Add
breadcrumbs navigation# Product selectors / wizards# Multiple ways
to lter and sort# Sales statistic for each one product# Display
ratings# Highlight call to actions# Avoid 404 pages# Product
comparison shopping#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 12 F Shape
pattern#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 13 Categories
overview#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 14
Navigation#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 15
Navigation#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 16 Suggested
product#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 17
Breadcrumbs#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 18 Filtering
and sorting#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 19 Product
compare#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION IF SOMEONE IS
BROWSING FOR CHEESE, PERHAPS THEY WOULD LIKE CHUTNEY TO GO WITH IT#
20
50% OF CUSTOMERS ARE USING SEARCH BOX 21 50% of customers using
search box to nd what they are looking for# # Its really important
element# Easy to use and really quick search option# Available on
every page# Auto complete feature# Possibility to buy goods right
from here# Unit of measure searching# Search results, Filtering
options and Facet search#
50% OF CUSTOMERS ARE USING SEARCH BOX 22 Search box#
50% OF CUSTOMERS ARE USING SEARCH BOX 23 Search
suggestions#
50% OF CUSTOMERS ARE USING SEARCH BOX 24 Example add to cart
button in search box#
FINDING PROCESS START AT SEARCH ENGINE 25 Mostly the nding
process start at search engine (Google), not at your site# # Search
engine optimization (on-page, off-page)# Pay per click advertising#
Should consider putting product catalogue in front of login screens
to allow indexing# ! Google comparison shopping site# XML sitemap /
XML product feed#
B2B BUYERS KNOW EXACTLY WHAT THEY WANT 26 B2B buyers many times
know exactly what they want# # The ability to directly enter/search
via the code (part no, SKU code) and quantity# Allow B2B buyers to
upload excel, xml or csv le with the codes and quantity#
Routine/repeat order support# Bulk ordering capabilities#
Competitor cross reference#
B2B BUYERS KNOW EXACTLY WHAT THEY WANT 27 Bulk ordering, order
repeating#
PRODUCT DETAIL PAGE 28 Second most important page is product
detail page# # Most trafc comes to this page# Quotes# Rich
description# Part no.# Images with zoom# Technical specs# Alternate
products# Related products# Accessories# In stock vs. out of stock#
Sharing of product detail page#
PRODUCT DETAIL PAGE 29 Quotes#
PRODUCT DETAIL PAGE 30 Images with zoom#
PRODUCT DETAIL PAGE 31 Alternate, related products and
accessories#
PRODUCT DETAIL PAGE 32 Description and technical spec#
PRODUCT DETAIL PAGE 33 Product page sharing#
And many more suggestions, recommendatios you already have:# #
Summary Webshop UX Analysis and Surveys.ppt#
recommendation-makro-nal.docx# 34
ALL WEB PAGES, ALL WEBSHOPS, USERS, GROUP OF USERS ARE
DIFFERENT SO WE NEED TO DO TESTING# 35
