How To Optimize Your B2B E-commerce Platform For Maximum ROI

Your B2B eCommerce platform, like any other online business, needs an online marketing plan to be successful. This is because marketing is now the main factor in increasing B2B eCommerce conversion rates since, according to research, up to 57% of B2B buyers are willing to acquire product information and make a purchase online.

Therefore, before delving into the countless methods available for turning website visitors into paying customers, having a solid B2B digital marketing plan for eCommerce is critical.

After organizing your basic campaigns, you can swiftly grow your eCommerce marketing efforts by implementing more sophisticated tools and techniques.

Here is a summary of the top B2B eCommerce strategies to optimize your B2B platform for better ROI.

1. Examine and Improve Your Marketing Funnel

The four primary phases of your marketing funnel or e-commerce platform conversion are awareness, interest, decision, and conversion. Typically, the conversion rate for an unoptimized channel ranges from 2 to 10%. This indicates that only 20 to 100 visitors out of every 1000 make a purchase.

Due to issues with speed, poor content, technical difficulties, and other factors, most prospective customers abandon the website as they move from the awareness to the conversion stages. For instance, 68% of people say interesting content is preferable to dull information. Similarly, almost half of people choose alternatives when a website doesn't load in under two seconds.

A thorough investigation to determine the platform's shortcomings and take appropriate action will improve the website's user experience.

When you use stock photos and content, your website just seems like another choice. Investing in original content helps your platform stand out from the competition and increases revenue and return on investment for the company website. Hence, it is an effective b2b ecommerce strategy.

2. Make Website More Visible and Informative

How significant is it, on a scale of 1 to 10, to have a strong B2B e-commerce website? To be honest, we'd say 11.

Your conversion funnel's entrance is found on your website. Since it's the source of publicity for your company, you should constantly be considering ways to make your website more visible.

These days, B2B buyers typically conduct many searches before visiting the website of any one brand.

Let's examine the purchasing process from your client's point of view. Assume you run a company that sells servers. Your customer is an IT professional who has been given a price limit of $500 per server and particular requirements to purchase servers.

They will, of course, begin by searching for servers online. Prior to selecting a specific brand and model, they would evaluate the features, advantages, and costs. Moreover, prior to making a final choice, customers will examine peer evaluations, consult industry bloggers or influencers for recommendations, and read articles on selecting the best server.

After completing all this homework on their own, they can click "Buy" on your business-to-business e-commerce website without ever getting in touch with your sales staff.

Before they contact you, most of your consumers have already made up their minds about you based only on what your website has to offer or what other people, including prior clients and other third parties, have to say about you.

3. Pay Attention to Customer Personalization

The B2B engagement model places a high value on customer connections. Businesses might invest years in creating strategic connections with their customers that are suited to their unique requirements. These can include things like specially priced items or specifically negotiated terms.

It should come as no surprise that B2B executives frequently have this kind of worry when thinking about using an e-commerce channel. The majority of retail businesses offer the same product selection and price structure to all customers. CEOs are understandably dubious that their clientele will be sufficiently served by this "cookie-cutter" strategy.

Though B2B e-commerce has developed from B2C e-commerce in many aspects, it is far from being a mere copy. Instead, B2B ecommerce adapts B2C ecommerce best practices for use in B2B transactions.

One example would be customer accounts. When a customer logs in, a B2C customer account on Amazon displays previous purchases, suggests related and complimentary products, and lets the customer change their own shipping and billing details.

4. Boost Your Platform SEO

The main goal of search engine optimization, or SEO, is to improve your content's position among all search engine results for a specific keyword.

It's worthwhile to take the time to read up on SEO or watch a few videos if you're not familiar with how it operates. To put it briefly, the goal is to outperform other websites on search engine results pages (SERPs).

Therefore, you can try link-building and strategically using relevant keywords to rank higher and draw in more traffic.

When they find the ideal B2B e-commerce website, most of your customers will likely conduct generic searches for goods or services.

Utilize keyword research tools to identify the most appropriate terms for your intended audience to interact with.

Go deep into analytics and measure key website metrics, such as the amount of time a consumer spends on your site and the bounce rate, to get a true sense of how effective your website is.

Conclusion

Optimizing your B2B e-commerce platform involves examining and improving your marketing funnel, building a robust website, focusing on customer personalization, and enhancing SEO. By implementing such strategies, you can attract more traffic, engage customers effectively, and ultimately increase the return on investment for your B2B e-commerce site.