b2b e-commerce best practices and recommendations
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B2B E-Commerce best practices and recommendationsTRANSCRIPT
B2B E-COMMERCE BEST PRACTICES AND RECOMMENDATIONS
Jiří Šoman, UX Designer#
B2B BASIC FACTS
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• 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 finding
information#• ! 50% of customers using search box to find what they
are looking for#• Mostly the finding 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
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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
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Two windows phenomenon#
B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR
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Mobile shopping#
Responsive site#
B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR
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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#
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B2B ARE VISITING YOUR SITE BECAUSE IT IS THEIR JOB
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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 specific catalogue and pricing#• Customer self-service and administration#• Split shipping#
B2B ARE VISITING YOUR SITE BECAUSE IT IS THEIR JOB
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Customer self-service and administration#
B2B ARE VISITING YOUR SITE BECAUSE IT IS THEIR JOB
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Enclosed checkout process#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION
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70% site activity is focused on the process of finding information##• Finding information = using navigation, product categories, tags,
filters 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 filter 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
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F Shape pattern#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION
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Categories overview#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION
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Navigation#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION
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Navigation#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION
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Suggested product#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION
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Breadcrumbs#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION
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Filtering and sorting#
70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION
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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#
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50% OF CUSTOMERS ARE USING SEARCH BOX
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50% of customers using search box to find what they are looking for##• It’s 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
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Search box#
50% OF CUSTOMERS ARE USING SEARCH BOX
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Search suggestions#
50% OF CUSTOMERS ARE USING SEARCH BOX
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Example – add to cart button in search box#
FINDING PROCESS START AT SEARCH ENGINE
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Mostly the finding 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
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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 file with
the codes and quantity#• Routine/repeat order support#• Bulk ordering capabilities#• Competitor cross reference#
B2B BUYERS KNOW EXACTLY WHAT THEY WANT
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Bulk ordering, order repeating#
PRODUCT DETAIL PAGE
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Second most important page is product detail page##• Most traffic 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
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Quotes#
PRODUCT DETAIL PAGE
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Images with zoom#
PRODUCT DETAIL PAGE
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Alternate, related products and accessories#
PRODUCT DETAIL PAGE
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Description and technical spec#
PRODUCT DETAIL PAGE
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Product page sharing#
And many more suggestions, recommendatios you already have:##• Summary Webshop UX Analysis and Surveys.ppt#• recommendation-makro-final.docx#
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ALL WEB PAGES, ALL WEBSHOPS, USERS, GROUP OF USERS ARE DIFFERENT SO WE NEED TO DO TESTING#
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INSPIRATION
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Cdwg.com#Amazon.com#Homedepot.com#Grainger.com#Diytrade.com#Globalsources.com#Wallmart.com#Ioffer.com#Ebay.com#Alibaba.com#Dhgate.com##
Made-in-china.com#Quill.com#Megapixel.cz#Euronics.cz#Zappos.com#
Jiří Šoman#UX Designer / Actum##@jirisoman#[email protected]#
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RESOURCES
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AdaptivePath.com#AlistApart.com#Baymard.com#Humanfactors.com#Lukew.com#SmashingMagazine.com#SomethingDigital.com#Uie.com#Usabilitypost.com#Useit.com#UXdesign.com#UXmatters.com#UXmovement.com#Webdesignerdepot.com###
ITbusinessedge.com#NNgroup.com#Econsultancy.com#Webdesign.tutsplus.com#Toprankblog.com#Browsediet.com#Bradfrostweb.com#Kissmetrics.com##