b2b ecommerce: design principles and best practices to boost sales
DESCRIPTION
Smart B2B Design: Strategy and User Experience Principles that Boost Sales. Presented at the Internet Retailer Conference and Exhibition (IRCE) 2014 by Alex Schmelkin, CEO of Alexander Interactive, and Girisha Chandraraj, Head of Digital of United Stationers.TRANSCRIPT
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June 12, 2014
Smart B2B Design: Strategy and Experience Principles that Boost Sales
Girisha Chandraraj
Alex Schmelkin
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Hi, I’m AlexFounder, CEO
Founded 2002Independent
Manhattan
Transactional Expertise
IMA Top 10 Agency
End-to-end Ecommerce Design & Development
Hi, I’m GirishaHead of Digital
At United since 2013
Former Management Consultant
Chicago
B2B/B2C Digital and Commercial Strategy
Fortune 500
Leading Wholesaler of Business Essentials Office, Janitorial, and Industrial Supplies
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Preparing for B2B Site Design
B2B Experience Principles
Today’s Topics
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Preparing for B2B Site Design
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Before site design comes commercial
strategy
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Site strategy is a function of your commercial strategy
Driv
ing
Awar
enes
s
Driving Commerce/Transactions
Businesses that strictly sell to resellers !Examples: Distributors (United Stationers, Broder Bros, Alphashirt)
Businesses that sell to businesses and consumers !Examples: Amazon, Staples
Businesses that provide services to other businesses !Examples: Consulting firms, Agencies, Law Firms
Businesses that sell to businesses that then sell to consumers !Examples: Manufacturers (MSA, Stihl), Distributors (Audi USA)
Yes
No
Yes No
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Driv
ing
Awar
enes
s
Driving Commerce/Transactions
Businesses that strictly sell to resellers !Examples: Distributors (United Stationers, Broder Bros, Alphashirt)
Businesses that sell to businesses and consumers !Examples: Amazon, Staples
Businesses that provide services to other businesses !Examples: Consulting firms, Agencies, Law Firms
Businesses that sell to businesses that then sell to consumers !Examples: Manufacturers (MSA, Stihl), Distributors (Audi USA)
Yes
No
Yes NoComplex B2B transactions (quotes, holds, on account
ordering, split shipments, etc.)
Site strategy is a function of your commercial strategy
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Driv
ing
Awar
enes
s
Driving Commerce/Transactions
Businesses that strictly sell to resellers !Examples: Distributors (United Stationers, Broder Bros, Alphashirt)
Businesses that sell to businesses and consumers !Examples: Amazon, Staples
Businesses that provide services to other businesses !Examples: Consulting firms, Agencies, Law Firms
Businesses that sell to businesses that then sell to consumers !Examples: Manufacturers (MSA, Stihl), Distributors (Audi USA)
Yes
No
Yes NoProduct information for businesses or consumers, lead
generation for businesses
Site strategy is a function of your commercial strategy
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Driv
ing
Awar
enes
s
Driving Commerce/Transactions
Businesses that strictly sell to resellers !Examples: Distributors (United Stationers, Broder Bros, Alphashirt)
Businesses that sell to businesses and consumers !Examples: Amazon, Staples
Businesses that provide services to other businesses !Examples: Consulting firms, Agencies, Law Firms
Businesses that sell to businesses that then sell to consumers !Examples: Manufacturers (MSA, Stihl), Distributors (Audi USA)
Yes
No
Yes No
B2C in B2B drag
Site strategy is a function of your commercial strategy
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Driv
ing
Awar
enes
s
Driving Commerce/Transactions
Businesses that strictly sell to resellers !Examples: Distributors (United Stationers, Broder Bros, Alphashirt)
Businesses that sell to businesses and consumers !Examples: Amazon, Staples
Businesses that provide services to other businesses !Examples: Consulting firms, Agencies, Law Firms
Businesses that sell to businesses that then sell to consumers !Examples: Manufacturers (MSA, Stihl), Distributors (Audi USA)
Yes
No
Yes No
Intellectual property, lead generation
Site strategy is a function of your commercial strategy
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Process to prepare before designing a site
6. Determine appropriate metrics
5. Plan your site experience
4. Prepare for Pricing
3. Determine your online marketing
strategy
2. Deconstruct your customer service
process
1. Deconstruct your sales process
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Deconstruct your sales process
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Source: UPS purchasing insights study
In the industrial space Survey of 1,500 - 63% purchase from their suppliers website and
over 2/3 prefer going to their supplier website for information
The importance of a commercial site
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Buying vs. Procurement
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Importance of triggers in procurementVisual Search Category
No Promotional Banner
Featured Products Window
Limited Assortment
Featured Products Window
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Informational content to drive awareness
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50% of all tools utilized by marketers to generate
leads are derived from the company’s website
The importance of digital tools to generate leads
Source: IDG Enterprise 2013 Survey
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Deconstruct your customer service
process
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• Multiple DCs
• Inventory Holds
• Bulk ordering
• Bulk Pricing / Quotes
• Drop Shipments
• Split Shipments
• On account vs. Credit card
• Returns
• Previous orders / frequent orders / subscriptions
B2B Complexities - transactional sites
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Determine your online marketing
strategy
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57% of all B2B buying decisions are made before a person ever contacts a company’s sales force
The importance of a B2B Informational site
Source: Half a bubble Out
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Marketing budgets at B2B companies expected to
rise by 6% in 2014
The importance of the site to drive traffic
Source: Forrester and BMA
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1.How will traffic be generated for your site?
2. Is your salesforce responsible for customer acquisition? Lead Generation?
3.How much can you afford in digital marketing?
4.Will your site be “open” or “closed” and how will that effect the experience?
5. Is your site aimed at conversion or information?
Acquisition Related Questions
1.How will you use your digital tools to drive customers back to your site?
2.How can you drive assortment awareness through a procurement mindset?
3.How will customers respond to traditional site promotions?
4.Will customers using smartphones require different functionality?
5.What content is required beyond product details to keep customers coming back?
Retention Related Questions
Determine the role of the site
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Prepare for pricing
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Driv
ing
Awar
enes
s
Driving Commerce/Transactions
Price differentiation based on preferences, customer size, channel rules, etc.
Price Transparency
Establishing the value prior to the manual sales/biz dev process
Focusing on retail/list pricing, MAPYe
sN
o
Yes No
Price Transparency vs. Price Opaqueness
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Plan your site experience
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B2B Experience Principles
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Where are B2B ecommerce sites spending money in 2014?
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B2B Experience Principles
5. Test & Iterate4. Service Sells
3. It’s All in the Details2. Keep it Simple: Products & Prices
1. Know Your User
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Know Your User
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B2B Users Are People Too!
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But even if they are a scary dinosaur…
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Learn everything you can about them.They’re your customer.
Commercial analysis
Formal personas
Mental models
User journeys
Hire an Agency
Surveys
1:1 sessions
Pilot group
Customer council
Do-it-yourself
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Involve users as you design and build
Think
Check
MakeGather requirements and invent
Design the experience in the browser
Validate with users
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DROP YOUR SCREEN RIGHT UP IN HERE
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Paper prototypes help identify content and functionality.
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Only 5 Participants are needed.
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Mobile isn’t optional.
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Prioritize for your users.
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Prioritize for your users.
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Keep it Simple: Products & Prices
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Fast access to products and pricing
Priority #1
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• search sahoy
• asdfhkjhasd
• asdfjkhasdf
• adsjfh’
Promintne tseach
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Prominent & predictive search
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Show exactly what you sell in your nav!
? ? ?
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Robust filtering
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Shop by brand
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It’s all in the Details
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Great photography increases sales
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Invest in 360s for key products
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Videos demonstrate authority
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Invest in specs and manuals
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Show availability and shipping speed
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• Auto-Forwarding Carousels and Accordions Annoy Users and Reduce Visibility
• Reason #1: Human eye reacts to movement (and will miss the important stuff)
• Reason #2: Too many messages equals no message
• Reason #3: Banner blindness
Homepage rotators don’t work
Source: JAKOB NIELSEN, Auto-Forwarding Carousels and Accordions Annoy Users and Reduce Visibility
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Create a consistent system to establish familiarity
and remove the need to relearn things
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Focus on the Transaction
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Payment and order options.
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Service Sells
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Shipped
Shipped
Shipped
Shipped
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Customer Service
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Use your humans!
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Test & Iterate
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Monday–launch a promotion Tuesday–monitor & test
Wednesday–deploy site-wide
Act like a retailer:
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Lather. Rinse. Repeat.
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Microtransaction Analysis
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Good ‘ole analytics
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Key Takeaways
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What type of B2B business are you?
Deconstruct your processes
Know your user
#1 Priority is finding products
Service sells
Key Takeaways:
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and if you think you can wait…
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Thank you!
United StationersHead of Digital
Girisha ChandrarajAlexander Interactive (Ai)
Founder, CEO [email protected]
Alex Schmelkin
Come visit us at booth #2116
We’re hiring!
We’re hiring!