how to avoid a b2b ecommerce bust
TRANSCRIPT
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HOW TO AVOID A B2B ECOMMERCE BUSTAUGUST 18, 2015
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1. Overview
2. Map the B2B Buyer Journey
3. Utilize Responsive Design to Drive Conversions
4. Maximize Analytics to Personalize the Buying Experience
5. Key Takeaways
6. Q&A
AGENDA 01Overview
02Buyer
Journey
03Responsiv
e
05Takeaways
04Analytics
06Q&A
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OVERVIEW
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THE EVOLUTION OF B2B SALES 01Overview
02Buyer
Journey
03Responsiv
e
05Takeaways
04Analytics
06Q&A
Source: https://www.forrester.com/Death+Of+A+B2B+Salesman/quickscan/-/E-res122288
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B2B BUYER JOURNEY
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02Buyer
Journey
CUSTOMER PURCHASE JOURNEY 01Overview
03Responsiv
e
05Takeaways
04Analytics
06Q&A
Source: https://www.cebglobal.com/exbd/sales-service/the-end-of-solution-sales/index.page
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02Buyer
Journey
SURVEY RESULTS 01Overview
03Responsiv
e
05Takeaways
04Analytics
06Q&A
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02Buyer
Journey
SALES QUALIFICATIONS OF A PERSONA 01Overview
03Responsiv
e
05Takeaways
04Analytics
06Q&A
Identify who the customer is. Then apply the following to that persona:
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02Buyer
Journey
JOURNEY MAPPING 01Overview
03Responsiv
e
05Takeaways
04Analytics
06Q&A
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MOBILE & RESPONSIVE
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03Responsiv
e
MOBILE FIRST 01Overview
02Buyer
Journey
05Takeaways
04Analytics
06Q&A
Source: https://www.thinkwithgoogle.com/research-studies/creating-moments-that-matter.html
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03Responsiv
e
MOBILE FRIENDLY 01Overview
02Buyer
Journey
05Takeaways
04Analytics
06Q&A
As of April 2015 Google’s mobile search results will give preference to mobile ready sites.
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03Responsiv
e
PROGRESSIVE ENHANCEMENT 01Overview
02Buyer
Journey
05Takeaways
04Analytics
06Q&A
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03Responsiv
e
• Native Apps
• Feature set & release management is separate from primary site
• Huge benefit in B2B world for reps or technicians in the field
• Doesn’t have to be a 1:1 parity of website
NATIVE APP VS. RESPONSIVE 01Overview
02Buyer
Journey
05Takeaways
04Analytics
06Q&A
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03Responsiv
e
• Responsive
• Create• Once• Publish• Everywhere
• Unified user experience across devices
NATIVE APP VS. RESPONSIVE 01Overview
02Buyer
Journey
05Takeaways
04Analytics
06Q&A
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03Responsiv
e
ECOMMERCE LANDSCAPE 01Overview
02Buyer
Journey
05Takeaways
04Analytics
06Q&A
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03Responsiv
e
1. Collaborative design & development approach
2. Optimize for majority of users
3. Make performance a priority
4. Don’t define breakpoints too early
5. Don’t jump on the bandwagon
RESPONSIVE CONSIDERATIONS 01Overview
02Buyer
Journey
05Takeaways
04Analytics
06Q&A
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ANALYTICS
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04Analytic
s
Set Goals
Measure
ReportAnalyze
Optimize
ANALYTICS LIFECYCLE 01Overview
02Buyer
Journey
03Responsiv
e
05Takeaways
06Q&A
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04Analytic
s
01Overview
02Buyer
Journey
03Responsiv
e
05Takeaways
06Q&A
ANALYZE CUSTOMER ENGAGEMENT
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04Analytic
s
A/B TESTING 01Overview
02Buyer
Journey
03Responsiv
e
05Takeaways
06Q&A
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04Analytic
s
01Overview
02Buyer
Journey
03Responsiv
e
05Takeaways
06Q&A
THE ADVANTAGE OF PERSONALIZATION
Source: https://www.internetretailer.com/2014/01/21/personalized-web-content-will-be-crucial-b2b-sales
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KEY TAKEAWAYS
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05Takeaways
01Overview
02Buyer
Journey
03Responsiv
e
04Analytics
06Q&A
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05Takeaways
1. Many paths based on personas
2. Remove friction but don’t wait to fit everything in
3. Continuously review, refine & innovate
BUYER JOURNEY 01Overview
02Buyer
Journey
03Responsiv
e
04Analytics
06Q&A
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05Takeaways
1. Determine mobile strategy
2. Mobile (& performance) first
3. Review trends holistically before implementing
MOBILE 01Overview
02Buyer
Journey
03Responsiv
e
04Analytics
06Q&A
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05Takeaways
1. Set baseline
2. Track conversion rates by channel & device
3. Continuously test & refine
ANALYTICS & METRICS 01Overview
02Buyer
Journey
03Responsiv
e
04Analytics
06Q&A
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QUESTIONS?
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THANK YOULiz Duggan | Director of [email protected] | (o): 872-888-6945 | @Liz_Duggan