Industrial e-commerce: from 'meh' to marvelous (in 8 steps)

Just imagine: Your customers adore your online store, and your competitors? Green with envy. That's the dream, right? Well, on October 15th, Optimizely hosted a virtual event, "From Good to Great: Mastering B2B Ecommerce", spilling the secrets to industrial e-commerce success. 

Explore these market-leading strategies by jumping to the on-demand webinar link, or read on as we summarize 8 focus areas to transform basic online transactions into a thriving digital ecosystem. Get ready to ditch the "meh" and embrace the marvelous! 

Step 1: Focus on digital adoption 

Digital adoption is the cornerstone of all e-commerce investments, as it ensures that your platform is actively used and engaged with by customers. Without a strong foundation of digital adoption, other investments in features and enhancements become irrelevant, as they rely on user interaction to deliver value. 

You can reach a broader audience on your e-commerce platform by...  

• Equipping your sales teams for selling through online with reward programs for achieving online sales targets  
• Simplify website navigation and purchasing processes to make sure your customers enjoy your online experience  
• Providing purchasing tutorials and guides to empower customers who are new to the platform 

Step 2: Seek to improve content creation 

Content is crucial in B2B and industrial e-commerce because it educates and informs potential buyers about complex products and services, helping them make informed purchasing decisions. High-quality content also builds trust and credibility, positioning your business as an industry leader and driving engagement and conversions.  

You can deliver high-quality content by...  

• Planning and scheduling content in advance to ensure a steady flow and avoid last-minute rushes.  
• Using collaboration tools for seamless communication and task management.  
• Organizing and managing digital assets in a centralized system. 

Step 3: Uncover where to win incremental revenue 

Incorporating up-sell and cross-sell functionality into your e-commerce platform is essential to capture incremental revenue opportunities that are often realized in traditional face-to-face sales. This functionality ensures that customers are presented with relevant product suggestions and additional purchase options, maximizing their order value and enhancing the overall shopping experience.  

You can boost online sales by...  

• Automating offers for tiered pricing and volume discounts  

• Sending automated reorder prompts to ensure continuous supply.  

• Highlighting relevant products for specific customer segments to increase sales  

Step 4: Focus on end-to-end online experiences 

Thinking of e-commerce as end-to-end experiences, from product research to returns, is crucial because it ensures a seamless and consistent customer journey, enhancing satisfaction and loyalty beyond just facilitating transactions.  

• Think of your website as more than a transaction platform; it’s a tool to provide seamless experiences from product research to returns  

• Ensure a consistent experience across all digital and physical channels  

• Focus on intuitive navigation, fast loading times, and mobile responsiveness for better usability 

Step 5: Have a continuous growth attitude 

Viewing e-commerce as a permanently staffed, continuously growing effort is essential because it ensures ongoing optimization, adaptation to market changes, and sustained customer engagement, unlike a one-time project which may quickly become outdated.  

Establish e-commerce as a critical business function, just like marketing or HR, by...  

• Ensuring there are permanent staffing and resources to continuously support and enhance the ecommerce platform  

• Continuously investing in digital performance and the user experience  

• Aligning ecommerce goals with overall business objectives, collaborating with other departments, and developing long-term plans that incorporate ecommerce as a core business component  

Step 6: Seek to integrate third-party technologies 

Integrating third-party technologies into your e-commerce platform is crucial for B2B sellers because it enhances functionality, improves customer experience, and streamlines operations for your customer, ensuring a competitive edge in the market.  

Different integrations you can consider are...  

• Adding a live chat and comprehensive FAQ sections to provide immediate support and improve customer satisfaction  

• Integrating marketing automation platforms, CRM systems, and AR/VR technologies to enhance engagement, and product experiences  

• Connecting to ERP systems or secure payment gateways to streamline purchasing for your customer and ensure smooth transactions  

Step 7: Learn from data-driven experimentation 

For B2B sellers, learning from data-driven experimentation is crucial because it ensures decisions are based on objective insights and proven results, rather than unreliable gut feelings or subjective opinions, leading to more effective and optimized e-commerce strategies.  

Here's how you can implement experimentation into your decision-making process:  

• Regularly conduct A/B tests to compare different versions of web pages, emails, and other elements to determine what performs best based on data  

• Leverage tools like Google Analytics, heatmaps, and customer feedback surveys to gather actionable insights and make informed decisions  

• Provide training on interpreting and using data effectively 

Step 8: Uncover where to apply AI and automation 

For B2B sellers, leveraging practical applications of AI and automation in their buying process offers the opportunity to enhance efficiency, reduce manual errors, and ultimately drive higher sales and customer satisfaction.  

AI and automation can be daunting. Here are a few ways to begin...  

• Automate routine tasks like order processing, inventory management, and customer inquiries, freeing up employees for more strategic work  

• Implement chatbots and personalized recommendations to provide automated customer support  

• Leverage AI-driven tools for targeted marketing campaigns, predictive analytics, and personalized content delivery to increase conversion rates and ROI 

How your peers moved from good to great 

So, there you have it—8 keys to unlock ecommerce greatness (and maybe even a little envy from your competitors). But hey, we know you're not just about theory. You want the real-world stories, aka the *how*.  

That's where our "From Good to Great: Mastering B2B Ecommerce" on-demand virtual event comes in. Hear about your peers, learn from their wins, and get inspired to build an ecommerce empire that'll make even *you* a little green with envy.