Why Usability Matters So Much in B2B Ecommerce

Why Usability Matters So Much in B2B Ecommerce

User experience is a major factor for any kind of sales. However, new research suggests that it’s more important than ever for business-to-business (B2B) ecommerce.

The research reveals that more B2B buyers are turning to online retailers for their purchases. 80% of key decision makers surveyed stated that they are more inclined to make online purchases because it is quicker and easier. However, these consumers also have some high expectations. This post will explore why it’s so important for B2B merchants to meet those standards…

Improving user experience

Forget competitive pricing or extensive product ranges, it’s a website’s usability that attracts companies to ecommerce businesses. In a survey of 500 UK business decision makers 25% said a site’s usability is the most important influencing factor when looking for a retailer.

Yes – a quarter of business customers would look elsewhere if a website had poor usability. Chances are they wouldn’t return for a second look. As well as poor user experience, B2B customers also faced issues with a lack of customer service (32%), problems with bulk orders (20%) and trouble visualising products (20%).

Hope for small retailers

While 58% of business owners would choose to buy from a bigger retailer due to its ‘solid reputation’, there is still hope for the smaller retailers. Over half of those surveyed said they would buy from a smaller business if they’d worked with them before and experienced good service, with a further 40% saying they would buy from a small retailer if they felt they were experts in their field.

So, whether you sell office supplies, packaging or wholesale items, maintaining a solid appearance and utilising your industry knowledge is vital. That said, you need your website to reflect this. Customers won’t know about your expertise if you don’t have a clear, attractive website.

Making the most of the market

In the competitive ecommerce industry, it’s vital that merchants stay ahead of the game. With the majority of B2B customers preferring to shop online, there’s no better time than the present to ensure your website is fully optimised.

Here are a few small changes to help you ensure your B2B ecommerce business doesn’t fade into the background:

  • Invest in a high-performing website
  • Trial a paid media strategy
  • Assess your shipping and return policies
  • Offer personalised content

Boost your business with Fluid Digital

There is no ‘quick-fix’ when it comes to improving the usability of your site. It takes experience, specialist know-how and an in-depth understanding of the ecommerce industry. Fortunately, at Fluid Digital we have all of that and more.

Our expert usability and conversion team can test your site, identify problems and make the necessary changes to increase conversions long-term. Feel free to contact us today for more information about how we can help your business.

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