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It has been good to see the link between B2B user experiences and the amount buyers spend hitting the news. The Enterprise Times explained the comparison, pointing out 83% of B2B ecommerce customers will pay more for products on websites that deliver a modern experience. This supports what Comgem has been saying all along - that B2B buyers expect the same online experience as those those making purchases from B2C websites.
Comgem knows that more and more buyers demand the self-service option. Why? Because it saves time and appeals to today’s buyers, a growing number of whom are Millennials. B2B spending really can be dictated by the user experience. The statistics speak for themselves. An Avionos survey has found:
Dani Attard, of Comgem, says B2B ecommerce is a huge growth market for businesses but that website discovery is often difficult or an after-thought. She is the Commercial Director of one of the UK’s most advanced tech companies. It is the brand behind multi award-winning Gemsuite, an ecommerce platform developed specifically for the B2B sector.
“Driving high-quality traffic to a B2B platform that delivers an exceptional user experience is pivotal. This is where content plays a huge role. Most buyers find suppliers using search engines or via social media, so ensuring you’ve got audience-relevant content is crucial. Quality content will drive quality leads and make your website more discoverable and successful. That is why Gemsuite is integrated with social media and includes a simple to use content management system - it makes keeping your content fresh and engaging easy.”
Up to 78% of buyers start their search for a new supplier on Google or Amazon. This means B2B websites much boast great content that is accessible across multiple channels.
How to increase spending through the user experience
If you use information-rich content to drive traffic to your website, make sure you deliver a great user experience to increase B2B spending. Not only will this increase conversion rates, it will increase order values. Dani says:
“If your B2B website is easier to use and more engaging than a competitor’s, a modern buyer is more likely to order supplies from you. The extra they spend will be offset by the time they save. They will also benefit from the stress-free transaction."
“Invest in personalised marketing, order pads, effortless order management and a loyalty scheme. Your business could soon outstrip competitors. B2B ecommerce is changing. If your business recognises the importance of the user experience and its link with B2B spending, you will be better placed to plan ahead and invest in the technology needed to bring everything together.”
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