How To Avoid a B2B eCommerce Bust
-
Upload
patricia-mejia-pmp -
Category
Technology
-
view
22 -
download
0
Transcript of How To Avoid a B2B eCommerce Bust
HOW TO AVOID A B2B ECOMMERCE BUSTAUGUST 18, 2015
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
OVERVIEW
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
B2B BUYER JOURNEY
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
02Buyer
Journey
SURVEY RESULTS 01Overview
03Responsiv
e
05Takeaways
04Analytics
06Q&A
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:
02Buyer
Journey
JOURNEY MAPPING 01Overview
03Responsiv
e
05Takeaways
04Analytics
06Q&A
MOBILE & RESPONSIVE
03Responsiv
e
MOBILE FIRST 01Overview
02Buyer
Journey
05Takeaways
04Analytics
06Q&A
Source: https://www.thinkwithgoogle.com/research-studies/creating-moments-that-matter.html
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.
03Responsiv
e
PROGRESSIVE ENHANCEMENT 01Overview
02Buyer
Journey
05Takeaways
04Analytics
06Q&A
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
03Responsiv
e
• Responsive
• Create• Once• Publish• Everywhere
• Unified user experience across devices
NATIVE APP VS. RESPONSIVE 01Overview
02Buyer
Journey
05Takeaways
04Analytics
06Q&A
03Responsiv
e
ECOMMERCE LANDSCAPE 01Overview
02Buyer
Journey
05Takeaways
04Analytics
06Q&A
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
ANALYTICS
04Analytic
s
Set Goals
Measure
ReportAnalyze
Optimize
ANALYTICS LIFECYCLE 01Overview
02Buyer
Journey
03Responsiv
e
05Takeaways
06Q&A
04Analytic
s
01Overview
02Buyer
Journey
03Responsiv
e
05Takeaways
06Q&A
ANALYZE CUSTOMER ENGAGEMENT
04Analytic
s
A/B TESTING 01Overview
02Buyer
Journey
03Responsiv
e
05Takeaways
06Q&A
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
KEY TAKEAWAYS
05Takeaways
01Overview
02Buyer
Journey
03Responsiv
e
04Analytics
06Q&A
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
05Takeaways
1. Determine mobile strategy
2. Mobile (& performance) first
3. Review trends holistically before implementing
MOBILE 01Overview
02Buyer
Journey
03Responsiv
e
04Analytics
06Q&A
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
QUESTIONS?
THANK YOULiz Duggan | Director of [email protected] | (o): 872-888-6945 | @Liz_Duggan