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B2B E-COMMERCE BEST PRACTICES AND RECOMMENDATIONS Jiří Šoman, UX Designer

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B2B E-Commerce best practices and recommendations

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Page 1: B2B E-Commerce best practices and recommendations

B2B E-COMMERCE BEST PRACTICES AND RECOMMENDATIONS

Jiří Šoman, UX Designer#

Page 2: B2B E-Commerce best practices and recommendations

B2B BASIC FACTS

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•  B2B = selling to other businesses rather then directly to customers#

•  ! B2B customers copy B2C in their behavior#•  The biggest difference in B2B is that people that are

visiting your site are doing so because it is their job#•  ! 70% site activity is focused on the process of finding

information#•  ! 50% of customers using search box to find what they

are looking for#•  Mostly the finding process start at search engine like

Google, not at your site.#•  B2B buyers many times know exactly what they want#•  Second most important page is product detail page#

Page 3: B2B E-Commerce best practices and recommendations

B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR

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B2B customers copy B2C in their behavior##•  ! B2B customers are also B2C consumers#•  Customers expectations followed B2C shopper

practices#•  Two windows phenomenon#•  Intuitive and user friendly interface#•  Personalization and customization#•  Mobile shopping + multi-channel support#

Page 4: B2B E-Commerce best practices and recommendations

B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR

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Two windows phenomenon#

Page 5: B2B E-Commerce best practices and recommendations

B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR

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Mobile shopping#

Responsive site#

Page 6: B2B E-Commerce best practices and recommendations

B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR

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Mobile shopping#

Mobile app#

Page 7: B2B E-Commerce best practices and recommendations

B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR

WITH MORE USERS ONLINE THAN EVER BEFORE, BE SURE THAT E-COMMERCE PROCESSES ARE SIMPLIFIED#

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Page 8: B2B E-Commerce best practices and recommendations

B2B ARE VISITING YOUR SITE BECAUSE IT IS THEIR JOB

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The biggest difference in B2B is that people that are visiting your site are doing so because it is their job##•  Make their job easier#•  Provide them with the right tools and great user experience#•  Streamline and enclose your checkout process#•  Checkout without registration or automatic account

registration#•  Possibility to connect credit card and reuse it time by time#•  Integration to ERPs#•  Punch out shopping#•  Customer specific catalogue and pricing#•  Customer self-service and administration#•  Split shipping#

Page 9: B2B E-Commerce best practices and recommendations

B2B ARE VISITING YOUR SITE BECAUSE IT IS THEIR JOB

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Customer self-service and administration#

Page 10: B2B E-Commerce best practices and recommendations

B2B ARE VISITING YOUR SITE BECAUSE IT IS THEIR JOB

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Enclosed checkout process#

Page 11: B2B E-Commerce best practices and recommendations

70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION

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70% site activity is focused on the process of finding information##•  Finding information = using navigation, product categories, tags,

filters and search#•  Create an intuitive navigational structure#•  F shape design pattern for usability#•  Categories overview#•  Suggested products#•  Add breadcrumbs navigation#•  Product selectors / wizards#•  Multiple ways to filter and sort#•  Sales statistic for each one product#•  Display ratings#•  Highlight call to actions#•  Avoid 404 pages#•  Product comparison shopping#

Page 12: B2B E-Commerce best practices and recommendations

70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION

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F Shape pattern#

Page 13: B2B E-Commerce best practices and recommendations

70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION

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Categories overview#

Page 14: B2B E-Commerce best practices and recommendations

70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION

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Navigation#

Page 15: B2B E-Commerce best practices and recommendations

70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION

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Navigation#

Page 16: B2B E-Commerce best practices and recommendations

70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION

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Suggested product#

Page 17: B2B E-Commerce best practices and recommendations

70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION

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Breadcrumbs#

Page 18: B2B E-Commerce best practices and recommendations

70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION

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Filtering and sorting#

Page 19: B2B E-Commerce best practices and recommendations

70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION

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Product compare#

Page 20: B2B E-Commerce best practices and recommendations

70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION

IF SOMEONE IS BROWSING FOR CHEESE, PERHAPS THEY WOULD LIKE CHUTNEY TO GO WITH IT#

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Page 21: B2B E-Commerce best practices and recommendations

50% OF CUSTOMERS ARE USING SEARCH BOX

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50% of customers using search box to find what they are looking for##•  It’s really important element#•  Easy to use and really quick search option#•  Available on every page#•  Auto complete feature#•  Possibility to buy goods right from here#•  Unit of measure searching#•  Search results, Filtering options and Facet search#

Page 22: B2B E-Commerce best practices and recommendations

50% OF CUSTOMERS ARE USING SEARCH BOX

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Search box#

Page 23: B2B E-Commerce best practices and recommendations

50% OF CUSTOMERS ARE USING SEARCH BOX

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Search suggestions#

Page 24: B2B E-Commerce best practices and recommendations

50% OF CUSTOMERS ARE USING SEARCH BOX

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Example – add to cart button in search box#

Page 25: B2B E-Commerce best practices and recommendations

FINDING PROCESS START AT SEARCH ENGINE

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Mostly the finding process start at search engine (Google), not at your site##•  Search engine optimization (on-page, off-page)#•  Pay per click advertising#•  Should consider putting product catalogue in front of

login screens to allow indexing#•  ! Google comparison shopping site#•  XML sitemap / XML product feed#

Page 26: B2B E-Commerce best practices and recommendations

B2B BUYERS KNOW EXACTLY WHAT THEY WANT

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B2B buyers many times know exactly what they want##•  The ability to directly enter/search via the code (part

no, SKU code) and quantity#•  Allow B2B buyers to upload excel, xml or csv file with

the codes and quantity#•  Routine/repeat order support#•  Bulk ordering capabilities#•  Competitor cross reference#

Page 27: B2B E-Commerce best practices and recommendations

B2B BUYERS KNOW EXACTLY WHAT THEY WANT

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Bulk ordering, order repeating#

Page 28: B2B E-Commerce best practices and recommendations

PRODUCT DETAIL PAGE

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Second most important page is product detail page##•  Most traffic comes to this page#•  Quotes#•  Rich description#•  Part no.#•  Images with zoom#•  Technical specs#•  Alternate products#•  Related products#•  Accessories#•  In stock vs. out of stock#•  Sharing of product detail page#

Page 29: B2B E-Commerce best practices and recommendations

PRODUCT DETAIL PAGE

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Quotes#

Page 30: B2B E-Commerce best practices and recommendations

PRODUCT DETAIL PAGE

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Images with zoom#

Page 31: B2B E-Commerce best practices and recommendations

PRODUCT DETAIL PAGE

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Alternate, related products and accessories#

Page 32: B2B E-Commerce best practices and recommendations

PRODUCT DETAIL PAGE

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Description and technical spec#

Page 33: B2B E-Commerce best practices and recommendations

PRODUCT DETAIL PAGE

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Product page sharing#

Page 34: B2B E-Commerce best practices and recommendations

And many more suggestions, recommendatios you already have:##•  Summary Webshop UX Analysis and Surveys.ppt#•  recommendation-makro-final.docx#

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Page 35: B2B E-Commerce best practices and recommendations

ALL WEB PAGES, ALL WEBSHOPS, USERS, GROUP OF USERS ARE DIFFERENT SO WE NEED TO DO TESTING#

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Page 36: B2B E-Commerce best practices and recommendations

INSPIRATION

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Cdwg.com#Amazon.com#Homedepot.com#Grainger.com#Diytrade.com#Globalsources.com#Wallmart.com#Ioffer.com#Ebay.com#Alibaba.com#Dhgate.com##

Made-in-china.com#Quill.com#Megapixel.cz#Euronics.cz#Zappos.com#

Page 37: B2B E-Commerce best practices and recommendations

Jiří Šoman#UX Designer / Actum##@jirisoman#[email protected]#

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Page 38: B2B E-Commerce best practices and recommendations

RESOURCES

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AdaptivePath.com#AlistApart.com#Baymard.com#Humanfactors.com#Lukew.com#SmashingMagazine.com#SomethingDigital.com#Uie.com#Usabilitypost.com#Useit.com#UXdesign.com#UXmatters.com#UXmovement.com#Webdesignerdepot.com###

ITbusinessedge.com#NNgroup.com#Econsultancy.com#Webdesign.tutsplus.com#Toprankblog.com#Browsediet.com#Bradfrostweb.com#Kissmetrics.com##