Before we get into the details of Salesforce B2B Ecommerce pages or maximizing conversions, take a moment to think about the times you bought something from an Ecommerce store on Amazon. The product you bought was not just a purchase but held some sort of sentimental value as well.
When we talk about B2B Ecommerce, the purchases are need-based and do not hold an emotional quotient behind them. Assuming that a Salesforce powered B2B website will work in the same way as a B2C one is a mistake that can lead to disastrous results in the long run.
Feeling dissatisfied with the lack of negotiation options or absence of features like rapid-reordering irks the customers and many abandon carts at checkout. Our objective should be to look at the B2B Ecommerce marketplace trends and evolve them to cater to B2B requirements.
The checkout page is the most crucial element in driving B2B Ecommerce and has a significant impact on the conversion rates. It is here that B2B customers will decide if your product is worth the price and place an order.
You need to have an ergonomic design and flow for your checkout page; it will be easier to win your clients’ trust and increase your revenue. But if you fail to deliver here, you can expect loads of abandoned carts, and most importantly, most users will never come back to complete a purchase.
Before we look at the solutions to decrease the churn rate, it is best to understand why such a situation builds up in the first palace. Here are the top causes that increase the churn rate on B2B Ecommerce websites.
Now that we have a clear idea about some of the most crucial concerns customers have, you cannot deny that you need a B2B CRM that improves the customer experience and allows you to have a long-sightedness for your brand.
A combination of Salesforce B2B Commerce Cloud and CPQ & Billing can help you achieve the desired business goals. Let’s take a look at the checkout features that your Ecommerce platform should include.
If you sell in both B2C and B2B markets, you can expect customers to sample the product range in the B2C section.
Your platform should identify these customers based on product quantity, IP address, and account usage. Why? Because the information can then be used to lead them to your B2B platform.
Using CTAs to ensure customers receive value on every purchase is a great way to boost checkout sales.
Personalization is a critical component of B2B Ecommerce. You can deliver on this front during the checkout stage by enabling auto-filling details during the purchase process. But don’t overdo it as many customers might not want this feature.
Many B2B customers prefer the bills to go directly to the account payables team to save time. By enabling direct billing, you can cater to their needs. Also, it is a matter of choice, and not everyone will opt-in for this.
Returning B2B customers are often responsible for bringing in more revenue. Therefore, it becomes crucial to keep a balance between getting their details and not causing any inconvenience.
B2B customers don’t wish to fill lengthy forms for signing up, and there is a good chance that they will leave if they get frustrated. Create easy sign-up options like sign up with Gmail or Facebook to serve them better.
Don’t blindside the customers about exceeding their spending limit after the purchase. Your checkout page should give them any information about their credit limit and notify them of any other due invoices before purchasing.
You may also provide alternative payment methods to prevent them from abandoning their cart to avoid any pending bills.
Checkout pages are the best place to showcase your surprise offers to the customers. The idea of getting an additional purchase at a special price is always tempting.
You can use it to up-sell, cross-sell, or offer service packages effectively. Once the customer discovers how much money they are saving or their value, they will opt-in or come back again to purchase more.
Keeping your customers happy is essential, but what’s even more important is to value them and keep their best interests in mind. Always make it a point to send them reminders about how your association with their company goes beyond monetary benefits.
Highlight how both businesses add value to each other and how a long-term association will pave the way for mutually beneficial deals in the future. And while you are at it, always notify them of the best deals they might be interested in.
As discussed earlier, disinformation or hidden policies are a significant reason for cart abandonment. Always mention your specifications and policies at the checkout page in a transparent manner. Let the customers check the policies on the final page before they make a purchase decision.
Nearly 70% of B2B users made queries using their smartphones. With Salesforce B2B Ecommerce, you can rest assured that your fully responsible pages will be able to adapt to any smart device across different sizes.
To win B2B customers, give them an option to add build orders from the checkout page itself. Eliminate any glitches when customers modify their carts and re-order items with a single click.
You help them save time and effort, and they will come back for the convenience alone.
Two-day shipping, overnight delivery, free shipping, and free in-store pickup are some of the most popular delivery options you can offer your customers. B2B customers also want freedom when choosing the type of shipping they want.
Additionally, you can also offer live tracking for the orders to keep the customers informed about their packages.
The checkout experience can also be improved by allowing customers to pay through debit cards, credit cards, internet banking, or even online wallet transfers.
Some good companies save a customer’s cart even after they abandon it, and this small action often piques the interest of a B2B customer.
What’s even more important is to follow up on the carts that were abandoned intentionally. Leading Ecommerce brands use Salesforce checkout analytics to determine why the abandonment and your service teams can reach out to the customers through different communication channels.
To create a customer-friendly checkout experience, you don’t have to solve any complicated puzzles. Salesforce Commerce Cloud and Salesforce CPQ and Billing can take care of the needs mentioned above in a breeze.
But what you will need is a skilled team to develop your B2B Ecommerce platform and weave in some third-party applications.