Top 5 advices on how to conduct a successful conversion rate optimization (CRO)

It is never pleasant to inform a B2B client that a requested product isn’t currently available, whether you are informing him/her live or through an eCommerce sales channel. Still, there is a simple way how to enable B2B buyers promptly information on the condition of the stock. The ERP system in eCommerce can become your secret weapon in providing a quick and efficient online shopping experience for B2B buyers every time, based on accurate data on wanted products.

Researches have shown that more than 85% of B2B clients consider accurate data about stock the most important information in the B2B eCommerce. The manner in which you communicate about the availability of stock is also one of the key factors that affect their user experience.

So, in order to make your B2B clients satisfied, eCommerce has to ensure two things; accurate data on the availability of products and an alternative solution when a wanted product isn’t available. This week HECTA blog gives advice on how to achieve it!

Provide B2B buyers with accurate promptly information on the condition of the stock

The first thing that will make a B2B client unhappy is the information that a product in the B2B web shop isn’t currently available. But, to order a product and afterwards learn that it can’t be delivered, is even worse.

These situations are fairly common and extremely frustrating for B2B buyers. Duly delivery doesn’t just affect their satisfaction with the online shopping experience, but is also crucial for business.

The ERP system in eCommerce can prevent these unpleasant client experiences. How? With the help of the integrated B2B systems that enable a real-time connection between a B2B web shop and the ERP system like Microsof Dynamics NAV-a/ Microsoft Dynamics 365 Business Central . The result is prompt real-time information on the condition of the stock.

Creating eCommerce orders without any unknowns

The ERP system in eCommerce enables buyers creating orders based on direct data about the condition of the stock. That way, the integrated B2B eCommerce system removes all unknowns and unexpected costs in the eCommerce order.

Clients can create an order directly from the software system, see all information on your current stock or simply download their invoices electronically without having to input data manually.

This makes it impossible for the B2B buyer to create an order of products that aren’t currently in stock because the condition of the stock in the ERP system is updated when every new online order is created.

With the help of the integrated B2B web shop, a buyer can access a detailed overview of all previous open and closed orders, at any time. So, there is no way to create a new order not knowingly, at a time when there are still orders that haven’t been delivered. And you have an option of repeating a previous order in just a few clicks.

Manage all product information in one place

If you are already using an ERP system like the Microsoft Dynamics NAV, then you already have a software solution for managing stock at your disposal. The next step is to put such a system in the function of eCommerce, i.e. enable the B2B web shop to “pull” data directly from the ERP system. This leaves no room for errors and helps to avoid unnecessarily inputting data twice.

The integrated eCommerce system uses the ERP system as an engine for smooth operating and automatically notes all subsequent price and available offer changes. This way, the user gets accurate data in two business systems.

On the other hand, its end users get clear, accurate and updated information on available products, condition of the stock, sales terms and the delivery, 24/7. The integrated B2B also enables detailed information on prices, updated calculations of various tax rates, downloading catalogues and necessary documents listing for each client separately, wherever they may be.

Inform buyers on when products are available

The ERP system in eCommerce can be used to elevate the user experience of your clients to a higher level. If you give them information on when a certain product will be available again, you’ve helped them make a right decision in a potentially tricky situation.

Automatic presentation of product availability in a B2B web shop can be very demanding. But with the help of expertise of an experienced sales team and available data, it’s much easier to determine what kind of information should you share with clients and how to communicate that information.

For example, if you add a message “2 articles available” with information on the condition of the stock, the client will know that he/she needs to order quickly. If the message says “Currently out of stock”, the client will know that he/she can’t order the wanted product. But if the message says ”Available in 5 to 7 days”, the client has necessary information to make the decision to wait with the order or search for an alternative product.

Offer alternatives for products out of stock

Let’s look at a hypothetical situation when a wanted product isn’t currently available and isn’t accessible for the buyer at a desired time. Still, there’ is no reason not to enable your B2B client what he/she needs or for the client to turn to a competitor immediately.

The integrated B2B web shop offers detailed analytics of client movement in eCommerce, tracks their behavior and offers them alternative products if the ones requested aren’t available. This way, it significantly helps to use cross-selling and up-selling options in online sales and causes less buyers not to leave your B2B web shop empty handed.

Systems like these are much more than a B2B eCommerce platform that enables creating orders online. With the help of the integrated eCommerce, you are providing your clients with a user-friendly self-service system which motivates them to cooperate with you as a reliable partner.

Ready to take the eCommerce business to a new level? Contact us for more information and learn everything on the latest software solutions that will help you.

Top 5 Advices on How to Conduct a Successful Conversion Rate Optimization

Conversion rate optimization (CRO) means decreasing the rate of leaving a web page. How to achieve that and where to start? Among millions of available search results that Google gives on this subject, how to choose the ones that have the most effect? So, here are five different advices to help you decrease the rate of leaving a web page.

First of all, we need to clarify why is it important to focus on the CRO? The more web page visitors you turn into potential buyers i.e. leads and subsequently into actual buyers, the bigger your income will be. This of course sounds fairly simple. But sometimes, even the subtlest difference in the approach to creating the CRO strategy can be a key factor in having a successful result or maybe costing you more than its actual worth.

Conversion rate optimization is one of the main issues in digital marketing today. Almost 70% of salespeople highlight it as one of the main priorities. Therefore, in order to explain the right way of successfully conducting the CRO on a web page, in PPC marketing, e-mail campaigns and all other activities, we have to primarily define the biggest CRO challenges and mistakes. Here’s what research has on this topic:

• 75% of salespeople is very concerned with the optimization of the user experience of their buyers
• Less than 25% of companies is satisfied with the current Conversion rate optimization
• One of the biggest challenges is the lack of quality and clearly defined conversion rate optimization process

Thus, although the CRO is one of the priorities, it’s obvious that this process isn’t being managed well. Results of these strategies often don’t meet expectations and their conduction requires solid and lasting processes. How to change that? By following these advice:

CRO advice #1 – Most often, disregard parallel assessment

Conversion rate optimization has one simple rule here. The benchmark or quality standard depends on a lot of criteria; type of industry, size of the company, type of business, whether you are creating the CRO for a web page or an e-mail campaign etc. So, focus on the optimization from your company’s point of view. That way you will avoid wasting time and energy on achieving standards that are too high.

For example, when regarding a B2B web shop, the benchmark is an eCommerce platform that provides the client with a completely personalized and positive shopping experience. B2B buyers want to simply find searched items in the catalogues and sufficient amount of information, which makes the decision to buy that much easier. They want clear and understandable delivery terms, real time notifications on the order status, prompt information on the delivery time and a prompt user service.

The integrated B2B eCommerce simply and efficiently deals with all user requests. These systems also track the behavior of B2B buyers and offer them alternative products if wanted items aren’t available. Thus, the integrated B2B eCommerce significantly helps to use the cross-selling and up-selling possibilities in online sales. Not only that, clients also have the possibility of chatting live and adding comments with their orders, which considerably helps in recognizing buyers’ needs.

CRO advice #2 – Align your team with the CRO process

As mentioned before, conversion rate optimization presents a great challenge for companies. Research conducted in the past year has shown that the lack of a clearly defined CRO strategy is considered to be one of the biggest disadvantages.  Hence, don’t approach the conversion rate optimization “blindly”. Create a plan and a strategy that you can adjust and upgrade accordingly

CRO advice #3 – Personalize and adjust the approach

Be specific when creating content for clients and buyers. What dose that mean? It’s not enough to just consider whether you are addressing new web page visitors or those that have visited it previously. Their behavior patterns, industries from which they are coming, workplace and function, what phase of lead marketing funnel they are currently at or at what particular time they are starting their user experience; are all important things to be taken into consideration.

Regarding eCommerce in wholesale, a B2B web shop often entails a much closer relationship with buyers than a B2B ecommerce. The owners of B2B web shops contact their clients more often, know their names, addresses and phone numbers. They may even know much more personal information such as dates of birth, personal interests or their children’s names.

This also means that B2B clients are more willing to give feedback on services provided by the B2B ecommerce. In fact, B2b buyers want to help you so you could make their ecommerce experience even better. The more time and effort you put into gathering information on your buyers, the more valuable and useful the feedback will be.

CRO advice #4 – Focus on smaller goals that give results

Spending time and resources on a big number of CRO activities whose success is questionable really doesn’t make sense. In order to efficiently use your marketing team’s time and the potential of the CRO budget that you have at your disposal, you should primarily focus on smaller goals. Test them and subsequently develop long-term strategies only for those activities which prove to be successful.

All buyers and clients want one thing – a web page which they can communicate with. Some clients want surveys and quizzes, others want tests, online savings calculators or newsletters, while some will be enticed by the e-literature they can download from the site.

Learn which of these features evoke the most interest, the most efficient one being the one that draws to interaction. Such interactive content is a tool for attracting potential buyers or leads. Their conversion begins the moment they consent to input and send personal information.

CRO advice #5 – Act and make decisions based on data

Conversion rate optimization requires defining simple goals and primarily working on them. It is necessary to additionally develop a qualitative strategy of approaching more complex CRO activities. Those that present a challenge are the ones that require more involvement.

Avoid setting goals and defining a CRO strategy based on what your team thinks could work. Instead, use clear data that is available to determine which tasks are the easiest to perform, which questions present the biggest challenges and which activities give good results.

For example, targeted marketing in the B2B eCommerce always gives good results. Data and statistics are being utilized to create interesting content that your buyers are interested in. Therefore, the key note is to understand their needs. Let your products address the client in an interesting way. One of the examples would be personalized e-mails that significantly increase sales revenue and the CTR (click-through-rate). If you are apt to accurately presenting the right content to the right target group, resources invested in marketing will quickly ensure income.

Are you ready to digitalize your sales? If you want to offer your products via the B2B ecommerce, contact us for more information and find out everything about the latest software solutions which will assist you.