B2B E-Commerce best practices and recommendations

Download B2B E-Commerce best practices and recommendations

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B2B E-Commerce best practices and recommendations

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B2B E-COMMERCE BEST PRACTICES AND RECOMMENDATIONS Ji oman, UX Designer# B2B BASIC FACTS 2 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 nding information# ! 50% of customers using search box to nd what they are looking for# Mostly the nding 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# B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR 3 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# B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR 4 Two windows phenomenon# B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR 5 Mobile shopping# Responsive site# B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR 6 Mobile shopping# Mobile app# B2B CUSTOMERS COPY B2C IN THEIR BEHAVIOR WITH MORE USERS ONLINE THAN EVER BEFORE, BE SURE THAT E-COMMERCE PROCESSES ARE SIMPLIFIED# 7 B2B ARE VISITING YOUR SITE BECAUSE IT IS THEIR JOB 8 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 specic catalogue and pricing# Customer self-service and administration# Split shipping# B2B ARE VISITING YOUR SITE BECAUSE IT IS THEIR JOB 9 Customer self-service and administration# B2B ARE VISITING YOUR SITE BECAUSE IT IS THEIR JOB 10 Enclosed checkout process# 70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 11 70% site activity is focused on the process of nding information# # Finding information = using navigation, product categories, tags, lters 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 lter and sort# Sales statistic for each one product# Display ratings# Highlight call to actions# Avoid 404 pages# Product comparison shopping# 70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 12 F Shape pattern# 70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 13 Categories overview# 70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 14 Navigation# 70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 15 Navigation# 70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 16 Suggested product# 70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 17 Breadcrumbs# 70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 18 Filtering and sorting# 70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION 19 Product compare# 70% OF ACTIVITY IS FOCUSED ON FINDING INFORMATION IF SOMEONE IS BROWSING FOR CHEESE, PERHAPS THEY WOULD LIKE CHUTNEY TO GO WITH IT# 20 50% OF CUSTOMERS ARE USING SEARCH BOX 21 50% of customers using search box to nd what they are looking for# # Its 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# 50% OF CUSTOMERS ARE USING SEARCH BOX 22 Search box# 50% OF CUSTOMERS ARE USING SEARCH BOX 23 Search suggestions# 50% OF CUSTOMERS ARE USING SEARCH BOX 24 Example add to cart button in search box# FINDING PROCESS START AT SEARCH ENGINE 25 Mostly the nding 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# B2B BUYERS KNOW EXACTLY WHAT THEY WANT 26 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 le with the codes and quantity# Routine/repeat order support# Bulk ordering capabilities# Competitor cross reference# B2B BUYERS KNOW EXACTLY WHAT THEY WANT 27 Bulk ordering, order repeating# PRODUCT DETAIL PAGE 28 Second most important page is product detail page# # Most trafc 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# PRODUCT DETAIL PAGE 29 Quotes# PRODUCT DETAIL PAGE 30 Images with zoom# PRODUCT DETAIL PAGE 31 Alternate, related products and accessories# PRODUCT DETAIL PAGE 32 Description and technical spec# PRODUCT DETAIL PAGE 33 Product page sharing# And many more suggestions, recommendatios you already have:# # Summary Webshop UX Analysis and Surveys.ppt# recommendation-makro-nal.docx# 34 ALL WEB PAGES, ALL WEBSHOPS, USERS, GROUP OF USERS ARE DIFFERENT SO WE NEED TO DO TESTING# 35 INSPIRATION 36 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# Ji oman# UX Designer / Actum# # @jirisoman# jiri.soman@actum.cz# 37 RESOURCES 38 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# #