If you are an e-commerce business, then your biggest goal must be turning visitors to your website into customers. Well, that’s what all businesses aim for to satisfy visitors and compel them to purchase before they leave their website.
But some important questions arising here are: How to convert them? How to build their trust? How to convince them to buy something from your business? Will they scroll the website for more than a minute? Or will they just move to the next one? Do you think you can convince them and build trust?
This is all an e-commerce business should be worrying about and thinking of strategies to make it all possible. Let’s explore the article more to know about the effective strategies and tactics to convert visitors into customers.
As an e-commerce business, standing out in the crowd can be real competition. Only the ones with innovative ideas and compelling marketing strategies can win the race. So, let us help you win that race by designing a website that is not only appealing to the eyes of buyers but persuasive enough to make them purchase from you.
Golden Rules for a Successful B2B Website
These rules apply to almost all successful B2B websites having a prominent position in the e-commerce market.
A good-looking, highly functional website is essential for online success. Thanks to today’s website design tools, it has become easier, more efficient, and quicker than ever. The best part is that you don’t need any technical or developing skills; knowing how to use these digital tools is enough to build and design a website that looks appealing and professional.
All you need to focus on is its usability, visual appeal, and speed.
01. The Design
The Mastery of Web Design
- The color palette of the website should not have more than five colors; we don’t want it to look like a rainbow.
- It should ideally have three easy-to-read typefaces in three different font sizes.
- The use of graphics telling visitors to fulfill a task or a function is also crucial.
- Another feature a good B2B website should have is a visual hierarchy, helping visitors grasp the most important elements first.
A welcoming about us page
What else do you think makes any B2B website exceptional? According to research, it takes around 50 milliseconds for a website to leave an impression on the visitor. It is like a snap; they open it, and the moment they land, they decide whether to scroll further or just go back.
Hence, most websites have a landing page that instantly informs the visitor about the brand. These are some design-related aspects that compel visitors to stay longer and scroll.
Speed
Make sure your visitors don’t have to wait for your website to load. The loading speed of a website has a great impact on both your conversion rates and SEO. Visitors are more likely to abandon slow-loading websites. Design a website that loads within three seconds because, as per multiple surveys, no user waits longer than 3-5 seconds.
Conclusively, a high-performance website is the key to conversions when designing a B2B website.
02. The Game of Conversion
Here Is How You Convert Customers—Apply These Effective Tips
The more conversions on your B2B website, the more chances you have of connecting with potential customers and making sales. A website can convert visitors into customers in several ways.
Entry points
Let’s say the visitor needs to know about the services an XYZ e-commerce website has to offer.
The moment the website loads, a message displays, saying, ‘How can we help drive your business?’ This works because, instead of the visitor having to convey their needs directly, the company shows interest and concern by initiating the discussion about what the visitor wants.
This is a great strategy, as most visitors don’t like to ask for help, or they find asking questions a bit confusing. So, instead of making them feel like they are forced to ask, your website should address their concerns as soon as they visit.
Informative Subpages
After their question is answered, visitors mostly navigate towards the product page. Most B2B websites have subpages loaded with informational text and video content for visitors.
Catchy CTAs for leads
CTA buttons are another crucial element that helps in conversion, encouraging users to request a quote, demo, a free trial subscription or calculating tool for shipments. Some CTA buttons lead the visitors directly to the pricing page. Hence, these CTA leads are what we call landing pages that help in converting visitors into leads.
Moreover, multiple surveys reveal that websites with more than 25 CTAs help to bring in seven times more leads than websites with just 5 CTAs. The formula is simple and has been applied to millions of websites.
More CTAs, More Leads
Additionally, these Calls to Action can be designed as pop-ups. This makes it easier for visitors to sign up or perform any action related to the website.
Content that guides the buying process
Make the buying/selling process smooth by adding content for all the stages. The purpose is to let the content speak to the users when they are making decisions.
Keep website forms short.
Keeping the forms short makes them easy to fill and complete. Nobody likes a long and complex form that takes multiple redoes to fill. Welcoming forms should ideally include three to five fields, according to B2B experts who have noticed that forms with less than 5 or 5 fields have more chances to get converted into sales.
Live chat engagement
Add this feature to your B2B website if you really want businesses to sign up. The live chat function is a proven strategy for converting visitors into customers. It enables visitors to have real-time conversations, allowing businesses to resolve any queries and issues through human interaction within a short span.
Top 5 B2B E-Commerce Websites with Highly Conversion-Optimized Design
01. Amazon
Amazon is one of the standout B2B websites with a prominent reputation in the e-commerce sector. It has a clean layout and an intuitive web design, allowing users to navigate easily. Visitors can browse and scroll through various product categories.
Moreover, the platform also has a prominent search bar that ensures customers can smoothly find what they are looking for. The sub-pages of Amazon’s websites have informational content that guides users of the services.
Additionally, it has clear and actionable CTAs, such as “Request a Quote” and “Buy Now.” These CTAs guide the visitors seamlessly through their purchasing journey.
02. eWorldTrade
Next on the list is eWorldTrade, excelling in its design that’s focused on a smooth and efficient user experience. Their homepage features a straightforward layout highlighting key services and product categories. As a supplier, you would be amazed at their feature “Latest Buy Offers” that straightaway tells you about the offers from buyers all over the world.
Moreover, the website has a form for businesses looking for specific products. The form titled “TELL US WHAT YOU NEED,” has less than five fields to be filled and quickly resolve their concern.
As far as the CTAs are concerned, visiting customers can simply connect with the representatives by clicking “Start Selling” or “Find Suppliers.”
03. eBay
eBay’s sleek and visually attractive features made it to the list among the top 5. The website has high-quality product images, making it feasible for businesses to find and evaluate items quickly. The layout is minimal yet prominent, with a focus on serving services directly.
Additionally, the CTAs are noteworthy and encourage interactions with platforms and businesses back-to-back. Some examples of CTAs are “Contact Seller” or “Make an Offer,” allowing frequent real-time interactions.
04. ThomasNet
Industrial buyers, this one is for you! ThomasNet has surpassed the expectations of industrial buyers by giving them a B2B website that streamlines everything with power search capabilities.
Moreover, the website forms also play a great role in easing the buying/selling process. It is simple yet effective, specifically designed to capture leads without overwhelming them with unnecessary details or inputs.
05. EC Plaza
Lastly, EC Plaza is here to make your B2B transactions seamless, accessible, and safe. As the visitor opens the website, the homepage directs them to important sections like supplier directories, product categories, and trade opportunities.
The focus is on making the interface user-friendly, ensuring the visitor does not get overwhelmed with stuffed company content. Businesses can find “New Buying Requests,” “New Selling Leads,” and “Premium Suppliers by Regions” without having to scroll back and forth.
Wrapping the thought
So, that was all about how B2B websites can convert visitors into customers. Follow the strategies and explore the top 5 B2B websites to learn how to navigate the B2B e-commerce world effectively.