When it comes to getting prospects to your B2B e-commerce site, you're doing a great job- the traffic numbers speak for themselves. However, what about where it really counts- are you converting enough of these visitors to add items to their carts? Product pages are becoming increasingly important as more people head online to make purchases. As retailers raise the bar on self-service e-commerce, B2B buyers expect the same. By leading with a customer-centric mentality and tackling common gaps within the B2B online purchasing process by using integrated e-commerce and CPQ technology solutions you will be able to create a solid foundation for the future and allow customers to be served how they want to be.
Five pillars must come together in order to create a truly optimized product page and online buying experience for your B2B customer.
The product you are selling should be front and center, there is no denying that. Make sure you have great photo photos or video on this page. These images will go far beyond your product pages on a magnitude of sites throughout the web (social, Google, Bing, Ads, etc.). Make sure you are showing your best imagery to ensure your product shines.
Your brand is especially important on product pages because often times prospects end up on them without ever hitting your homepage. Having your brand story on your product page matters for this reason especially.
B2B companies state that many gaps in their e-commerce user experience is due to items such as complex configurations, quoting before purchase, various SKU pricing or workflow approvals. If you are running numerous disparate systems, it is likely you will be unable to keep up with the modern demands of the digital customer. Your core foundation should be an integrated group of systems and infrastructure, including your eCommerce and CPQ technology.
Copywriting combines product information with your brand’s unique voice and tone. Don’t use the product page as a time to be overly clever. Keep CTAs direct and to the point to make sure you’re not confusing anyone. Also keep in mind if you have a product with a higher price point to make sure your copy will backup that price, describing the materials, origins and passion behind the product.
The user experience should take into careful consideration how things are arranged on the page and what’s included as this can have one of the biggest impacts on conversions. Having an Add to Cart button that stands out from surrounding content in an uncluttered way and is visible when you first land on the page is imperative. Also, including images to variants should be a must do on your product pages to make it easier for customers to ensure they are picking the right item (and decrease return rates).
Remember, the main goal for a product page is to build the visitors confidence. The product page should offer all the information necessary to make a purchasing decision and offer a user experience that is intuitive and as straightforward as possible. Having product pages that contains useful and understandable information catering to current and prospective customers is important. Taking these five pillars into consideration when redesigning product pages will help you optimize them to the fullest.
Digital transformation is a strategic journey of innovation that offers incredible potential for growth. It’s less about overhauling your systems and more about shifting strategic plans to invest in and to be more competitive in today’s digital markets. If you are interested in learning more about delivering valuable online solutions and further guidance on how to optimize the B2B buyers user experience, download our B2B Merchants E-Commerce and CPQ Technology Guide below.