B2B Ecommerce Stickiness
B2B ecommerce isn’t a set-it-and-forget-it operation. It takes planning and commitment to make ecommerce “sticky” with your customers. So how do you do it?
At Corevist, one of our core values is Passion for our clients. By extension, that also means passion for our clients’ customers. That’s why we don’t stop at building and implementing Corevist Commerce. We go beyond that and work with you to make ecommerce “sticky” for your customers.
First, you need to quantify stickiness. That means defining the metric to reach the business goal, such as the amount of revenue you want to flow through ecommerce. Once you’ve done that, you’re ready to craft a plan to get there–and your plan should cover the “4 stages of ecommerce stickiness,” as we like to call them.
In this article, we’ll talk about those 4 stages and what it takes to nail each one.
1. Onboarding: Driving first contact with the website
Successful onboarding is the first stage of stickiness. Without it, your customers won’t have the basic tools they need to become lifelong ecommerce users. Consider the different types of customers and develop a thoughtful onboarding plan to increase success for that segment.
Metrics are a key part of onboarding. They allow you to follow the progress and adjust as needed. What is the feedback from initial customers? And, how is the onboarding going? Throughout the onboarding process, you’ll want to engage in regular monitoring by asking questions like:
- Who HAS come to the website?
- Who HASN’T come to the website?
- Who hasn’t even opened their email invitations?
Onboarding is all about good communication with customers. Read more here: Crafting Your Ecommerce Rollout Care Package.
2. Adoption: From first contact to new normal
It’s not enough to drive onboarding. Just because a customer opens an email, clicks a link, and sets up an account doesn’t mean they’ll start using your web channel day-in and day-out.
No, to achieve that, you have to go the extra mile.
So what does that mean? What does it take to drive real adoption? In a word, the web channel has to provide exceptional value. It has to be a “better way to buy” than phone/fax/email (or whatever legacy channels you have in place) and a superior customer experience.
We like to break up that exceptional value into two categories: Functionality and Training.
Is your web channel easy to use? Does it provide the things B2B buyers really want? We’re not just talking about the basics which every B2C-oriented platform provides. No, the needs of B2B buyers go deeper:
- Plenty of product information to aid research.
- The same personalized pricing, including quantity discounts, which they would get from a Customer Service Representative.
- 100% accurate, real-time inventory/ATP information.
- Full order history and shipment status
- And MUCH more—see our flagship product, Corevist Commerce, for a full overview.
Let’s face it, some business processes are complex. A good B2B ecommerce platform doesn’t gloss over the complexities of your business—rather, it supports them while also making them easier for everyone involved.
That’s why your adoption plan must include training for customers on how to perform existing business processes in the new web channel. That could mean in-line training within the ecommerce store, in-person or online training sessions, and much more. See this article for best practices: Crafting Your Ecommerce Rollout Care Package.
3. Growth: Beyond new normal to new value
Your web channel is an avenue for growth. You should nurture it with strategic thinking about providing more value to your established customers (AND acquiring new customers).
How do you increase the value of the web store for both segments? Here’s a high-level overview of best practices:
- Intelligent merchandising through cross-sell/upsell functionality to drive sales of related products which you manufacture.
- Offer 3rd party products sobyour customers only have to visit one ecommerce store to get everything they need for the job at hand. (Cross-sell/upsell functionality supports this, too).
- Run intelligent promotions and marketing campaigns to drive sales of ancillary products, phased-out products, or overstocked items.
4. Retention: If ecommerce is providing real value, customers shouldn’t want to leave
Once customers are onboarded, have adopted ecommerce, and are getting increasing value, they shouldn’t want to leave. But how can you go the extra mile to really retain your customers?
True retention requires everything we’ve already mentioned, and it benefits from best practices like these:
- Continuously evolve and improve your ecommerce functionality (we do this constantly with Corevist Commerce).
- Continuously refresh your ecommerce content, including educational material, so customers get new value every time they visit the web store.
- Monitor your ecommerce health constantly to see which products are performing, which customer segments are least engaged, and more.
- Use the insights you glean from metrics to craft the next iteration of your marketing efforts.
Moving forward: FREE case study
Wondering what adaptive ecommerce looks like in real life? Download this case study on Mannington Mills. You’ll learn how this flooring manufacturer launched a Corevist SKU-based ordering portal, then added a catalog with rich content based on user needs and grew sales 150%.
FREE Case study: 150% Sales Growth with Rich Content
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