2. Best Practices for Delivering Superior User Experiences
Delivering more options to user interfaces depends on back-end development, website design features, site functionality, connections with third-parties, product catalogs and internal searchability features. User experiences, often abbreviated as UX, describe everything that’s available for users on websites. Enhanced searchability is a big feature of user-friendly websites. If a B2B company sells to plumbers, electricians, contractors and other practical engineers, then product catalogs could be overwhelming. Customers might need parts that haven't been manufactured for decades, but they’re looking for workable substitutes. Designing a great user experience takes these customer problems into account and provides solutions such as product-locator wizards, custom searches by manufacturer, product type, product function, materials, specifications and other searchable characteristics.
Robust B2B eCommerce platforms solve problems for buyers by focusing on different customer profiles and providing each demographic group of customers with the tools they need to locate products, pay for them, research substitutes, consult outside industry experts, set buying limits in their organizations and accelerate committee or multiple decision-maker approvals of orders. Back-end customizations should maintain current inventories across multiple channels, provide versatile shipping options, show photos for product searches in real-time, and display snippets of information to accelerate complex searches.
Back-End UX Developments for B2B eCommerce
Back-end customizations can offer users lots of functional options such as managing the advanced-approval ordering process, researching products in-depth directly from contacts with vendors or manufacturers, getting price quotes for special orders, performing multifaceted searches, exploring shipping options and applying for flexible billing, paying and credit options.
However, the most important back-office use feature for most B2B companies is optimizing product searches. Designing a robust SKU table that includes alternate names, part numbers, manufacturer information and recommended substitutions for discontinued products can provide daily benefits to harried customers and B2B platform where expanded search functionality generates increased sales.
Front-End Design Features
User interfaces drive the process of showing the right features to customers and delivering the same convenience that B2C websites offer. If the customers have been segmented correctly, they'll see what's most important to them when they log-in on a mobile phone. The process, however, is an ongoing effort that needs to adjust based on new buying behaviors, seasonal buying habits, availability of new products and other sources of information about customers that become available through strong back-office analytics.