As a B2B wholesaler, if you want to increase your revenues then you can't afford to ignore your eCommerce website.
Getting more prospects to your eCommerce platform is the best way to acquire new customers. Here are 5 strategies to get more buyers to your website and increase your B2B eCommerce sales:
1. Drive High-Quality Traffic
Besides getting your SEO ducks in a row, you can also drive traffic to your eCommerce website by advertising special offers on selected products using Google for retail or other product marketing solutions.
By promoting a specific product, you'll attract prospects who are looking for the exact items you sell. When they come to your website, it'll be more likely that they'll browse around and discover other similar products they may also be interested in.
Not to mention, when there's a discount your customers will tend to purchase more, thereby increasing your revenue.
Don't skimp on your ad creative -- make sure your campaign is designed to capture the attention and speak to the needs of your ideal customer with a powerful call-to-action that'll entice new customers to click through.
2. Offer Limited Time Specials To First-Time Customers
Driving traffic to your website with advertising is a great first step, but keep in mind that this is likely to be cold traffic. These prospects probably don't know much about your business, and they may not yet trust you enough to whip out their credit cards.
To push them over the fence, you can promote a special offer for first-time customers to incentivize them to make their first purchase -- this could be a discount, free shipping, or a free gift.
You can also consider offering discount bundles to entice new customers to try out more of your products so you can build relationships with them.
It's more likely for these "cold leads" to click away from your site and forget about it altogether if they don't place an order right away. To prevent that from happening, use a limited time offer to add urgency, so they'll take immediate action while you have their attention.
3. Provide Excellent Pre-Purchase Customer Service
Go the extra mile for your prospects to differentiate your business from your competition.
So many B2B merchants leave their customers to their own device during the decision-making process, instead of helping them find the products they need or assisting them in the ordering process. These pre-purchase interactions give you the opportunities to upsell or cross-sell if your customer support team is available to answer questions and make recommendations.
Make sure your platform is set up to provide an outstanding pre-purchase customer experience and make it easy for buyers to contact your team through various channels.
This will not only help you increase sales but also improve customer satisfaction, increase customer loyalty, and reduce post-purchase complaints and refund requests.
4. Design a Frictionless Checkout Process
Getting your customers to put products in their shopping cart doesn't mean they're definitely going to place the order. Did you know that abandoned online carts could lead to $3.38 trillion loss in revenue in just a year?
Your buyers don't want to jump through the hoops to place an order. You want to make sure that your eCommerce website's user experience is allowing your customers to place and manage their orders quickly and easily.
Here are a few ways to reduce friction and make your checkout process as seamless as possible:
- Allow buyers to checkout as "guest" so they don't have to go through the process of registering for an account before they're able to make a purchase. You can always do this later so customers can set up more complex billing arrangements.
- If there are multiple steps in your checkout process, make sure to indicate the progress, provide clear instruction, and make the "continue" or "submit" buttons easy to find
- Allow for easy order modification during the checkout process so customers don't have to leave the checkout interface to edit their orders.
- Provide a variety of payment options -- besides credit cards, you can also take bank transfer and offer extended credit -- to allow for more flexibility. Remember not to make the process more complicated than is necessary.
5. Build Advocacy and Generate Referral
Word-of-mouth is a powerful marketing strategy to introduce new and highly qualified prospects to your business.
To turn your existing customers into advocates, make sure you provide an excellent customer experience by training your entire team to offer assistance to your customers at every touchpoint.
You can do more than just sitting on your hands and hoping your customers will love you. Motivate your existing customer through an active outreach program, or build a community to cultivate relationships with them.
In addition, you can create a referral program to incentivize existing customers to tell others about your business by simply sharing a referral link to your website. To sweeten the pot, you can set up double-sided rewards by offering incentives to both the referrer and those referred to you, so new customers will have an additional reason to make their first purchase.
Other ways you can structure a referral program to get more new buyers include escalating rewards, multi-stage rewards, revenue sharing, and reward choice.