The Importance of having a Mobile Friendly Website for B2B eCommerce

Have you given your B2B eCommerce website a health check lately? Do you know if it's mobile-responsive?

If your website isn't mobile-friendly, you're losing out on customers and revenue. The data is irrefutable:

  • According to an Accenture study, 94% of B2B buyers conduct online research at some point during the decision-making process.
  • Forbes surveyed 511 senior-level executives and found that 70% of them have used smartphones and tablets to look up products or services online. 33% said they reference information from their mobile devices when making a purchase decision, and 52% stated that they were comfortable making business-related purchases on a mobile device.
  • Google estimated that 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead. (source)
  • 68% of companies have integrated mobile marketing into their overall marketing strategy (which means if you haven't already, you're likely to be lagging behind your competitors.)
  • Nearly two-thirds of B2B companies have mobile websites:

B2B ecommerce by device


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Having a mobile-friendly website is more than "keeping up with the Joneses." It plays an important role in the entire user journey, from first learning about your products and services, all the way to converting into a customer:

1. Lead Generation

More and more B2B buyers are researching their purchases on mobile devices -- 48% of consumers start mobile research with a search engine inquiry and up to 75% B2B buyers rely on mobile search and ads when making purchasing decisions. 

It's imperative that your website can be found when potential buyers are searching for products or services in your category.

That means your website needs to be optimized for SEO. Since Google updated its algorithm to give higher ranking to mobile-friendly websites, one that isn't mobile responsive can impact your ability to attract leads through organic search results.

Another reason to up your mobile-friendliness game is the ability to capture leads on your website.

Most visitors who first land on your website are probably still researching and not ready to purchase. You want to be able to continue the conversation to build trust and establish a relationship so when they're ready to buy, you'll be top of mind.

If you can't effectively capture leads on mobile devices because your website can't support such basic functionality, you're missing out on a significant number of opportunities.

2. Lead Nurturing

Inbound marketing generates higher ROI than many other B2B marketing strategies.

An important component of inbound marketing is the use of content to build trust and nurture relationships with the audience at every stage of the customer journey by driving traffic to the website and offering engaging content that is relevant and valuable to the visitors. 

Often times, visitors find a website via search engines, then "opt-in" through a lead magnet. After that, the company continues communicating with them via email marketing. 

As of June 2016, 54% of more than 1 billion email tracked each month are opened on mobile devices:

B2B Marketing emai statistics

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That means if you include a link to your website in an email, over half of these visitors who click through will be viewing your content on a mobile device.

If your website is not optimized for mobile, then your visitors are likely to get frustrated and leave your website without consuming your content. That means you'd lose out on the opportunity to build trust and relationships with your leads to eventually convert them into buyers.

3. Lead Conversion

According to a Forrester research, 59% of B2B buyers prefer not to interact with a sales rep and 74% find buying from a website more convenient.

Today, mobile devices are being used in all stages of a B2B purchasing process. In a research conducted by Google, 42% of researchers use a mobile device during their B2B purchasing process.

This means your website needs to fully support eCommerce on mobile devices so visitors coming to your website through search or via your emails can quickly and easily make a purchase -- turning from prospects into customers without having to put down their mobile device, get to their desktop, open a browser and jump through the hoops to find that particular page on your website to place an order.

B2B eCommerce Mobile Usage

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If you haven't already, don't delay in making your eCommerce website mobile-friendly. Not only will you drive more traffic, but you'll also build more trust and better relationships with your leads and customers.


Posted in B2B eCommerce, B2B Sales, Management