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5 Tips to Drive More B2B eCommerce Buyers to Your Website

Websites are where most B2B customers prefer to purchase. It’s where potential buyers visit and view offers and other materials about your products or services. But now that everything’s set up—from your homepage to your blog page—what comes next? How do you ensure that your website gains the traffic it needs and deserves?

In a study by Gallup, 71% of B2B customers expressed that they are willing to go with a different brand for the betterment of their business. This means that only 29% of these customers are loyal to the companies they choose to work with. You want to cater to that 29%, and to do this, you need to make sure that your eCommerce website provides everything your current and future consumers need. You need to provide them security, so that they won’t feel the need to turn to other business websites. 

The next step after launching a website is to build it into a credible source of information. More than just increased site traffic, you also want to encourage consistent behavior from your audiences. Here are 5 easy tips you can implement to acquire more buyers:

  1. Build awareness strategies for your website

If your customers and partners aren’t aware that your newly built website is already live, then it won’t serve its purpose as a virtual equivalent of their storefront/business property. Think about how to make people aware of your site. Introduce your site to buyers. Inform them of your offers, services, and other industry-related updates. This goes for both your existing and potential users. 

  • Run an email marketing campaign focused on brand awareness

Compared to other platforms (such as Facebook and Twitter), email shows the highest conversion rate. This is how powerful and impactful an email is—it can affect consumer behavior.

Take advantage of your newly launched website. A simple way to do this is via employing an effective email marketing strategy wherein you encourage long-term relationships with your customers. 66% of customers purchase because of an email message. 

  • Amplify your brand through social media

Email marketing should go hand in hand with social media. The biggest source of inspiration for consumer purchases with 37% of consumers finding purchase inspiration through the social channel. This helps push your brand’s site further. 

While you’ve got your email marketing working to inform your contact list about your website launch, your social media needs to support your efforts by getting the word out to new users.

  • Keeping the brand consistent across business collaterals

Lastly, to further amplify your website, consider including your domain URL in the footer of your invoices and other brand collaterals.

This helps build strong branding which will impact how others perceive you. Draw customer attention back to your website by reminding them of the availability of your services.

  1. Offer limited - time specials

More often than not, first time visitors only want to check if your brand offers solutions to their problems — 46% of your first time website visitors research on your service even before they decide to purchase.

Offer discounts applicable to their first purchase or bundle of purchases. Encourage prospective clients to try out what you have to offer while also leading them further down the funnel. These special offers can come in the form of a discount, free shipping, a trial period, or a gift.

  1. Be effective with your pre-purchase customer service

Be ready to answer all of your customer's questions and take the extra step when taking care of your potential end user. Note that 74% of consumers dropout in the pre-purchase stages due to lack of customer service. 

Customer service is all about actively listening and providing solutions to feedback and sentiments. Consider the following support tools for possible concerns on your website:

  • Chatbots or Live Chats

Most customers want instant replies to their queries— and they may not have the time or patience to wait all day just to get a reply to a “Yes” or  “No” question. With this in mind, it’s best to support your website with a Chatbot or Live Chat—whichever fits your resources and capabilities.

Both are very useful, however it’s best to consider that 79% of users say they prefer live chat functions because they don’t have to wait and hold their questions.

  • Create a Frequently Asked Questions (FAQ) page

Most B2B Businesses aren’t capable of installing third-party bots or live chats on their website, another option is to dedicate a page for all of the client’s possible questions. This is especially helpful when dealing with and answering repeat queries.

  • Include a Book-a-Call option

By having a book-a-call option, you show that you’re willing to take the extra step to help or guide your customer. By doing this, you open the doors to potential client calls or service offers.

When you offer to call your client, make sure to acknowledge their problem. This helps build a stronger connection between the consumer and the brand.

  1. Make your checkout process frictionless 

Just because your visitor added your products to their cart, it doesn’t guarantee that they’re definitely going to proceed to checkout their order. Allow your customers to place and manage their orders quickly and easily as nearly 70% of eCommerce site carts are abandoned by customers.

In order to enjoy bigger profits, it’s best to keep the site’s checkout process optimized or frictionless. Here are a few things to check:

  • Reduce navigational links

Reduce or remove navigational links on your purchase page. This distracts your customers from the brand’s main goal: conversion. Direct your audience to where you want them to go to. And as a best practice, give your users the option to edit their cart.

  • Keep the checkout page straightforward

As much as possible, place everything in one page so to keep your customers engaged and ready to complete the process. Giving them 2 or more pages to fill out only slows down the process — and 26% of shoppers abandon their carts due to complicated checkout processes.

If you can’t stray from having more than one page, then at least provide them with the number of pages to expect. This pre-orients them of the checkout duration prior to filling out.

  1. Offer multiple payment methods

Because of advancements in technology, there are more than 2 payment options or methods available to the public. Include these to entice an even wider audience.

Remember that some users may not feel secure sharing their credit card numbers. Consider other purchasing terms like those that offer a lower additional cost which is always better for the client.

Continuous improvement is key

The industry is ever-changing so it’s important to evolve alongside it. To keep users loyal, make sure to consistently improve not only your website, but also your offers and services.

Keep an open mind and use agile approaches for your business and remember that new technology has the potential to open more doors for your company. And finally, don’t discount the impact of providing great customer service. Include post-purchase surveys in order to get your customers’ feedback. These will help build them to become advocates of your brand.


Sweet is an end-to-end platform designed to help small-to-medium wholesale businesses. We are a cloud-based inventory and order management platform specifically designed for wholesale manufacturers and distributors with integrations to accounting and shipping tools. Our goal is to make wholesalers' lives easy and efficient.

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