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B2B Website Benchmarks - How are you performing? B2B Website Benchmarks How are you performing? Terence (Terry) Jukes President Ability Commerce Inc., Delray Beach, FL 33445 561-330-3151 x 3170 www.abilitycommerce.com B2B Website Benchmarks - How are you performing?

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B2B Website Benchmarks - How are you performing?

B2B Website Benchmarks

How are you performing?

Terence (Terry) Jukes

President

Ability Commerce Inc.,

Delray Beach, FL 33445

561-330-3151 x 3170

www.abilitycommerce.com


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B2B Website Benchmarks - How are you performing?

Trends in E-Commerce(Internet Retailer)

IR Top 500 grew online sales 11.7% in 2008.

IR 500 accounts for 65% of total online sales.

Amazon.com grew 29.5% to $19.2B

SOM=10.7% up from 8.7% of Top 500 sales

All other e-tailers (non-IR 500) web sales declined 6% in 2008.

“The big are getting bigger”, industry consolidation underway

Overall, e-retailing grew 4.6% to $178B in 2008, slower than previous years

Retail store sales grew 1.4%


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B2B Website Benchmarks - How are you performing?

In B2B, the web is more than pure e-commerce sales.

B2B companies use their web sites to:

Provide pre and post sale services, assist telesales

Assist with assembly, installation, etc.

Provide warranty and repair information

Manage site data, contract pricing, JIT inventory

Trace shipments

Collect open accounts


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B2B Website Benchmarks - How are you performing?

Our current B2B environment….

Mail prospecting struggling

More measurement needed to improve

Green and Privacy movements provide obstacles

New customer acquisition sources needed

Online shopping growing

Near perfect market information – products, suppliers, options.

More shopping functionality

Comparison shopping

Increased usage

New online services provide value

24/7 product, installation, repair services

Multi-media (rich media) presentation of information.

Customer product/service ratings and feedback


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B2B Website Benchmarks - How are you performing?

What makes a good B2B website?

The same qualities that make

a good mail plan and inside

sales rep!


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B2B Website Benchmarks - How are you performing?

Acquire, convert, retain!

Acquires new visitors/shoppers.

Targets qualified prospects

Garners a response – “click thru”

2. Converts them to an order

Presents an offer

Allows easy searching, shopping

Closes!

3. Up-sells, Cross-sells

Consults and advises

Makes relevant presentations

Best service/experience

Provides customer service/shopping experience that encourages repeat purchase and retention.


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B2B Website Benchmarks - How are you performing?

How does your website acquire new shoppers?

How does your website convert new shoppers to first time buyers?

Once you have the order, how do you keep it and cross-sell, up-sell?

How do you get the customer to come back?


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B2B Website Benchmarks - How are you performing?

How does your website acquire new shoppers?

SEO/SEM research drives SE listing/ranking.

More key word driven traffic is like more qualified mail circulation

Key words and content drive site traffic

Balance between key word copy and selling copy

SEO is detailed, meticulous work.

SEO is a full time job.

SEO tools:

https://adwords.google.com/select/KeywordToolExternal

http://www.seochat.com/seo-tools/

http://tools.seobook.com/

http://www.webconfs.com/


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B2B Website Benchmarks - How are you performing?

“Site Structure drives SEO”

Dynamic content

Cross-Linking

Correct, changing Meta Tags

Dynamic Menus & Navigation

URL redirection

Google Sitemap (XML) Generation

Productive URL structure

Productive page titles

Affiliate marketing

Customer product reviews

Customer feedback/content


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B2B Website Benchmarks - How are you performing?

How does your site convert shoppers to buyers?

Rule #1: Don’t lose them.

Rule #2: Apply Rule #1.

Monitor pages where shopper leave and reduce abandons.

Home page, search page, item page, cart – four top abandon pages?

Investments in site functionality are like investments in call center training.


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B2B Website Benchmarks - How are you performing?

How does your site convert shoppers to buyers?

Average conversion rates 2-3%, 5-7%+ is possible!

Personalized sites

Cookies or sign-ins drive personalized/dynamic content/recommendations.

Usability

Does it work?

Is it intuitive?

Online search function that works

Search, sort, rank functionality

Failed search report and redirect

“Did you mean?”

Search re-try, live chat help, 800#

Offering best sellers, navigation, browsing


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B2B Website Benchmarks - How are you performing?


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B2B Website Benchmarks - How are you performing?


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B2B Website Benchmarks - How are you performing?


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B2B Website Benchmarks - How are you performing?

Failed Search Tracking Analysis

  • Avoid Failed Searches

  • Suggest Similar Items You Do Have

  • Get Ideas for New Products Your Shoppers Want


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B2B Website Benchmarks - How are you performing?

Other site search functionality includes:

Item search

Filtered search

Results Sorting

Results Ranking

Search Suggestions

Search Wizards

All designed to reduce abandons at site search page.


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B2B Website Benchmarks - How are you performing?

How does your site convert shoppers

to buyers?

Flexibility in product information display. Effective presentation/merchandising is product dependant.

Product Details

Multiple Images, Rich media

Multiple Pricing Options

Alternative Product Option Displays

Grid Item Display

Item Display Priority & Sorting

“Bargain Bin” presentation


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B2B Website Benchmarks - How are you performing?

Alternative Product Option Displays

List

Style

Kit


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B2B Website Benchmarks - How are you performing?

Grid Item Display

(your product photo here)


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B2B Website Benchmarks - How are you performing?

How does your site convert shoppers

to buyers?

What else can you do to encourage an order?

Catalog quick order

Account look up

Notify me (when goods are available)

Purchase order planner (wishlist)

Purchase order approval

Email (item, pending order) to a co-worker


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B2B Website Benchmarks - How are you performing?

Notify Me! (Alternative to placing backorder)

Our Price:89.98 Unit / Each

Item out of Stock. Expected to ship 4/21/09. Order now to ensure delivery.

Please Notify Me! when this item is in stock


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B2B Website Benchmarks - How are you performing?

Pop-Out Salesman


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B2B Website Benchmarks - How are you performing?

Once you have convinced a shopper to place an order ….then what?

Keep that order

Up-sell, cross-sell

Avoid abandonment


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B2B Website Benchmarks - How are you performing?

Intuitive Cart that works!


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B2B Website Benchmarks - How are you performing?

How do you up-sell and cross-sell online just like your best rep does on the phone?

It is possible to double online AOV with automated up-sell, cross-sell functionality.


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B2B Website Benchmarks - How are you performing?

Customer Also Bought / Suggested Items


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B2B Website Benchmarks - How are you performing?

Cross-sell Kits


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B2B Website Benchmarks - How are you performing?

Other functionality that helps keep orders once you have them.

-Price After Rebate

-Price Match

-Hold order for approval

-Shipping method recalculation

-Discount recalculation


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B2B Website Benchmarks - How are you performing?

Shopping Discounts and Promotional Pricing

Shopping Discounts

  • By Quantity

  • By Customer

  • By Item

  • By Order Value

  • Free with Order/Purchase


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B2B Website Benchmarks - How are you performing?

Shipping Calculation


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B2B Website Benchmarks - How are you performing?

Price Match


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B2B Website Benchmarks - How are you performing?

Persistent Cart

Cart stays in tact when

browser is closed & reopened


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B2B Website Benchmarks - How are you performing?

Abandoned Cart Emails


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B2B Website Benchmarks - How are you performing?

How do you keep first time buyers coming back?

Update account details

Update email preferences

Newsletter, frequent buyer sign up

Past order history

Check order status

Re-order from past orders


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B2B Website Benchmarks - How are you performing?

Customer Account Control


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B2B Website Benchmarks - How are you performing?

Reorders from Accounts

Customer can click and

Then is taken to item page


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B2B Website Benchmarks - How are you performing?

Order Tracking


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B2B Website Benchmarks - How are you performing?

Targeted Emails


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B2B Website Benchmarks - How are you performing?

Purchasing Planner


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B2B Website Benchmarks - How are you performing?

What is the best performance benchmark?

Continuous improvement!!!

Measure where you are on each KRA

Monitor your improvement as you improve your functionality/service.

Every site is different.


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B2B Website Benchmarks - How are you performing?


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B2B Website Benchmarks - How are you performing?

Questions?

Terence (Terry) Jukes

President

Ability Commerce Inc.

www.abilitycommerce.com

561-330-3152 x3170


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