B2B Website Benchmarks - How are you performing? - PowerPoint PPT Presentation

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B2B Website Benchmarks - How are you performing?

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  1. 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

  2. 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%

  3. 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

  4. 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

  5. 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!

  6. 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.

  7. 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?

  8. 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/

  9. 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

  10. 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.

  11. 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

  12. B2B Website Benchmarks - How are you performing?

  13. B2B Website Benchmarks - How are you performing?

  14. B2B Website Benchmarks - How are you performing?

  15. 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

  16. 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.

  17. 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

  18. B2B Website Benchmarks - How are you performing? Alternative Product Option Displays List Style Kit

  19. B2B Website Benchmarks - How are you performing? Grid Item Display (your product photo here)

  20. 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

  21. 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

  22. B2B Website Benchmarks - How are you performing? Pop-Out Salesman

  23. 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

  24. B2B Website Benchmarks - How are you performing? Intuitive Cart that works!

  25. 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.

  26. B2B Website Benchmarks - How are you performing? Customer Also Bought / Suggested Items

  27. B2B Website Benchmarks - How are you performing? Cross-sell Kits

  28. 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

  29. 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

  30. B2B Website Benchmarks - How are you performing? Shipping Calculation

  31. B2B Website Benchmarks - How are you performing? Price Match

  32. B2B Website Benchmarks - How are you performing? Persistent Cart Cart stays in tact when browser is closed & reopened

  33. B2B Website Benchmarks - How are you performing? Abandoned Cart Emails

  34. 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

  35. B2B Website Benchmarks - How are you performing? Customer Account Control

  36. B2B Website Benchmarks - How are you performing? Reorders from Accounts Customer can click and Then is taken to item page

  37. B2B Website Benchmarks - How are you performing? Order Tracking

  38. B2B Website Benchmarks - How are you performing? Targeted Emails

  39. B2B Website Benchmarks - How are you performing? Purchasing Planner

  40. 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.

  41. B2B Website Benchmarks - How are you performing?

  42. B2B Website Benchmarks - How are you performing? Questions? Terence (Terry) Jukes President Ability Commerce Inc. www.abilitycommerce.com 561-330-3152 x3170