How to boost sales and B2B customer loyalty with improved UX

Ethan Cumming
Content Writer

When it comes to attracting new customers and then, just as importantly, retaining them, user experience (UX) is key. Perhaps UX is a bit of a buzzword that is banded around in the world of B2B e-commerce, but how many have stopped to consider what it actually means, and why it matters?

In simple terms, UX refers to the journey that your customers go on to complete a purchase. Buyers today tend to be millennials and they expect your processes to be as smooth as those found at the likes of Amazon. Getting this right matters. By honing your UX, reports suggest that you can boost your sales by 10-15%. Sound good? Let’s have a look at the steps that you need to take to get there.

Keep it simple

Successful B2C e-commerce sites have one thing in common: the buying process is quick and easy. When it comes to B2B e-commerce, things are naturally more complicated, so it’s even more important to actively simplify the buyer journey. Research shows that B2B buyers are less than satisfied with the process and see it as far too time-consuming.

To provide the UX that your B2B buyers want, you need to ensure that your website is easy on the eye. We don’t just mean aesthetically pleasing. It’s more about being easy to navigate and finding exactly what you need. Take steps to optimise your site. Work on the navigation aspect and reduce the number of steps needed to go from browsing to checkout. 

Customer service matters

If you want your B2B customers to remain loyal, you need to be there for them when they need you. There are times when a buyer might have pre-purchase queries or is looking for a delivery update. Whatever the reason for contacting your business, your customers are looking for an instant response.

By offering a 24/7 service, even when your customer service team is unavailable, you can keep your buyers happy. Look into the likes of chatbots, adding a help centre to your site, and automating as many processes as possible. Yes, there is much to be said for the human touch, but many buyers appreciate the efficiency of automated help. 

The omnichannel experience 

B2B buyers want to be able to do things in a way that suits them and at a time that suits them. It could be that one day they complete a purchase via their desktop. The next purchase could see them only having their mobile to rely on. Maybe they’re looking for more information about you and so turn to social media. Wherever they turn, there needs to be consistency: a consistent message and a consistent experience.

Frictionless checkout with built-in credit terms 

If you ensure that your checkout experience is fast, simple, and efficient, customers are going to keep coming back. B2B buyers often seek suppliers who provide an option to utilise trade credit at the checkout, but many B2B e-commerce site operators shy away from this as it can be incredibly complex to offer payment terms online.

At Hokodo, we can help to transform your checkout process. We ensure that your customers have the payment terms that they’re looking for while you get paid upfront. To see just how our B2B Buy Now, Pay Later solution works, why not book a demo today?