B2B content strategy for eCommerce is an often overlooked area. While features and user experience are critical success factors for an effective B2B e-commerce site, content is also an important area to focus.
B2B users typically belong to various departments and hierarchy, Every content in your B2B eCommerce site, whether it is product pages, catalogs, demo videos, user manuals, ‘how-to’ instructions, etc., should appeal to all.
Successful B2B eCommerce businesses have blended commerce and content to create engaging websites.
Let’s take a look at some of them.
You will notice that the site highlights three key benefits of what one can expect from this B2B store. Showcasing your brand’s strengths up front builds confidence for first-time buyers.
The site’s main page has a section with plenty of online resources to help users get more information.
The B2B site shows different categories of washers. Notice the short descriptions giving a quick preview of where the washer will fit. So, even a novice would be able to complete his order by quickly finding what he was searching for.
The product description page with various configurations available is listed. The takeaway here is the amount of detailing, you need to provide for a B2B customer.
Alongside the product’s overview, you have the recommended products listed in a typical ‘B2C’ style. Promoting recommended products across various pages on the site can help increase the average cart value of your B2B customer significantly.
A detailed shipping info that includes shipping costs calculations, in-store pickup options, delivery time estimation and a list of holiday schedules can be a helpful resource for most users.
Look at the ‘For help’ section in a Product Detail page, highlighting support information which can help users, especially the ones visiting the site for the first time.
Artifacts such as the user manual, are listed upfront for buyers to easily download.
Quantity-based discount information is shown explicitly which can help to increase the average sales per order.
Security and safety standards are displayed in homepage prominently providing confidence to the new visitors.
The advantages of creating a User Account is clearly explained. This can help increase subscribers count.
On scrolling over each image at PLP, the image changes with a tooltip, a clever way to highlight the utility of the product in simple phrases.
The shipping details section is offered in every PDP encouraging the buyer to complete the purchase as there is full clarity around when the product will arrive.
The PDP displays a ‘how-to’ video prominently for easy understanding of where and how the product can be used.
The B2B site has important statistics. Knowing the brand strengths help inspire confidence when buying products.
Careers display actual team image to strengthen the credentials.
The map helps identify the local store easily. The branches and states covered shows how the brand is localized across the country.
The resources section includes a catalog download option and a quiz for user engagement.
Highlighting the quality credentials of the company assures the visitor about the standards followed.
Listing all the recent updates to inform users about the new features and important milestones achieved can create an impression that the site keeps getting newer updates.
Utilities like calculators and e-tools simplify tasks like product and competitors comparison.
We have seen some of the best practices of how B2B brands use content effectively in their eCommerce websites. Most of these examples refer to the level of detailing of information provided to users, and thereby creating a superior online experience.
Are you looking to devise an effective B2B content strategy for your store? Reach us out for a free consultation.