eCommerceandB2B.com

What is B2B e-commerce

  • Learn B2B
  • Blog
  • PodCast!
  • Members Only
  • About

6 Best Practices to Drive Customer Adoption of B2B eCommerce Sites

6 Best Practices to Drive Customer Adoption of B2B eCommerce Sites

Part of building a great site is marketing the site when it is ready for launch. Conversion, average order value and loyalty are meaningless if your customers aren’t actually using the site.

I received this question the other day:

We are creating this great experience for our customers with great tools to help them do their job easier, now how do we get them to use it?

In other words, how do we get customers to adopt our new site or customer adoption?

6 Tips to Encourage Customer Adoption

A great question, but it doesn’t have just one answer.  Here are a few successful tactics I have seen:

  1. Listen to your customers – use the launch as an opportunity to listen to your customers.  Ask for their feedback, and get them involved in the project.  They are more likely to use your site if they contributed to its development
  2. Build excitement prior to launch – use email marketing to gather feedback and to communicate what is coming and when it is coming.  Get your employees excited about it so they are talking about it.  Create videos and fact sheets to explain the upcoming features and how it will add value.
  3. Soft launch your new site with just a few loyal customers. Get their complete adoption.  Understand how they use the site, and use that data in the subsequent steps.
  4. Create how-to launch videos – at launch date, create video tutorials on the new site place directly on the home page.  Videos are an excellent way to educate.  Create popups that they can click to dismiss, to display the tutorial video. Make it a big deal “BRAND NEW FEATURES FOR OUR CUSTOMERS.” As you see customers using the new site (through analytics), reach out to them and gather their feedback and opinions.
  5. Internal adoption – the number one way to encourage adoption is by your internal team having the confidence that online is the best place to go for information and ordering. If your internal team has confidence, whenever a salesperson goes to a customer, they will show the customer  the site, or pull it up on their iPad. Whenever there is a customer service inquiry, the CSR points the customer to the site by sending them an email link directly to the question and answer. In a chat session, the CSR can do quick training,  transmitting links to tutorials or the answer to their exact question.
  6. Create an email campaign – launch the new features when you are confident through your email lists. Ask for their feedback and make the campaign about listening to your customer and adding value.

It is not ONLY about tactics

If you were to ask Gary Vaynerchuk or Seth Godin this question, they would say you have to be where your customers are at.  Tell the story of your site. What medium(s) are they using?  If they open emails, use emails.  If they like phone calls, then send your inside sales team after them.  LinkedIN, FaceBook, Twitter, Industry forums – yep.  Market where your customers are at.  Don’t market to your customers like it is 2007.  Watch this video:

A Working Search Box!!

FREE COMMUNITY

Justin King and our other thought leaders, take complex B2B eCommerce subjects and make them understandable and actionable.
JOIN FREE

Your Complete Guide to
B2B E-Commerce

  1. Chapter 1
    The Basics of B2B
  2. Chapter 2
    The Components of a B2B Site
  3. Chapter 3
    Creating a Business Case for B2B E-Commerce
  4. Chapter 4
    Review Great B2B E-Commerce Examples
  5. [Download Report]
    E-Commerce Vendors
  6. Chapter 5
    The Secret to B2B E-Commerce
  7. Chapter 6
    B2B E-Commerce Best Practices
  8. Chapter 7
    Your On-Site Search Sucks; Why You Should Fix It
  9. [Join B2B Community]
    Join the FREE DigitalBranch Community
  10. Chapter 8
    Payments in B2B
  11. Chapter 9
    Dealing with Channel Conflict
  12. Chapter 10
    Customer Adoption of B2B E-Commerce Sites
  13. APPENDIX
    Selecting a B2B E-Commerce Platform

Categories

  • Amazon B2B (4)
  • B2B E-Commerce Best Practices (43)
  • B2B E-Commerce Business Case (3)
  • B2B E-Commerce Events (5)
  • B2B E-Commerce RFP (9)
  • B2B eCommerce Jobs (3)
  • B2B eCommerce Sites (9)
  • B2B email marketing (2)
  • B2B Marketing (5)
  • B2B versus B2C (3)
  • Commerce and Cart (2)
  • Complexity (1)
  • Customer Experience (10)
  • Discovery (1)
  • Distribution (4)
  • E-Commerce Strategy (21)
  • ERP (1)
  • Framework (9)
  • Globalization (1)
  • Implementing E-Commerce (2)
  • Mobile (2)
  • News and Happenings (24)
  • PodCast: B2B eCommerce Secrets (4)
  • Presentations (4)
  • Product Content (7)
  • Relationship-Centered E-Commerce (5)
  • ROI (2)
  • Search and Navigation (5)
  • Search Engine Optimization (2)
  • Social Media (4)
  • Training (1)
  • Trends (24)
  • Uncategorized (10)
  • Weekly Recaps (2)
  • zRandom Articles (3)

THIS SITE IS BROUGHT TO YOU BY:

B2X_Identity_Black

Copyright © 2021 · ECOMMERCEandB2B.com · Privacy Policy · Log in