B2B电子商务采用指南：如何留住客户

The EssentialB2B E-CommerceAdoption Guide Contents →The Reason Your B2B Web Store Is Struggling: Adoption- Increased B2B web store adoption: what you stand to gain- How does poor B2B e-commerce adoption hurt your business?030406 →Do Your Customers Use Your Web Store?- How do you measure B2B e-commerce adoption, and why is it important?0708 →Five Common Causes of Poor Web Store Adoption- Mainstream e-commerce solutions don’t meet B2B demands- Unreliable information leads to broken trust- Internal resistance results in lost opportunity- Poor communication leaves customers disengaged- Absence of efficient goal setting to track progress101111121213 →Quiz:Is Your Web Store Optimized For E-Commerce Adoption?14 - Foster collaboration with your internal teams- Prioritize customer experience (CX) with personalization- Onboard customers to create brand advocates- Harness the potential of your tooling through SMART goals16171819 →Next Steps:How To Use This Guide To Drive Your Web Store Adoption20 →Bonus Content:SMART Goal template for e-commerce success21 The Reason Your B2B Web StoreIs Struggling: Adoption If you’ve had any experience in or around a B2B web store, then you probably already knowcustomer adoption is half the battle. The reason? It’s tough to meet the expectations of buyers, who are accustomed to seamlessB2C purchasing experiences. Equally challenging is the buy-in of commercial teams, who viewe-commerce projects as threatening at worst, and unnecessary at best. At Sana Commerce, we’ve studied the core components of what makes a B2B web store work.For over 15 years, we’ve helped B2B organizations apply those components to run highlysuccessful web stores, and now, we’re sharing our expertise. In the Essential B2B E-commerce Adoption Guide,you can expect to learn: –Why adoption is integral to your digital transformation strategy and success–What’s stopping your customers from adopting your web store–How you can get them to not just use your web store, but return–Where you stand with B2B e-commerce adoption currently–When you can expect to see actionable results (with the help of SMART goals) Ready to get your B2B web store set up for success?Let’s get started. Increased e-commerce adoption:what you stand to gain Adoption directly correlates toe-commerce project ROI. Let’s start with the obvious: for your e-commerce project toprovide high ROI, you need customers to adopt your web store. E-commerce projects are sizeable investments, and whenadoption is a priority, you reap the rewards of a high ROI.Wondering how? An automated web store empowers your customers withpersonalized self-service, bringing down your cost per sale.Additionally, it streamlines processing that would havepreviously cost manhours, lowering operational costs. Adoption allows your sales teamsto streamline their efforts. A poorly used web store leaves your sales team focusedon managing accounts, without much time for strategicacquisition and retention. When your web store is effective and therefore trusted byyour sales teams, it enables them to streamline their effortsinto strengthening your customer portfolio. Effort that might have gone into client management can nowgo into upsell and cross-sell, and key accounts can get thefocus they require for better relationships overall. Adoption creates opportunity forproduct exploration. A good web store enables customer exploration of the entiresales catalog, making it easier for cross-sell and upsellopportunities to present themselves. Moreover, high adoption can improve traffic, which bolsters yourorganic rankings, creating an additional entry point for prospectsin the research phase of their purchase journey.Open catalogs can entice potential customers who seekinsights on your offering. Adoption provides unparalleledcustomer insights. High web store adoption gives you in-depth access into theway your customers think. You can run A/B tests on web storefeatures, analyze why some products perform better than others,and incentivize cart abandonments with promotional offers. None of this is viable if your customers aren’t using your webstore. When adoption is a priority, you’re able to access insightsthat strengthen your product offering, upsell strategies, andcommercial tactics. Low adoption leaves youvulnerable to competition. Today’s B2B buyers are digitally native, and their expectationsare shaped by the B2C purchase experiences so ubiquitous intheir private lives. Low adoption is a sign your buyers are dissatisfied with yourweb store experience. If your digital channel is not being utilizedby buyers in the industry, chances are someone else’s is.Would you risk becoming vulnerable to your competition? How does poor B2B e-commerceadoption hurt your business? Customers who don’t use your web store translate directly to less ROI, more strain onyour commercial teams, and leaves you less focused on capturing new demand. A poorly used online sales channel has negat