Let’s face it - margins for B2B companies are getting smaller thanks to market changes and increased competition. What’s more, the digital landscape is in constant flux as is buyer behavior. You cannot afford to have an eCommerce bust with a site that doesn’t knock the socks off your buyers and strengthen your bottom line. In this complimentary webinar, Liz Duggan, Director of eCommerce at Siteworx, talks through How To Avoid A B2B eCommerce Bust with three steps: 1. Map the B2B buyer journey 2. Utilize Responsive Design to drive conversions 3. Maximize analytics to personalize the buying experience

1. HOW TO AVOID A B2B
ECOMMERCE BUST
AUGUST 18, 2015

2. 1. Overview
2. Map the B2B Buyer Journey
3. Utilize Responsive Design to Drive Conversions
4. Maximize Analytics to Personalize the Buying Experience
5. Key Takeaways
6. Q&A
AGENDA 01
Overview
02
Buyer
Journey
03
Responsive
05
Takeaways
04
Analytics
06
Q&A

3. OVERVIEW

4. THE EVOLUTION OF B2B SALES 01
Overview
02
Buyer
Journey
03
Responsive
05
Takeaways
04
Analytics
06
Q&A
Source: https://www.forrester.com/Death+Of+A+B2B+Salesman/quickscan/-/E-res122288

5. B2B BUYER JOURNEY

6. 02
Buyer
Journey
CUSTOMER PURCHASE JOURNEY 01
Overview
03
Responsive
05
Takeaways
04
Analytics
06
Q&A
Source: https://www.cebglobal.com/exbd/sales-service/the-end-of-solution-sales/index.page

7. 02
Buyer
Journey
SURVEY RESULTS 01
Overview
03
Responsive
05
Takeaways
04
Analytics
06
Q&A

8. 02
Buyer
Journey
SALES QUALIFICATIONS OF A PERSONA 01
Overview
03
Responsive
05
Takeaways
04
Analytics
06
Q&A
Identify who the customer is.
Then apply the following to
that persona:

9. 02
Buyer
Journey
JOURNEY MAPPING 01
Overview
03
Responsive
05
Takeaways
04
Analytics
06
Q&A

10. MOBILE & RESPONSIVE

11. 03
Responsive
MOBILE FIRST 01
Overview
02
Buyer
Journey
05
Takeaways
04
Analytics
06
Q&A
Source: https://www.thinkwithgoogle.com/research-studies/creating-moments-that-matter.html

12. 03
Responsive
MOBILE FRIENDLY 01
Overview
02
Buyer
Journey
05
Takeaways
04
Analytics
06
Q&A
As of April 2015 Google’s mobile search results will give
preference to mobile ready sites.

13. 03
Responsive
PROGRESSIVE ENHANCEMENT 01
Overview
02
Buyer
Journey
05
Takeaways
04
Analytics
06
Q&A

14. 03
Responsive
• Native Apps
• Feature set & release
management is separate
from primary site
• Huge benefit in B2B world
for reps or technicians in
the field
• Doesn’t have to be a 1:1
parity of website
NATIVE APP VS. RESPONSIVE 01
Overview
02
Buyer
Journey
05
Takeaways
04
Analytics
06
Q&A

15. 03
Responsive
• Responsive
• Create
• Once
• Publish
• Everywhere
• Unified user experience
across devices
NATIVE APP VS. RESPONSIVE 01
Overview
02
Buyer
Journey
05
Takeaways
04
Analytics
06
Q&A

16. 03
Responsive
ECOMMERCE LANDSCAPE 01
Overview
02
Buyer
Journey
05
Takeaways
04
Analytics
06
Q&A

17. 03
Responsive
1. Collaborative design & development approach
2. Optimize for majority of users
3. Make performance a priority
4. Don’t define breakpoints too early
5. Don’t jump on the bandwagon
RESPONSIVE CONSIDERATIONS 01
Overview
02
Buyer
Journey
05
Takeaways
04
Analytics
06
Q&A

18. ANALYTICS

19. 04
Analytics
Set
Goals
Measure
ReportAnalyze
Optimize
ANALYTICS LIFECYCLE 01
Overview
02
Buyer
Journey
03
Responsive
05
Takeaways
06
Q&A

20. 04
Analytics
01
Overview
02
Buyer
Journey
03
Responsive
05
Takeaways
06
Q&A
ANALYZE CUSTOMER ENGAGEMENT

21. 04
Analytics
A/B TESTING 01
Overview
02
Buyer
Journey
03
Responsive
05
Takeaways
06
Q&A

22. 04
Analytics
01
Overview
02
Buyer
Journey
03
Responsive
05
Takeaways
06
Q&A
THE ADVANTAGE OF PERSONALIZATION
Source: https://www.internetretailer.com/2014/01/21/personalized-web-content-will-be-crucial-b2b-sales

23. KEY TAKEAWAYS

24. 05
Takeaways
01
Overview
02
Buyer
Journey
03
Responsive
04
Analytics
06
Q&A

25. 05
Takeaways
1. Many paths
based on
personas
2. Remove friction
but don’t wait to
fit everything in
3. Continuously
review, refine &
innovate
BUYER JOURNEY 01
Overview
02
Buyer
Journey
03
Responsive
04
Analytics
06
Q&A

26. 05
Takeaways
1. Determine mobile
strategy
2. Mobile (& performance)
first
3. Review trends holistically
before implementing
MOBILE 01
Overview
02
Buyer
Journey
03
Responsive
04
Analytics
06
Q&A

27. 05
Takeaways
1. Set baseline
2. Track conversion rates by
channel & device
3. Continuously test & refine
ANALYTICS & METRICS 01
Overview
02
Buyer
Journey
03
Responsive
04
Analytics
06
Q&A

28. QUESTIONS?

29. THANK YOU
Liz Duggan | Director of eCommerce
lduggan@Siteworx.com | (o): 872-888-6945 | @Liz_Duggan