How do I increase B2B online sales

With these simple means you can increase the sales of your website

The websites of online retailers play a fundamental role in their online sales, as the first impression counts. Neil Patel has a few suggestions on how to put this in the best light to increase sales for the site.

Win the customer right away or lose it in the long run

While users often return to websites when they have had a good experience, the reaction to websites that are confusing, confusing, etc. is usually that the potential customer leaves the site. For a long time, maybe forever. So in order not only to achieve conversions, but ultimately also to increase them, a clear and convincing website is required. In his blog, Neil Patel gives suggestions on how to give the user the impression that a purchase on this site is exactly the right thing to do. This is exactly how sales can be increased in the long term. Aspects addressed by Patel are mainly:

  • keep loading times low
  • emphasize the value of your own products
  • work with real people (and pictures of them)
  • Make contact information available
  • simply state the options
  • Do not force registrations
  • prevent user doubts
  • create an urgency for the purchase

In addition, there is also the option of confirming your own authority. In addition, guarantees or the like can be advertised. Why these possibilities can pay off will be examined more closely below.

Clear and fast, that's what the user needs

In the increasingly fast-moving online world, a website has to load quickly. Also to address the ever-decreasing customer loyalty. According to a Kissmetrics infographic, 52 percent of users consider page load time to be important in terms of loyalty. Overall, 79 percent said that it was unlikely to buy again if the site was performing poorly.

In order to turn users into customers and to keep them, short loading times of a maximum of two seconds are required. There are different approaches to this. On the one hand, images and graphics can be analyzed and optimized. The same goes for scripts. But the volume of HTML or CSS codes can also be restricted, so that loading times are reduced. This aspect plays a role, especially for online retailers with many images for products.

The page loads quickly, but it also needs to make a good impression. Clarity is extremely important for this. If the user has to spend time first figuring out where to click to get to a product or a conversion, he will only get frustrated. A page kept simple gives the user the feeling of getting there relatively easily to his goal. Because actually it is the goal of the website operator. The simple design at Airbnb is a good example.

When it comes to accessibility, the categories about us and Contact information generally be reachable quickly. In addition to the products, users are particularly interested in the contact information. Patel cites a study by KoMarketing from 2015, according to which 64 percent want to see this information on a sales page. However, this study deals with B2B customers, which puts the number in a different light. Nonetheless, this type of information should always be readily identifiable.

Convince the user to dispel his doubts

Often users come to a page with a clear idea of ​​what they want to buy. It is precisely then that it is often annoying for them when they are forced to register. If you decide to purchase something on the site more often, you will understand the benefits of registering. But if you only want to buy something special there once, the registration hurdle can prevent any conversion. However, as with other sites, a picture can work wonders on the registration page. An older study by Signal v. Noise shows that these registration forms show their strength in brevity and with a picture.

102.5 percent more registrations compared to the other model show how much an image appeals to the user. Bloggers too usually have a picture of themselves on their website. That shows authority. This should always be shown on one page for the customer as well.

Awarded seals of approval or the like could be listed. Such can dispel doubts of the user, for example about the value of the products.

In this context, a reference to possible guarantees is also useful.

Explain the variety of options and encourage the user to convert quickly

If the user visits a page that loads quickly, is clear and is able to emphasize the value of the products, the various options that he has should also be displayed to him as simply as possible and not too intrusive. Examples of this are the large online retailers Zalando and Otto. At Zalando, the payment, shipping and language options are soberly presented on the home page.

In this way, the potential customer can already rule out possible problems with the purchase process, etc. Otto, on the other hand, presents a comprehensive selection of the brands that can be found on the website in a bar.

This can also convince the user if, for example, he can identify his favorite brand straight away.

The Hawesko wine mail order company is an example of the combination of these aspects.

But if the impression of the website is right for the user and the offer is convincing, an incentive must sometimes be created so that the conversion also takes place promptly. Limited offers can help. You see time limits just as often as the information that the article is only available in small numbers. Even items that do not include shipping costs in the offer can induce users to make any offline purchases online. However, care should always be taken not to create a false urgency. If the offer runs out tomorrow, fine. If exactly this offer recurs every week, the user will also see it.

In the course of offers can also be advertised with incentives that are linked to registration. This is how you generate leads, possibly also create conversions in sales, and take away the cumbersome character of registration.

Increase sales and pay attention to three pillars

A website's sales can be increased with optimizations like the above. Still, there are three fundamentals to keep in mind when selling online. The user experience of the site, as presented here, plus good service and products that meet the description and requirements. Because even if you sell products with a great website, you can lose customers if your service is poor or, worse, the products don't meet the advertised standards. Because sending back is (almost) always possible.

These basics are self-evident. However, it can help if there is a discreet note on the page that they are being followed. Simplicity and authenticity are required. What do you expect when you come across a website? If you can meet these expectations on your part, the chances of increasing their sales increase. And do you stay on the ball, also in the long term.

Source: Neil Patel, Quicksprout