The long sales cycle means that B2B eCommerce sites will sometimes receive form submissions or phone calls long before sales actually occur . So you'll need to find other ways to measure the effectiveness of your on-site marketing efforts in the pre-purchase period. Potential metrics at this stage can be broken down into a few categories:
Awareness: Are you seeing more branded searches? Are you gaining traction on social media?
Consideration: Are you getting more repeat visitors (assuming most of them return before purchasing)? Are they coming from regions within your service geography? Are they visiting mid-funnel or lower-funnel pages (e.g. product pages)?
Conversion: Are visitors turning into leads? Do people who italy phone number data downloaded specially highlighted or gated content respond to your follow-up messages and return to your site?
Over time, measuring these micro-conversions will allow you to answer other questions:
Where in the Buyer Journey is the person downloading document [X]?
Which types of micro conversions have the highest lead generation value? Which moments in the customer journey do they correspond to?
It's worth noting that in each case, a micro conversion is only valuable if it leads to a macro conversion (a sale). Remember that optimizing solely for micro conversions has its risks .
Conclusion
When looking to create a great B2B website experience, consider the following:
1. Consider your company's unique needs. If you have high total order value, sell in high volume, or sell the same product to both B2C and B2B customers, you need to go beyond simply mimicking the best B2C eCommerce sites.
2. Communicate the value of your brand and your product. It’s important not only to provide your existing customers with the convenience of online shopping, but also to optimize your site to convince new visitors to buy from you.
3. Create B2B-specific content. The person browsing your website isn’t the only one you need to persuade. Case studies on product pages will give the person responsible for the purchase arguments to convince their management.