Research suggests that the growth in our digital lifestyle has driven a reduction in the average attention span of a human to a measly 8 seconds, 1 second less than for the average goldfish! This is important to know because it impacts how ecommerce customers interact with websites. In business-to-business (B2B) particular considerations have to be made to maximise the customer experience because website visits are a necessity, rather than a personal choice. Below we discuss what you need to provide an excellent customer experience, that keeps your ecommerce site “sticky”, and retains your customers.
There is now an expectation of being able to engage with a business or supplier online and to have a customer experience that is comparable with leading retail sites. Levels of patience and attention are continuously reducing as ecommerce customers come to expect instant results and therefore, businesses need am ecommerce platform that is designed accordingly. Otherwise, customers will become disappointed and frustrated and may look elsewhere for what they need.
The majority of B2B buyers visit a site because it’s an essential part of their role, either to research and order products or to obtain customer service. When thinking about the design of a website, businesses such as food and drink wholesalers or foodservice companies should consider a busy chef ordering supplies. Would they appreciate a site containing plenty of lifestyle content and bombardment of offers and promotions, or would they prefer a site where they can find and order the products they need as fast as possible? Therefore, it’s essential that websites are tailored to meet the needs and expectations of the target ecommerce customers so that you keep them engaged and interested in your products.
6 steps to keep your customer’s attention
- Ensure your site is responsive – research has demonstrated that a slight increase in page load time can impact both page abandonments and revenue generation.
- Make your site simple and clear – so your visitor can navigate and find what they want quickly. Key marketing messages should be prevalent and not hidden by attempting to deliver too much information.
- Ensure your site is intuitive – You will not be able to train your visitors on how to use your site, and so it must be simple and intuitive to use. Maximize best practice and calls to action to expedite the customer journey.
- Have a good search function – provide flexible search facilities that do not rely on a high level of visitor knowledge, using “google” style fuzzy search and catering for misspelling etc. Provide easy to use filters to allow the customer to simply limit products based on their preferences and requirements.
- Allow Fast Ordering – cater for customers who know exactly what they need and want to transact as quickly as possible – fast order by product code and quantity, repeating previous orders and favourite lists can help.
- Ensure it’s device friendly – so you can deliver an appropriate experience for visitors using a variety of devices from laptops through to tablets and mobile phones.