Emerging technologies and B2C ecommerce practices have reshaped the expectations of today’s B2B ecommerce consumer. With the majority of B2B transactions now occurring online and across various digital channels, B2B buyers have come to expect simplified and seamless experiences like those they have grown accustomed to within the B2C ecommerce marketplace. Yet unlike B2C, the B2B ecommerce transaction can be based on more complex systems and processes, such as configurable product offerings, and many B2B organizations often lack the resources and capabilities to truly enhance the digital experience to meet growing customer demands.
Digital Experience Analytics, which was once considered expensive and directly targeted to B2C ecommerce, is now more accessible and affordable to B2B organizations and can play a pivotal role in improving the customer experience and accelerating digital innovation in B2B eCommerce.
Prioritizing the B2B digital experience
As the B2C trends shift into the B2B world, B2B organizations must prioritize new ways to improve their online channels and business processes to respond to evolving customer needs and wants, stay competitive and increase conversions that boost the bottom line. With B2B buyers now engaging with companies in multiple ways, whether it be desktop, mobile or mobile apps, it is essential that that B2B organizations not only understand what is happening in the customer journey but why it is happening so they can quickly address and remove obstacles and further streamline business processes. In addition, organizations that look to be successful in digital transformation efforts also need to take measures to overcome the following B2B challenges:
- Managing complexity with back end systems
- Gaining visibility into customer experiences
- Delivering operational efficiency across online business processes
- Offering collaboration across entire organization
- Providing consistently optimized experiences across all channels
Digital Experience Analytics can be instrumental in this undertaking as these solutions supply the advanced analytic tools needed to achieve insights that will help move B2B business forward.
Value of Digital Experience Analytics
With rising customer expectations and much of the decision-making processes taking place online, B2B eCommerce companies that want to remain competitive need to better understand customer behavior and quickly recognize inefficiencies in business processes to offer optimized B2B buying experiences and further digital transformation. To accomplish this, it is essential that B2B companies secure the right customer data and apply it to truly comprehend customer interactions.
B2B organizations that have embraced digital experience analytics have quickly realized the value of converting their customer behavior data into actionable insight to help with:
- Identifying process steps that may require enhancements and recognizing specific segments that may be underperforming
- Understanding engagements and struggles across product pages and tools, and compare different data sets
- Quickly detecting and analyzing user struggle to swiftly rectify issues to improve support applications
- Gaining advanced insights into search terms and click through behaviors to assist in optimizing search terms
- Creating unique and personalized experiences to meet the needs of all customers and effectively provide compelling content across the customer journey
Digital experience analytics, like Tealeaf by Acoustic, offer B2B organizations with an unprecedented view and valuable insights into the customer journey that can help reduce customer struggles and eliminate obstacles that prevent conversions to offer seamless and personalized experiences!
Applying B2B Customer Use Cases with Acoustic Tealeaf
Tealeaf, a digital experience analytics solution of Acoustic, is a powerful analytic tool that can tells you in real time, what your customers are doing on your digital properties. In addition, it enables B2B organizations to create a variety of use cases to improve the on-line experience and efficiency in business processes. Here is a look at some of the use cases and the business benefits of each that can be realized in B2B eCommerce by leveraging the capabilities of Tealeaf:
- Business Process Conversion
Uncover customer struggles or usability issues in business processes to identify process steps that may require enhancements and recognize unique segments that may be underperforming, allowing you to root out inefficiencies across the flow of your critical business processes and boost conversions.
- Product Selection and Configuration Tools
Analyze product page metrics like page views and click through rates to understand engagements and struggles across product pages and tools, and compare different data sets to further identify what content is engaging and what content may be lower value and require optimization.
- Improving Support Processes
Create struggle factors based on pertinent events taking place on your site and set struggle thresholds and alerts to quickly detect and analyze user struggle, allowing you to swiftly rectify issues to improve support applications and optimize overall user experiences.
- Onsite Search Optimization
Analyze customer behavior before, during and after performing search on your site to gain advanced insights into search terms and click through behaviors to assist in optimizing search terms and improving search functions
Segment customers by needs and buying behavior, enabling you to create unique and personalized experiences to meet the needs of all customers and effectively provide compelling content across the customer journey for each group.
Want to explore more B2B eCommerce customer experience use cases that you can apply with Acoustic Tealeaf? Click here to download our B2B eCommerce Customer Use Case eBook!