{"id":87148,"date":"2021-02-10T07:07:53","date_gmt":"2021-02-10T15:07:53","guid":{"rendered":"https:\/\/oroinc.com\/b2b-ecommerce\/?p=87148"},"modified":"2022-10-27T04:26:46","modified_gmt":"2022-10-27T11:26:46","slug":"top-5-b2b-ecommerce-ux-mistakes-that-hurt-rankings-and-sales","status":"publish","type":"post","link":"https:\/\/oroinc.com\/b2b-ecommerce\/blog\/top-5-b2b-ecommerce-ux-mistakes-that-hurt-rankings-and-sales\/","title":{"rendered":"Top 5 B2B eCommerce UX Mistakes That Hurt Rankings and Sales | OroCommerce"},"content":{"rendered":"

This post was contributed by Tim Ferguson, writer and editor of Marketing Digest.<\/span><\/em><\/p>\n

The <\/span>business-to-business e-commerce market<\/span><\/a> is estimated to reach USD 20.9 trillion by 2027 with an ever-increasing CAGR of 17.5 percent. The burgeoning market with multiple players has made it challenging for retailers to engage their audience with meaningful experiences. Your business website is the central point of your marketing efforts. Hence, even a small UX mistake can impact your ranking and sales.\u00a0<\/span><\/p>\n

UX has a significant impact on your site\u2019s SEO. That\u2019s because awesome experiences improve user engagement, inspiring brand loyalty and continuously attracting unique visitors. Poor UX is the primary reason why site visitors lose patience and abandon the website.<\/span><\/p>\n

Factors like page speed, mobile responsiveness, URL structure, and others talk about the quality of your web interfaces. They help search engines understand your site\u2019s content and track user engagement. Nothing matters more than amazing content presented in a responsive and aesthetically pleasing manner. No wonder, <\/span>Google\u2019s new ranking factors<\/span><\/a> include page experience signals, collectively referred to as <\/span>Core Web Vitals<\/span><\/a>.\u00a0<\/span><\/p>\n

Hence, failing to implement an effective UX design can jeopardize your engagement metrics and ranking. Given below are a few UX mistakes that should be avoided at all costs or it will affect your site\u2019s performance and conversion rate.\u00a0<\/span><\/b><\/p>\n

1. Not Being Mobile-Friendly<\/h3>\n

BCG research<\/span><\/a> indicates that mobile devices drive 40 percent of B2B eCommerce sales. That\u2019s huge!\u00a0<\/span><\/p>\n

B2B customers use various devices to access websites and learn about businesses. A <\/span>typical B2B buyer<\/span><\/a> involved in purchase decision-making at their company is under 35 years of age who\u2019s looking for awesome digital experiences across all devices. So, if B2B eCommerce marketers want to make it big, they need to optimize mobile experiences.\u00a0<\/span><\/p>\n

What\u2019s more? Google prioritizes mobile-friendly sites. So, not having a responsive framework is probably the gravest mistake any business can make as all your other organic search efforts will be in vain. Plus, when they come across a poor mobile site, users will abandon it in favor of the competitors.\u00a0<\/span><\/p>\n

More than half of all eCommerce traffic originates from a mobile device.. They all need<\/span> to be able to search, browse, and shop using devices like smartphones and tablets without hassle. So, it\u2019s important to focus on mobile UX optimization.<\/span><\/p>\n

Understand your mobile design and note down the aspects that may cause user frustration. Examine your site\u2019s images, text sizes, button placements, and load times and work with your developers to build a seamless user experience.\u00a0<\/span><\/p>\n

Retaining customers is critical to B2B eCommerce success as they depend on repeat purchases to survive (unlike B2C where customer churn is a part of life!). Hence, it\u2019s important to create mobile-first B2B experiences.\u00a0<\/span><\/p>\n

Leading B2B eCommerce stores are recognizing this trend and not just optimizing their sites for mobile but also investing in B2B mobile eCommerce experiences, namely, progressive web apps (PWA) to improve their process efficiency and boost repeat purchases.<\/span><\/b><\/p>\n

2. Not Ensuring Optimal Load Speed<\/h3>\n

Slow sites can give your audience\u2019s expectations a big blow. <\/span>More than half of users leave<\/span><\/a> a site or webpage if it doesn\u2019t load within 3 seconds. In fact, the abandonment rate increases with time.\u00a0<\/span><\/p>\n

\"mobile<\/p>\n

[<\/span>Source<\/span><\/a>]<\/p>\n

Though in B2C eCommerce, slow page loading directly impacts conversions, it hits B2B eCommerce sites harder. In a <\/span>B2B Web Usability Report<\/span><\/a>, 66 percent of the B2B buyers surveyed shared that a slow website would cause them to leave immediately and never come back. Yikes!<\/span><\/p>\n

\"slow<\/p>\n

[<\/span>Source<\/span><\/a>]<\/span><\/p>\n

oor site performance can frustrate B2B customers who need to regularly re-order, potentially resulting in lost high-value contracts. These frustrated customers then move to other providers with a better digital experience.\u00a0<\/span><\/p>\n

Site speed greatly impacts conversion rates. In fact, the <\/span>first 5 seconds<\/span><\/a> of a page load time have the highest impact on a site\u2019s conversion rate and sales. Here are a few tips to improve the speed and performance of your B2B website and boost your revenue.\u00a0<\/span><\/p>\n