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B2B Companies: 3 Tips to Improve Online Product Content for Conversion

Mihir Kittur, Co-founder and Chief Innovation Officer, Ugam,


The audience may be different but the process is still the same. B2B companies need to be just as vigilant with online product content as their B2C counterparts in the retail world. Lack of pertinent product information on B2B ecommerce sites can result in a poor customer experience and have a negative impact on the business.

If you are a B2B vendor, you can and should borrow a page from the B2C playbook and see what information your website is lacking. What sorts of missing information should you look for? It can be anything, from multi-view product images to technical specifications or SEO keywords and main product features. Leaving out even just one of these details can be a major deficit for customers who are looking to place large orders, and may need specific information before they can purchase.

Neglecting to include pertinent content can leave customers with specific questions that will either lead to a customer service headache or a loss in business.

How can you tackle this issue and boost web traffic, conversions, and the overall customer experience in the process? Start with these three steps:

Step One: Evaluate what you already have
Analyzing existing product content to identify gaps is generally the first thing you need to do. The most scientific method is to select a set of underperforming SKUs that are seeing low conversions or low traffic (and the highest call volume with questions) and conduct the initial analysis. That group will ultimately be compared to a control group to identify how certain content updates may make a difference.

Step Two: Do your research
After making observations on the existing product content, you should solidify popular keywords for each individual product. Google AdWords is a good place to start collecting this information. Typically, you want to arm yourself with three to five popular keywords per product to inform content development for those product pages. Popular keyword research helps standardize product names, assign attribution of SKUs, and can even help source or edit images, videos, or user manuals. It can also contribute to search engine optimization (SEO) for your products by helping them get listed in the top 10 results on Google.

Step Three: Adjust, measure, improve
The analysis often reveals product pages that need significantly more detail to help customers make purchasing decisions. It can also reveal a lack of consistency in product names, making it confusing for a customer who is searching for particular product specifications. After you make the necessary content improvements, the last step is to monitor specific traffic and conversion metrics, including product page views, page exit rates, conversion rates, and order rates, as well as Google page rank. By standardizing the pages and product names, and adding the missing images, specs, and keywords, you should notice those metrics moving in the right direction.

Take a deeper dive into your own website’s content to see how you can improve and ensure your business delivers the shopping experience your customers deserve. Don’t underestimate the dramatic impact that a few small tweaks can have on the overall customer experience. Just one tiny adjustment to a product description or feature can leave a noticeable influence on the bottom line.

Some of the content in this article originally appeared in B2B E-commerce World on February 27th, 2017.



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