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Get Higher Conversion Rates with UX Design Tips for Better B2B eCommerce Web Design

Effective web design is a crucial element for success with any online business, especially in the eCommerce industry. B2B web design can be a major asset to your eCommerce business. But, it’s only effective when your website is implemented correctly. All eCommerce businesses need a user-friendly website to drive conversions.

One of the biggest mistakes made in the eCommerce industry is poor design. Without effective UX design, your audience won’t be the only ones who turn away from your business. Responsive, effect web design is necessary for your SEO strategy. If businesses want to meet the latest Google standards, it’s important they pay attention to the look and functionality of their website. Let’s take a closer look at the important elements of UX design and how you can turn your B2B eCommerce web design to a conversion driving sales machines.

What Is UX Design?

User experience design, also called UX design, is the process of creating products that provide a meaningful and relevant experience for your users. From start to finish, the design process encompasses multiple steps. When you acquire and integrate products into your eCommerce website, you need to focus on every aspect of your design. This includes branding, usability, functionality, and more.

UX design is essentially the entire online journey of users when they land on your websites. That means it involves multiple steps. From visual design to programming, UX designers combine a variety of web elements when creating your eCommerce store. Easy accessibility, creative interaction, and catering to your target audience are just some ways designers work your UX design.

The right UX design for your eCommerce business will consider the what, why and how of your product use. Why are users’ motivated to purchase your product? What will they do with it? How can your UX designers deliver your products in the most accessible, effective, and aesthetically pleasant way?

UX Design vs. UI Design in eCommerce

Too often, online professionals mistake user experience design for user interface design. While UX design and UI design are not interchangeable, inexperienced web designers will lead you to believe they are. Usability and User Interface design are essentially smaller aspects of UX design. UX design covers a vast array of areas beyond UI design and usability.

When you hire a UX designer, they focus on the entire process. Before your potential customers even pick up the device, your UX designer wants to make sure you acquire and integrate your products into your website in the most effective way possible. When you deliver an amazing user experience overall, you deliver a solution to your consumers from the introduction of your product all the way through to ownership.

A quality B2B eCommerce web design company will focus on creating a website that shows your products are usable. They create a sense of pleasure, efficiency, need, and fun surrounding your products. The best way to drive conversions is to play to the emotions of your consumers. While the is no single definition of good user experience, you can meet your users’ needs by implementing a wide variety of elements in your design.

UX Design Tips to Drive Conversions with B2B eCommerce

If you want to boost your online sales and drive conversions, there are several important tips you can follow for success. Talk to your UX designer about implementing the following into your design:

1.Smooth Navigation Throughout Your Site

As with any website, smooth navigation is crucial to your eCommerce success. When it comes to B2B eCommerce web design, navigation is one of the first factors of design your team should address. Smooth navigation leads to lower bounce rates, as viewers spend more time looking around your website. The longer you keep your audience on your website, the more likely they are to take action with your business.

Although most users know what they want, can they find it when they land on your website? If your audience has difficulty finding what they need, they will quickly move on to another eCommerce business who makes the buying process easy. Before you talk about navigation, you need to identify your buyer’s intentions. This will help your designer create the most effective navigation for your consumers’ needs.

Because of the complexity of B2B eCommerce websites, detailed product descriptions are often necessary to deliver your viewers the information they need. Detailed product specifications, technical data, compatibility, and customized products should all be taken into consideration before you build your website’s navigation.

Since B2B eCommerce is slightly different from a general eCommerce website, you should also talk to your design team about implementing the appropriate B2B purchase pathways in your navigations. B2B often requires the ability to choose things like:

  • Customer-specific shipping methods
  • The ability to save order lists in the shopping cart
  • Flexible pricing options
  • The ability to create purchase orders
  • The ability to review orders

If you want to deliver a seamless user experience to all your B2B customers, you need to incorporate these elements into your site navigation to accommodate your target audience.

2.Implement Effective Content

The fact remains that content is still king! And that goes for B2B eCommerce, too. While your B2B eCommerce site uses some videos and imagery to deliver information to your viewers, old-fashioned content is still critical to your UX design. You should use your eCommerce site to deliver relevant, important information to your viewers. You can do this throughout your entire eCommerce site, including product categories, product descriptions, and your on-site blog.

While content is essential, you need to make sure you deliver it effectively. From a UX design perspective, you should prioritize and optimize your content while making sure you aren’t overwhelming your audience. The most effective content is valuable, informative, and educational. The more effective your content, the longer users will stay on your website.

So, how do you create effective content for your B2B eCommerce website? Keep the most important information in the pre-scroll area. Get straight to the point when you explain products and services. Tell your customers what they want and use minimal words to do so. Create a tangible need for your products and services that educate consumers on the potential ROI of their investment.

3.Know How to Place Call-To-Action Buttons

Call-to-Action buttons are important for your UX design, but they need to be placed on your website the right way. Make sure they are both eye-catching and easy to find. CTA buttons should always appear above the fold. While you might get excited about creating a fancy design, keeping it simple is the best option when it comes to CTA buttons.

You want to use your CTA buttons to draw your consumers’ attention without begging them to take action with your business. CTA buttons should be visible, simple, and never a distraction for your viewers.

4.Display Your Credible Brand Reputation Properly

While trust is one of the most important factors when a consumer chooses who to do business with, it is even more important in B2B eCommerce. Why? B2B eCommerce involves a considerable long-term investment for decision makers. When you display your brand credibility, you establish your business as a trusted brand. Credibility should be part of your UX design from the start.

One of the easiest ways to establish brand credibility is to incorporate customer reviews and testimonials into your design. Since word-of-mouth is one of the most effective ways to build trust in the B2B world, the opinion of your current customers holds a lot of weight. Authentic reviews, references, and testimonials can give your brand the credibility you need to grow.

Talk to your UX designer about ways you can implement brand credibility into your design. Create a logo wall for current clients. Add a list of all your certifications and awards. Implement a testimonial page into your design. While these efforts might seem meaningless, you would be surprised at the significant positive impact on your business.

The Importance of B2B Mobile Design

In addition to quality UX design for your B2B eCommerce site, a good mobile experience is crucial. While the mobile design is almost second nature with every effective website online, does the same go for B2B eCommerce sites? The short answer is absolute. Google recommends that developers create websites that incorporate mobile design into their development strategy. Mobile design is a critical part of effective website management today.

If you want your website to rank higher for SEO, B2B eCommerce mobile design is crucial. No matter what your website does, the most effective way to deliver content to your users is to create a mobile-friendly eCommerce site. When it comes to B2B eCommerce mobile design, businesses have two options. B2B eCommerce mobile websites will either use responsive design or mobile dedicated sites. The right option for your business depends heavily on the unique functionality of your website and what you need your B2B eCommerce website to do.

While there is no “one size fits all” solution for mobile design, the important thing to understand is that whether you use a mobile dedicated site or a responsive design, you MUST integrate one or the other into your B2B eCommerce site. This is the best way to serve the needs of all of your users and meet the search engine standards that boost your rankings. B2B eCommerce businesses who follow these guidelines benefit from higher conversion rates and increased and continued business growth as the year go on.

B2B eCommerce Mobile Design Trends to Follow for Better Conversion Rates in 2019

If you want to enhance your mobile design in 2019, you should expect to invest in the following trends.

Omnichannel eCommerce

The best way to increase your conversion rates is to make it easy for customers to purchase your products. Regardless of how your customers are doing business with you, you need to deliver a quick, smooth, easy buying experience. Otherwise, they will go to your competitors. The multichannel approach to eCommerce allows you to deliver a consistently positive customer experience on every channel you use.

In 2019, B2B buyers will expect your business to create an experience that is as easy on your mobile app as it is to walk in a store and do business. When you effectively brand your business across all channels, you need to keep consistency in mind. Offer the same buying options, with a seamless shopping experience, in a multichannel approach and you will reap the benefits of much higher conversion rates.


Believe it or not, the average B2B buyer today is a millennial. That means they want to deal with the internet or messaging over real-life interaction as much as possible. This has lead to an increase in the use of chatbots. When buyers need help with their shopping experience online, they rarely want to have to pick up the phone.

Chatbots create an easy solution to this problem. When a customer needs to ask a question, chatbots can deliver the answer in seconds. Right now their main use is for basic customer support. They are programmed to respond to common questions a buyer might ask during the purchase process. But, in 2019, we can only expect chatbots to advance and their use to become even more popular.

Augmented Reality

AR is a solid B2B eCommerce trend we can expect in 2019. This amazing use of technology that comes from augmented reality allows businesses to showcase their products to buyers without there being a need to come into any brick and mortar store. Through the use of AR, your customers can see your products in action, even allowing them to virtually place them in a room in their own house before they buy.

When it comes to B2B eCommerce, augmented reality will allow your business to create interactive product catalogs that give your shoppers the ability to click to see more details. Anything that makes your customers feel a great vibe about your products is an effective way to boost sales. AR makes that happen without anyone ever having to see or feel your products in person.

Virtual Reality

Like augmented reality, virtual reality works to connect the physical and digital worlds without making customers feel like there is a difference. Virtual reality is more immersive than augmented reality, recreating the real world in a digital setting rather than adding a digital layer to your world.

When it comes to B2B eCommerce, VR can give your business a more personalized feel. Through the use of sight and sound, you can create a virtual showroom of your products, giving your shoppers the ability to virtually reach out and grab them. This brings more engagement to the shopping experience and leads to a better user experience.

Voice Search and Shopping

Last, but certainly not least, voice search and shopping are going to blow up in 2019. Through voice assistants like Siri and Alexa, more people have become accustomed to speaking their requests rather than type. Not only will people continue to use these voice prompted search options, but we can also expect customers to want to shop the same way.

Voice shopping is expected to reach record heights in the next few years, that’s why 2019 is the year to make the change. By 2020, around 50% of searches are expected to be done through voice assistance. You’ll need to jump on board with this trend if you want to drive sales and crush the competition in the years to come.

When you begin to add in some of the mobile trends expected for 2019, you will create an eCommerce plan that gives you a competitive edge against other B2B buyers. It’s important to follow UX design principles that will enhance your business. As you design your eCommerce B2B website, keep the above design tips in mind.

When you design a website that delivers to the complex needs of your B2B customers, you will notice a rise in sales conversions. The above tips will help you build a user-friendly, effective, and profitable B2B eCommerce website that improves conversion rates and drives better results.

The greater the user experience, the happier the customer. That translates to bigger business growth and record sales that increase revenue and bring your B2B eCommerce business long-term sustainability into the future. Anything you can do to keep making your buyers’ shopping experience easy and seamless will keep them coming back for more from your brand.

Want to find out how your B2B eCommerce business can get higher conversion rates? Discuss your options with a member of our team today!