How far would you go to buy a Porsche for 50 cents? Would you walk down the block? Would you take the bus out of state? Would you spend 30 years circumnavigating the globe with 80 lbs. of sheet metal strapped to your back and handcuffed to a giant cassowary?
(Editor’s Note: A cassowary is a quite ferocious and quite still-alive dinosaur bird.)
“Want to save a few bucks?”
Your answer tells us a lot about what’s really important when implementing B2B eCommerce best practices.
Many e-businesses believe that the most important aspect of B2B eCommerce best practices is lowering the end price of products and services. It’s sound logic. Customers like to save money, and there’s no shortage of 99 cents stores, advertised sales, and cost-conscious consumers out in the brick-and-mortar world.
But as our Porsche example shows, there’s a limit to what customers are willing to go through for cost savings. And with or without the cassowary, customers are not willing to suffer through a poor customer experience to save some cash. When you implement eCommerce best practices for your B2B site, optimizing the actual experience of your customers supersedes your “Buy One; Get One 15%” sale.
Recent research supports this. A report by Avanade shows that the value of the customer experience exceeds cost when customers are asked to rank their top factors in B2B purchase decisions. Customers are willing to pay up to 30% more for a superior experience.
And those eCommerce customers are more than just talk. They back up their words with actions. More than half of those surveyed in the Avanade research said that they paid more for a product in the past six months because the customer experience was better than the competition, despite the competition being less expensive.
This reinforces a strict principle for B2B eCommerce best practices: Customers want it easy. They want it easy to find the right products, and they want it easy to purchase those products.
Online B2B customers want self-service portals, responsive design, and personalization. They don’t want to make online purchases while chained to a large feathery monster. So if your customer experience is akin to a large feathery monster, that’s why your prices don’t matter.
At Dynamicweb, we like to say that eCommerce vendors need “more than a shopping cart.” (Click here to read our free whitepaper More Than a Shopping Cart.) This means that customers want a complete, high-quality eCommerce customer experience. And they’re willing to pay more to get it.