Here’s a question we’re asked frequently: We have a B2C site that our business customers use to buy from us. Is a B2B site really necessary?
Actually, a B2C and B2B user may both be customers of yours, but their similarity stops there! The way each user type behaves, their goals for coming to your site, and their expectations for a brand experience are as different as night and day.
In the B2C world, visitors come to a site to explore, discover new products, or research items for a future purchase. The visitor may turn into a terrific customer with a sky-high lifetime value, but it may take several visits and many days or weeks to get that first conversion — and that’s okay.
An important goal for all B2C sites is to begin building a relationship with a visitor from the moment he or she first arrives. The more time visitors spend on your site, the greater the chance they’ll become your customer. The more frequently they return, even if they just browse, the more loyal they’re likely to become.
B2B site users, on the other hand, are typically existing customers. In fact, users begin using a B2B eCommerce site only after they’ve negotiated a deal and signed a contract. These users expect to see content that is highly personalized to them: custom catalogs, custom pricing, preferred method of billing, and so on. Unlike B2C customers, the B2B users’ goals are to sign on, place their orders, and sign off as quickly as possible.