Blog

menu

Home » Real Talk »

Why Aren't Your Customers Buying Online?

http://www.xsquizzit.com/libraries/images/enews-realtalk/realtalk_header.jpg

Why Aren't Your Customers Buying Online?

You have a website you’ve invested time and money in - and it works pretty great. A solid percentage of your customers use it and it’s made their life (and your life) so much easier. Yet there is still a large portion of customers - often a much higher percentage - still ordering using traditional channels (phone, fax, face to face and even email) which are undoubtedly creating more work for your team. You would like to convert from whichever method they are accustomed to and have them ordering purely online.

There are a couple things that we need to remember about B2B customers that differ from retail customers - B2B customers are generally more price-concious, they are relationship driven and enjoy informative content. We also know that it is much cheaper for customers who have already bought from us to buy again, rather than finding new customers.

SO WHAT'S STOPPING THEM?

1. Fear
At the core, businesses are relationship driven and relationships happen between people. People are fickle beings - we have many fears, especially around new, unchartered territory. Some of us jump head first into new ventures while others prefer to play it safe and see how something plays out before we even consider dipping our toe. Overcoming a fear is almost always as simple as doing the thing we are scared of and realising it’s not that bad. It can be a time consuming task to hold our customers hands through the online shopping process, but I assure you the outcome is very much be worth the investment.

Depending on the amount of customers you have there are several strategies you could implement to present buying online as an opportunity.

  • Sending an email blast with the benefits of buying online.
  • Include clear instructions on how to buy online.
  • Call them and walk them through it - you can choose one or two of your biggest customers per week and implement this.
  • Set up logins for your customers and send them out.
  • Offer a limited discount for new online orders… if they do it once, it’s unlikely they will order any other way.

2. Usability
This really is a no brainer but if your website isn’t user friendly, even seasoned shoppers won’t want a bar of it. Go through your public facing website and see where you could be losing your customers. Your Google Analytics can tell you when people are dropping out and leaving your site. Some of the biggest reasons customers drop out are:

  • Difficult sign up process
  • No contact information, phone number or clear call to action
  • Lack of message (it’s not clear what the company does)
  • Popular stock photos that are used across many websites
  • Animated ads
  • Video or audio that plays automatically

Enquire about our Online Experience Review to find out what it is about your website that is stopping your customers.

3. Account sign up

One of the most frustrating things for any kind of account customer is a long and arduous account application process. I’m online and I want to buy now! Often, I have to fill out and print an account application form, consider allowing me to register as a cash trade customer and then follow up with an offer to sign up for an account. However, in certain business an account is mandatory. If the account application is necessary make sure that the steps are clearly laid out and I will know what to expect when I’ve sent the form.

4. Getting your reps on board

Your sales reps are your greatest access to having your customers order online. They can guide your customers through the ordering process and after a certain amount of time they are most likely going to be steering your customers to online ordering. Initially reps fear the system will replace them but in practice it allows them to sell far more effectively. It will give them time to work on their client relationships and focus on selling the products.

If your sales reps aren’t encouraging your customers to buy online and aren’t putting in any of the offline orders in, it’s going to be an even harder transition. Using Rep Space, each of your reps has their own account which they don’t share with anyone else and is connected to their account in the ERP system. Rep Space is a great middle ground for orders to be placed online and it will cut out a big percentage of your admin work.

To find out more about Rep Space, shoot us an email or give us a call on 1300 123 500.

Til next week,
Kasia