All businesses seek to benefit from staying up-to-date with digital and mobile strategies – and not just B2C industries. B2B companies also need to provide comprehensive technical support to retain business, and this involves a strong mobile strategy. If you don’t provide these interfaces, there’s a chance your customers will look for a supplier that does.
As customer expectations continue to rise, you need to make sure that your business is up to the challenge. B2B e-commerce has steadily begun to increase in the realm of sales, and manufacturers are taking steps to increase their B2B e-commerce operations.
No matter if you’ve just started your digital strategy or are further along the path, it’s essential to stay up-to-date with the newest trends and best practices to be sure that your business is reaping the full benefits of e-commerce. Implementing mobile responsiveness and integration is one of those best practices that all B2B companies should focus on.
Why You Need a Magento B2B Mobile Optimization Strategy
With the shift toward more B2B commerce taking place through digital routes, you need to make sure your business has the resources to best serve your customer base. A B2B buyer no longer wants to spend the time on making phone calls and obtaining quotes for their purchases. Instead, buyers want a seamless process that allows them to complete orders online.
Having a strong website is just the start to meeting that demand. Buyers of all kinds want to complete their purchases from anywhere, and often from mobile devices. Your mobile Magento B2B website needs to be just as well developed as your desktop version, with all the same features and responsiveness included. If your mobile site doesn’t match up to expectations, you risk losing a customer.
B2B buyers are already highly engaged with your brand. They also tend to make repeat purchases on a regular basis, spending high dollar amounts in the process. You want to keep these customers coming back, and meeting their mobile optimization needs is one way to do so.
How to Improve Your Magento B2B Mobile Optimization Strategy
Magento is already a strong service for B2B e-commerce. It allows you to set up quick ordering processes, organize your customers and inventory, integrate a quotation system, and even build custom product relations to help with your marketing strategy. Magento websites are also generally mobile responsive, but there’s a lot more you can do to improve your optimization strategy.
- Ensure Frictionless User Experiences
There’s a reason that both B2B and B2C buyers feel drawn to mobile shopping: it’s convenient. Being able to quickly access order information and make purchases is part of that draw, as is not needing to go to a desktop computer to do so. Your site should facilitate that level of convenience, not counteract it.
As such, it’s smart to think of your mobile experience before your desktop one. More people access the internet through their phones these days, and that rule applies even to B2B purchases. Making easy click-through options to get to the desired information with minimal loading time and customer effort will prevent them from becoming frustrated – and more likely to use your website again.
- Personalize Customer Content
Because B2B buyers want to move away from the hassle of phone calls and quotes, there will be less time for you to communicate with them directly. However, that does not mean you need to give up on that connection to your customer. Instead, you can use your digital marketing strategy to stay in touch with them, and customized content for your buyers’ needs is the way to go.
In the mobile realm, you have plenty of options. On your mobile responsive site, you can display new purchasing options based on their previous orders and business needs. If your business has an app, allow customers to set up push notifications. These can be for promotions, order updates, or even reminders to make a new purchase. The more you meet your customers’ needs, the more they’ll feel like you’re trying to keep in touch with them.
- Integrate Your Platform With Your Back-Office Tools
Your e-commerce platform needs to work together with your back-office tools to be at its most effective. When you integrate your all your systems you allow for important order, customer, pricing, and inventory information to automatically synchronize. This minimizes the chance for errors and takes away the need to manually input all the information across systems.
This rule of thumb obviously applies to all levels of your e-commerce platform, but you shouldn’t neglect it when it comes to your mobile strategy as well. Make sure that whatever extensions you integrate are compatible with your systems. When you set this up, you make it much easier to finish preparing your mobile site or application and put it on the market.
- Recognize Mobile Commerce as an Ongoing Process
If you think of mobile optimization as a one-time event, then you’re putting yourself at a disadvantage. Digital transformation is an ongoing process that allows you to integrate new practices to best fit the needs of your buyers. And, as with any business, those needs will change and develop over time. You’ll need to stay on top of the newest technical developments to have the edge over your competitors.
Likewise, mobile optimization can be a complicated process, even when working on a Magento based website. With many approaches and options, you can get lost in the tide. Your best approach is to break your mobile strategy into different steps and focus on one desired outcome at a time. When you do this, you can make optimization into a much smoother process.