Doing it better: B2B ecommmerce

While everyone wants to make the latest social networking trend apply to B2B websites, there still is a ton of improvement in the basics, first. I found this report from MarketingSherpa regarding glue/sealant distributor Ellsworth a breath of fresh air, because thats all it is:

Borrow the Best Tactics From Consumer Ecommerce to Revamp Your B-to-B Site:

1. Provide full product information and supporting documents
2. Calculate actual shipping costs for orders
3. Show photographs of every product
4. Provide experts to answer questions
5. Create unique landing pages for top brand name searches
6. Use negative keywords to filter out consumers

While these may not apply to capital equipment companies like mine, I am doing three of the six on my new website right now.

I especially like the concept of the “Glue Doctor”, which they are backing up with live chat, application forms, and other FAQ material. This is a great way to lead the unsure prospect into contacting their company or at least keep them on the site.

(Hmmm, wonder if the Glue Doctor would do videos next?)