Website Add-ons for Driving Sales on B2B eCommerce Sites

Michael Elmgreen
May 28, 2015

What does the ideal B2B eCommerce experience look like for your customer? Thinking about this question, you may want to consider implementing useful website add-ons, which can provide significant value to your B2B eCommerce environment, allowing you to encourage initial purchase, upsell or cross-sell and offer a superior, more connected customer service experience. Often, individual components of a B2B eCommerce portal experience can require specialized and advanced technology that extends beyond the capabilities of the core platform to deliver the best possible experience. Luckily, you can already access a robust ecosystem of eCommerce add-ons and modules designed to deliver a wide range of improvements to your site. In this article, we’ll review a few of the most popular enhancements.

Website Add-ons for B2B eCommerce Sites


Embedded real-time chat offers buyers a simple way to instantly ask questions during business hours without the hassle of picking up the phone, providing them with any information they need to make a purchase without leaving your B2B portal. Research from eDigital found that live chat has the highest satisfaction levels of any customer service channel, with 73% (compared with 61% for email and 44% for phone). Companies often report that live chat software enables them to address the kinds of particular questions that aren’t common enough to warrant an answer in a standard product specifications page or FAQ section, but can still make or break a sale. There is also growing momentum for live video chat as bandwidth availability increases, providing a more authentic and personal human touch to the purchasing experience. Amazon Mayday is probably the best known example of early widespread usage of this technology to enhance the customer service experience.


As a result of Google’s transformation of the web content discovery experience, search driven interfaces are becoming an extremely desirable alternative to other navigation paradigms. Many eCommerce vendors are recognizing search as a core part of the user experience and are looking for best-of-breed technologies to provide superior relevance in results and speed. Predictive search providers allow for fast read-ahead capabilities that anticipate user intent and allow users to get quickly to relevant products or categories without completing their queries fully. Oftentimes, this technology can also provide a “quick view” visual representation of relevant results allowing direct navigation to a specific destination with minimal characters typed. Faceted search providers allow B2B eCommerce stores to provide intuitive filters that complement traditional keyword-based search interfaces and allow for fast results refinement, enabling the user to quickly tailor the search results to their needs. Finally, spell check modules allow for suggested query corrections that will increase the probability of landing on a relevant results page for a user who misspells a product or category name. Improving the search experience increases the navigation speed on your website, as well as the discoverability of your products, leading to shorter session times and higher probability of purchase.


These modules enable integration to popular Analytics packages like Google Analytics, or providers with dedicated and tailored analytics and reporting for B2B eCommerce environments. Tracking the volume of unique site visits and login events, cart abandonment rates, popular product pages, search query information and average session time can yield key insights that enable you to make better decisions on the design, layout and navigation of your B2B eCommerce website, whilst providing insight into customer demand. All-up business analytics will also enable you to examine the performance of your B2B eCommerce site as a whole and understand all-up visit-to-purchase conversion rates and site performance metrics that are crucial indicators of adoption and user experience. What add ons do you use on your B2B or B2C eCommerce site? Which ones have driven the greatest business value for your company? Let us know in the comments.