Measuring The Success of Your B2B Website

By
Mandy Movahhed
November 30, 2015

This blog post is an abridged excerpt from the guide, 5 Steps to a Successful B2B eCommerce Rollout. To download the full guide, click here. With retail buyers increasingly demanding more convenient ways to place orders, the world of manufacturing and distribution is finally moving online, and brands are looking to reap the benefits of these new omnichannel sales strategies. Many brands have already invested in B2B eCommerce. According to our recent Wholesale Technology & Sales Trends survey, 44% of respondents have already implemented a B2B website. The work doesn’t stop after implementation, however. After your B2B website is up and running, and you’ve done the work of encouraging adoption and usage among your customer base, it’s time to measure the success of this new B2B eCommerce channel and determine what’s working and what isn’t. Here are a few ways to track how your B2B website is doing, so that you can maintain or adjust your strategy accordingly.

Your B2B Website: Key KPIs

To measure the success of your B2B website, it’s critical that your project team is aligned on your company’s overall sales strategy, whether it’s increasing re-order frequency, average order value, or overall revenue. If you don’t know how you want B2B eCommerce to impact your business, it will be impossible to truly measure the portal’s effectiveness. Here are some of the common KPIs that wholesale brands track to measure the success of their B2B eCommerce channels:

  • Sales: Total dollars and percentage of revenue coming from your B2B website, compared to other sales channels.
  • Adoption: Percentage of your customer base that has placed orders via your portal, tracked over time.
  • Growth: Total % growth in both customer adoption and total revenue from your B2B eCommerce channel over time, and/or the number of net-new customers who have requested access to your B2B eCommerce portal over time.
  • Average Order Value: The average order value of orders placed via your B2B eCommerce portal compared to that of your other sales channels.
  • Order Frequency: Order frequency by customer (and average across customer base) before and after you implemented your B2B eCommerce portal.
  • Customer Retention: Customer retention rate, measured pre and post-implementation of your B2B eCommerce portal. You can also look at the number of “Revived” customers and total dollars of orders placed by these customers since you implemented your B2B eCommerce portal. Revived customers are those that have reordered in the last month, who had not previously ordered in the last 12-months.
  • Omnichannel Penetration: Percentage of your customer base that has placed orders via multiple channels.

Determining which of these metrics are important to your business’s overall sales goals and tracking them over time is key to an awareness of how effective your B2B eCommerce strategy is, as well as ensuring that you maximize your return on your investment. This blog post is an abridged excerpt of 5 Steps to a Successful B2B eCommerce Rollout. To download the full guide, which includes more insights, tips, and information, click here.