April 25, 2019    3 min read

In the context of eCommerce, personalisation is taking what you know about a customer and using it to make a unique and more valuable experience tailored for that user. Personalisation for B2Bs coming through your website is far more effective than giving visitors a flat and generic experience. The end results for a business is intended to create higher conversions. Below we highlight the importance of personalisation in B2B eCommerce and what B2B businesses should be thinking about when personalising their eCommerce channels.

What is personalisation?

Personalisation is where a business presents information to a customer in a way that acknowledges who the customer is and what his or her intentions are, in an effort to make his or her interaction more meaningful. This is able to be done as many online stores where you log in to your account can have a history of your purchases, to your website visits – think Amazon. The ability to store your location or delivery address, or analysing if you prefer to buy in bulk or one-off items, and so on is information that can be used to deliver targeted content and promotions, to the extent your experience is more personalised and positive because it is more relevant.

Importance of personalisation in B2B

Why is it that personalisation for B2Bs has not been a widely adopted strategy? Businesses say they don’t have the technology, the required data, or the resources to personalise for their customers on a one-to-one level. Yet, just like B2C customers, B2B buyers are beginning to expect relevance at every point in their buying cycle. Mass marketing is no longer appropriate. B2B buyers don’t simply unlearn the habits they’ve picked up form years of being conditioned by Amazon. Like B2C customers, they want their buying journey personalised and streamlined, with relevant offers when it is the right time for them.

Businesses in the B2B environment must now consider how they can deliver personalisation and relevance to every single visitor, or risk losing out. With competition high and the ability to find something cheaper all at the click of your fingertips, it is more important than ever to ensure you give your buyers a competitive and enjoyable experience on your site.

Ways to personalise your eCommerce

Define your buyers

First, a business needs to recognise their buyers’ personas, finding the key messages that will persuade them to purchase now and, in the future, streamlining the buying journey for every business that buys with you. By identifying your buyer personas, you can then segment your customers into strategic groups, creating customised and personalised content in an effective yet highly efficient way.

Consider the sales channel

Businesses then need to think about what kind of personalisation will work best on their site and determine the best places for this content. Personalisation strategies will vary between buyer groups and location on the site. This can be done in the way where for example, the landing pages should be relevant to the source that brought customers to that landing page, whereas product pages should be personalised to the product currently being shown as well as past buyer behaviour.

B2B using personalisation to lift their visitor’s buying experience is giving what visitors expect and want. Happy visitors spend more money — almost 70% of buyers have said that the vendor’s website was the most influential factor when it came to deciding whether to make a purchase.

Personalisation allows you to anticipate your buyers’ needs, broadening their awareness of what you have to offer and directing them to products that match their immediate needs. Personalisation is also lifting the game in the B2B eCommerce sphere where it is being used to increase conversion rates by offering relevance at every stage of buying, encouraging customers to increase the average order value, and have the goal of incentivising visitors to return time after time.

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