The Benefits of a Personalized B2B Commerce Experience

Let’s be honest, the most memorable and satisfactory shopping experiences tend to have a common distinguishing factor: it’s all about me, myself, and I. There’s nothing more frustrating than having to repeat the same actions over and over to filter out the irrelevant content when trying to make a purchase. It’s a waste of time and energy, and customer satisfaction is sure to decline.  

One of the easiest ways to add an element of personalization and a touch of human interaction would be to incorporate salespeople into the process. In fact, having a salesperson involved increases buyer confidence by an average of 78% and another 94% say salespeople generally improve their shopping experience, according to our 2020 B2B Buyer Report. But salespeople can’t be there at every step for every customer. Personalized online experiences should also be at the center of digital customer journeys, too.   

The basis of any good personalized experience is clean data. Once you have relevant information about the customer you can gain a deeper understanding of who they are, what they want, what they need, and maybe even pain points. Once you have that information, you can group the customers into market segments and cater your content and messaging accordingly. Customer A’s experience might be totally different than Customer B’s experience.  

Personalization can drive major results for your company. For example, it can enable you to deliver a clear, consistent message effectively for each customer at any touchpoint. Learn from the language, imagery, and calls-to-action that each customer responds to in order to drive higher conversion rates on key landing pages. 

Personalized homepage recommendations can help improve your website performance. When buyers see what they’re interested in, they’re more likely to spend greater amounts of time on that page, have a lower bounce rate and the website will pick up more pageviews. Our client, JLL, saw a 40% decrease in bounce rate- a true indicator of providing relevant content for the customer. 

Of course, when companies provide buyers with a more personalized, user-friendly experience, they’re more likely to see a boost in conversions. If you had the choice to buy from a website that had your interests laid out in front of you when you click their site or another website that required 10 minutes of sifting through information, which would you choose? With time being the most prized possession of many, chances are the buyer would never make it to the 10 minute mark. Our customers have seen as much as a 100% increase in lead generation after implementing personalization features. 

Likewise, customers foster a better connection to the brand when they feel like the company “gets them.” If they feel as if they really have a strong relationship and overall positive experience, why shop around? The small element of personalization can keep customer retention high in a competitive market.  

Want to start working on a more personalized digital experience? Let’s get in touch to create a step-by-step plan for building out your personalization strategy. 

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