If you are disappointed with the number of sales generated by your B2B webshop, the first step to selling more is to figure out what is going wrong right now.
Listed here are the top three reasons why B2B webshops fail to generate sales. Do any of them apply to your brand?
1. Inadequate Product Information
The modern buyer expects to receive comprehensive information about a product before making a decision to buy. Does your B2B webshop provide all the information buyers need to decide whether particular products are right for them?
To avoid the page looking cluttered, you can put product information into a frame that users can click to expand if they need more information.
However you choose to display the product information, it’s vital that there is enough detail available to allow buyers to make decisions.
2. Inconsistent Product Information
Inconsistent product information can make it difficult for users to search for products or filter the results of their search.
If your webshop has a lot of abandoned shopping sessions, it could be that users have become frustrated with inconsistent information and decided to go to one of your competitors to purchase the products they want.
Another sign of inconsistent product information is a lot of emails or phone calls from customers asking basic questions about products on your site. To fix this problem, you’ll need to perform a full review of all the products listed on your B2B webshop to check the consistency of the information you offer about them.
3. Outdated or Incorrect Product Information
If the product information on your webshop is outdated or incorrect, you may experience a high rate of complaints and returns as buyers are unhappy that the products they receive don’t match those listed on your online store.
To reduce their frustration, you need to review the product information for all your products and replace it with up-to-date details for everything you sell. This could help to reduce complaints and returns, which could in turn lead to time and cost savings for your business.
How a PIM System Can Help
A product information management (PIM) system makes it easy to keep product information on your site up to date. Using this kind of system, you can push product information from a central PIM system to your e-commerce platform, which is much faster and easier than going into your webshop and changing each product description manually.
Whenever you need to update a detail about a batch of products, all you have to do is make the change in your central system and the system will automatically roll the new information out across your store. This is very convenient when you have to make a change that affects multiple products, such as adding a standard safety warning or noting that products are compatible with a new kind of technology.
Why Use a PIM System
Incorrect, inadequate or inconsistent product information can cause confusion and frustration among online buyers, making them more likely to leave your B2B webshop without making a purchase. Implementing a PIM system will help you take full control of your product information and take the hassle out of keeping everything up to date and consistent.
This could lead to greater shopper satisfaction and therefore greater revenue from your online store.
Download your guide
Would you like to know much more about how a PIM system can help you succeed in e-commerce? Download our white paper ‘A CMO’s Guide to E-commerce Success with PIM’.
Updated in January 2022