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B2B eCommerce Site Example: Quill.com

Date post: 01-Dec-2014
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A review of one of the top B2B eCommerce sites on the market, Quill.com. If you are looking for a case study or best practices, this review will walk you through the great experience on Quill.com from Search and Navigation to Account Management.
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ECOMMERCEandB2B.COM | @justin_king BEST of B2B ECOMMERCE Quill.com 1
Transcript

ECOMMERCEandB2B.COM | @justin_king

BEST of B2B ECOMMERCE

Quill.com

1

ECOMMERCEandB2B.COM | @justin_king

This is not a scientific examination of the site but

I think it is a good representation of B2B

functionality. I have chosen to focus on the

good, instead of criticizing any flaws of the site.

-Justin

2

ECOMMERCEandB2B.COM | @justin_king 3

ECOMMERCEandB2B.COM | @justin_king

Notice the F-shape for usability

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B2B TOOLS: REORDER FAST

Reorder fast takes you to your past orders

for quick reorder (as it implies).

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B2B TOOLS: QUICK ORDER

If you know your part number and quantity

ECOMMERCEandB2B.COM | @justin_king 8

CHAT & PHONE

Conversion can be a phone call or a live chat

session. When you do call or chat, you get a

consistent experience

ECOMMERCEandB2B.COM | @justin_king 9

SEARCH

Search box is front and center and in the F

zone for usability. Screaming to be typed into.

ECOMMERCEandB2B.COM | @justin_king 10

SEARCH: TYPE AHEAD

Type ahead shows products, key words, categories and

even does merchandising in the type ahead with image

ECOMMERCEandB2B.COM | @justin_king 11

NAVIGATION

Traditional placement of the category

structure in the F zone. Using either

navigation or search, you get to the

exact same pages. Consistent!!

ECOMMERCEandB2B.COM | @justin_king 12

NAVIGATION

The fly over navigation is

extremely robust and

detailed

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NAVIGATION

This flyover is interactive,

allowing you to put in a search

term

ECOMMERCEandB2B.COM | @justin_king 14

Once you search or navigate…

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NAVIGATION

Refinements are specific to the

search made. In this case, only

paper refinements appear

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NAVIGATION

Search within results

ECOMMERCEandB2B.COM | @justin_king 17

SEARCH RESULTS

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Change Relevancy

Ranking

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Product Detail

Snapshot

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Volume Pricing

Ratings & Reviews

ECOMMERCEandB2B.COM | @justin_king 21

Compare

ECOMMERCEandB2B.COM | @justin_king 22

Using guided navigation

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Navigating shows the

product catalog

taxonomy

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Quill recognizes this statistic for their own site, and it is apparent that they have invested into their entire search and navigation experience. Search and Navigation are tied together, not silos. You can search then navigate, or navigate then search all getting you to the same results. Their Type Ahead is especially impressive with all types of content coming back in the drop down. Products, categories and even merchandising content with images are returned back as the user types into the search box. Navigation includes a vast array and variety of attributes to be able to navigate on. These attributes stay relevant based on what the user is search on. The attributes themselves are extremely detailed and allow the user to multi-select, and even search within the results and attributes. ROI is often calculated based on Traffic and Conversion, both of which Quill does an excellent job.

ECOMMERCEandB2B.COM | @justin_king 25

B2B E-Commerce Experience: Quill.com There is an increasing trend in B2B organizations adopting some form of e-commerce capability in their online marketing initiatives. According to BtoB Online‘s study, “The Emerging Role of B2B E-commerce,” 31% of B2B marketers are “strong” or “complete” adopters of e-commerce. And as highlighted in a recent report covered by Econsultancy, by migrating B2B customers online, companies have seen a 44% increase in Average Order Value (AOV). In a recent article from eCommerce and B2B, they highlighted five examples of exemplary B2B e-commerce websites in terms of customer experience, account management and handling complex product catalogs. Out of the five examples, only Quill.com scored an “A” for their onsite SEO efforts.

What SEO Initiatives Does Quill Do Right? Ease of navigation, effective search functionality and responsiveness are some of the top attributes demanded from prospective customers of B2B e-commerce sites. It’s easy to forget some of the SEO-specific details when developing e-commerce functionality because the “SEO factors” are not always as easily visible. As I reviewed Quill’s website, I discovered these positive factors contributing to its “A” grade: • Appropriate Use of Rel Canonical tag • Use of keyword targets in HTML Title, document

content, and descriptions • Accessability to engines (sounds silly but I’ve seen

a few sites that were inadvertently blocked via robots.txt because of development testing or some other reason)

• Use of structured data markup in product detail pages of the website

Page load times play a part in both user experience and influencing search visibility. According to Pingdom, Quill loads faster than 64% of all tested websites, at a page load time of 2.29 seconds. In comparison to Google site speed analysis, Quill’s website appears right in line with opt-in publishers sharing Google Analytics site speed data.

An excerpt from http://searchengineland.com/3-b2b-companies-integrate-seo-online-marketing-strategy-183837

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Product detail page(s)

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QUICK VIEW

Quick product popup with all the product

information and add to cart

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QUICK VIEW

Overview, descriptions, specifications,

reviews and images

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ECOMMERCEandB2B.COM | @justin_king 30

BASIC PRODUCT INFO Title, SKU, Model, description

ECOMMERCEandB2B.COM | @justin_king 31

Multiple images

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Add to Cart, and B2B

Add to List (for later)

ECOMMERCEandB2B.COM | @justin_king 33

Volume Pricing

ECOMMERCEandB2B.COM | @justin_king 34

Options and Variants

ECOMMERCEandB2B.COM | @justin_king 35

Get shipping quote

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Upsell better product

ECOMMERCEandB2B.COM | @justin_king 37

Merchandising & Offers

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B2B Account Pages

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Before I talk about the

account pages, notice this

bar at the bottom on all

pages.

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Clicking Recently Viewed,

brings up a list of products

we have clicked on recently.

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The B2B account pages include most of the best practices in B2B. Most are self explanatory, but the following is their My Account page:

ECOMMERCEandB2B.COM | @justin_king 42

View all aspects of orders,

tracking and even make a

return. All downloads are saved

and available

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My Accounting is outside of the

purchase funnel. A small company

or A/P department can review and

pay ALL invoices regardless of where

the order was placed.

ECOMMERCEandB2B.COM | @justin_king 44

Quill Cash is a B2B loyalty program

that gives them cash to use on

purchases online. They can check

their history and balance.

ECOMMERCEandB2B.COM | @justin_king 45

All profile preferences are exposed

here to customers. Addresses are

typically not editable, but that is also

configurable by the account.

ECOMMERCEandB2B.COM | @justin_king 46

Quill provides easy way to recycle

used ink toner cartridges.

ECOMMERCEandB2B.COM | @justin_king 47

ECOMMERCEandB2B.COM | @justin_king

ECOMMERCEANDB2B.COM

@justin_king

[email protected]

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