Common Mistakes Manufacturers Make When Transitioning to E-Commerce

Jul 10, 2024

Common Mistakes Manufacturers Make When Transitioning to E-Commerce

Introduction

  • Hosts: Joseph and Kurt (from B2B Tale)
  • Focus: Discussing common mistakes manufacturers make when transitioning to e-commerce
  • Aim: To help avoid these mistakes
  • Main Topics: Five common mistakes manufacturers make and how to avoid them

E and eCommerce: "Easy Commerce"

  • Goal: Make it as easy as possible for customers to make purchases
  • Focus on digital transformation for manufacturers

Five Common Mistakes

1. Once and Done

  • Mistake: Treating the e-commerce project as a one-time task (like a tombstone)
  • Reality: E-commerce is a continuous, evolving process, similar to a living being
  • Examples: Microsoft Windows XP CDs; no changes once shipped
  • Solution: Adopt a continuous improvement mindset; launch a Minimum Viable Product (MVP)
  • Avoid: Tackling too much before the launch, which leads to scope creep and higher budgets
  • Post-Launch: Save budget for ongoing optimization, improvement, and marketing

2. Internal Focused Product Data

  • Mistake: Simply dumping ERP data onto the website
  • Solution: Optimize product data for customer understanding and SEO
  • Example: Turn technical descriptions into customer-friendly terms
  • Categorization: Avoid overwhelming or under-informative categories; focus on ease of navigation
  • Application Pages: Help customers by organizing products by their application, not just type

3. Missing Relevant Product Details

  • Mistake: Not providing enough information for customers to make a purchase decision
  • Solution: Offer comprehensive product details
  • Examples: Safety Data Sheets, CAD drawings, MSDS, installation instructions
  • Customers: Cater to different users (End Users, Architects, Engineers, Dealers, Internal Sales)
  • Key Elements: Part Numbers, Replacement Numbers, Compatibility, Specifications
  • Goal: Empower customers to make purchase decisions even during non-business hours

4. No Value Proposition

  • Mistake: Not clearly defining why customers should buy from you
  • Solution: Clearly communicate unique selling points
  • Examples: Customer reviews, satisfaction guarantees, product longevity, expert support
  • Format: Short, meaningful, and true statements; avoid generic marketing fluff
  • Customer Stories: Include about us pages, founder stories, etc.

5. Poor Customer Communication

  • Mistake: Not providing accessible or effective customer support channels
  • Solution: Multiple communication channels (Live Chat, Phone, Email)
  • Live Chat: Highly effective for younger demographics
  • Email: Personalize with faces and titles
  • Phone: Ensure it's easily accessible

Conclusion and Q&A

  • Recap: Avoid Treating E-commerce as a One-Time Task, Optimize Product Data, Provide Relevant Details, Define Your Value Proposition, Offer Multiple Communication Channels
  • Contacts: Connect via LinkedIn for further questions

Final thoughts: Continuous optimization and customer-centric strategies are key to successful e-commerce for manufacturers.