The 3 axes for a successful e-commerce site or B2B order portal

by Elliot Infelta on Jun 14, 2023

For a successful e-commerce site or order portal in sales between professionals, there are 3 axes:

  • An effective site (UX)
  • An attractive site (UI)
  • Connected to your ERP/CRM

A. Importance of an effective e-commerce site or order portal

In an increasingly digital world, an online presence has become essential for businesses that want to reach a wide audience and thrive in modern commerce. An effective e-commerce site or B2B and/or B2C order portal is not only a showcase for your products or services, but also a powerful tool to stimulate sales and retain customers. It offers the opportunity to provide a convenient, fast and personalized shopping experience, which can result in increased revenue and business growth.

B. Role of UX and UI in the success of an e-commerce site

User experience (UX) and user interface (UI) play a crucial role in the success of an e-commerce site. UX focuses on how users interact with the site, ensuring their journey is smooth, intuitive and enjoyable. A good UX promotes the conversion of visitors into customers and encourages long-term loyalty. UI, on the other hand, concerns the visual appearance of the site, including layout, colors, typographies and visuals. An attractive and consistent user interface builds user trust and reflects the company's brand image.

C. Advantages of connecting with an ERP/CRM

Connecting your e-commerce site to an enterprise resource planning system, management software (ERP) and a customer relationship management system (CRM) has many advantages. This allows for seamless synchronization of data, such as inventory, orders and customer information, between your site and your internal systems. This ensures efficient operations management, better data visibility and more informed decision-making. Additionally, connecting with an ERP/CRM facilitates process automation, personalization of offers and improvement of the overall customer experience. Thanks to this connection, we save time, no longer need to spend time on the phone or re-entering orders by email. It is important to calculate this time saved. By combining an effective e-commerce site, exceptional user experience and integration with ERP/CRM, businesses can create an optimized ordering platform that drives sales, retains customers and promotes long-term growth.

II. Understanding User Experience (UX)

A. Definition of UX and its key principles

User experience (UX) refers to all of a user's emotions, perceptions and interactions when interacting with an e-commerce site. Good UX aims to make this experience positive, pleasant and satisfying for the user. Key principles of UX include ease of use, clarity, relevance, consistency and personalization. A well-designed, UX-focused e-commerce site provides a smooth, frictionless experience, where users can easily find what they're looking for and take actions without confusion or frustration.

B. User study and identification of needs

To create an optimal user experience, it is essential to understand the needs, expectations and behaviors of target users. In-depth user research helps identify their preferences, motivations, and potential pain points. This can be achieved by conducting research, conducting surveys, analyzing existing data, and collecting feedback directly from users. This in-depth knowledge of users makes it possible to design an e-commerce site adapted to their specific needs. The needs are quite similar for B2B, a quick search for products via references, EAN, designation, frictionless validation of the order from the PC or telephone and quick access to old orders to recommend.

C. Optimization of the order and payment process

The ordering and payment process is a key element of the user experience on an e-commerce site. It is important to simplify this process as much as possible, by reducing the number of steps, removing obstacles and offering secure and varied payment options. Using clear and concise order forms, pre-populating information where possible, and being able to track order status contribute to a smooth and satisfying user experience. In B2B for example, you can pre-create your customer's account by injecting the information from your ERP/CRM so that the customer does not have to enter it when validating the order.

D. Use of intuitive and user-friendly navigation

Intuitive and user-friendly navigation is essential to guide users throughout their journey on an e-commerce site. This implies a clear site architecture, with a logical structure and well-defined categories. Using drop-down menus, search filters, and contextual links makes it easier for users to navigate and quickly find the products or information they need. Proper use of UX in navigation reduces friction, improves search efficiency, and promotes a positive user experience. By understanding the key principles of UX, studying users and identifying their needs, optimizing the ordering and payment process, as well as providing intuitive and user-friendly navigation, e-commerce sites can provide an experience exceptional user, thus promoting the conversion of visitors and the retention of older customers into satisfied customers. Having this simplified tool to recommend to you in B2B will make it a key element in retaining your professional customers. They will not want to change just because you offer a quality web service.

III. Design an attractive user interface (UI)

A. Importance of UI in converting visitors into customers

The user interface (UI) plays a vital role in converting visitors into customers on an e-commerce site. A well-designed UI creates a positive first impression and piques user interest. It builds brand credibility and encourages visitors to explore the site further and make purchases. An attractive and compelling UI can also influence user behavior, encouraging them to spend more time on the site, interact with products and complete their purchases. If you don't have the budget, start with the first step with a simple and effective site, you can then move on to the next step when the time comes without problem.

B. Choice of an attractive design consistent with the brand

When designing the UI, it is important to choose an attractive design that reflects the brand identity and values. It is essential to create a consistent visual experience across all pages of the site. This involves using design elements such as logo, colors, fonts and images that are aligned with the company's branding. A consistent design builds brand recognition and creates a unified experience for users.

C. Use of appropriate colors, typography and visuals

Colors, typographies and visuals play a crucial role in the UI of an e-commerce site. The choice of colors must take into account color psychology and association with brand image. The typographies must be readable and adapted to the content of the site. Visuals such as images, videos, and icons should be high quality, relevant, and engaging. They should also be used strategically to highlight products, spark emotion, and guide users toward desired actions.

D. Creating a clear and balanced layout

A clear and balanced layout contributes to a positive user experience on an e-commerce site. Logical organization of elements, a clear visual hierarchy and judicious use of space allow users to easily navigate the site and quickly find important information. It is important to avoid unnecessary elements and visual clutter that could distract users. A balanced layout ensures a harmonious presentation of products and content, making it easier for users to understand and interact. By designing an attractive user interface (UI), taking into account the importance of UI in converting visitors into customers, choosing a design consistent with the brand, using appropriate colors, typographies and visuals, as well as creating a clear and balanced layout, e-commerce sites can provide an engaging and captivating visual experience for users, thereby promoting customer conversion and retention.

IV. Integration with an ERP/CRM for efficient management

A. Role of ERP/CRM in inventory and order management

An enterprise resource planning (ERP) system and a customer relationship management (CRM) system play a crucial role in effectively managing an e-commerce website. ERP helps manage inventory, track stock levels in real time, manage orders, and automate processes related to product management. CRM, on the other hand, manages customer information, purchase histories, preferences and interactions, which helps provide personalized customer service and strengthen customer loyalty.

B. Advantages of integrating the e-commerce site with an ERP/CRM

Integrating an e-commerce site with an ERP/CRM has many advantages. First of all, it allows real-time synchronization of data between the site and internal systems, thus ensuring precise visibility of available stocks and current orders. This prevents inventory errors, order processing delays, and customer frustrations related to inaccurate information. Additionally, the integration helps automate tasks, such as automatically generating invoices, sending delivery notifications, and tracking returns, improving operational efficiency.

C. Selection of an ERP/CRM adapted to your needs

It is essential to select an ERP/CRM adapted to the specific needs of your business and your e-commerce site. When choosing an ERP/CRM, you should consider factors such as compatibility with your e-commerce platform, scalability, features offered, integration with other third-party systems, ease of use and customer support. It is recommended to do thorough research, read user reviews, request demos, and contact vendors for additional information to make an informed decision. There is a multitude of software, such as EBP intended mainly for SMEs, Axonaut for VSEs, each has its advantages and disadvantages.

D. Setting up data synchronization between the site and the ERP/CRM

Once you have selected the right ERP/CRM, it is important to set up effective data synchronization between your e-commerce site and the ERP/CRM system. This can be achieved using APIs (Application Programming Interfaces) or SDKs that allow communication between the two systems. Data such as inventory, orders, customer information, purchase histories, etc., must be synced bi-directionally and regularly to ensure that information is up-to-date and consistent between the two platforms. Proper data synchronization ensures efficient management and a seamless customer experience. By integrating your e-commerce site with an ERP/CRM, you can significantly improve the management of inventory, orders and customer information. This helps you save time, reduce errors and provide good customer service.

V. Best practices to optimize the performance of the e-commerce site

A. Optimizing page loading speed

Page loading speed is a key factor in the user experience on an e-commerce site. Long loading times can discourage users and lead to lower conversion rates. To optimize loading speed, it is recommended to compress images, minimize HTTP requests, use caching, optimize HTML, CSS and JavaScript code, and choose efficient hosting. A site that loads quickly improves user experience and promotes customer satisfaction.

B. Implementation of an effective site architecture

An efficient site architecture contributes to smooth navigation and better organization of content. It is important to structure the site logically using a clear hierarchy, well-defined categories and intuitive navigation menus. Simplified navigation makes it easy for users to find the products and information they are looking for. Additionally, a well-designed site architecture also facilitates indexing by search engines, which improves the organic SEO of the site.

C. Using SEO Techniques to Improve Visibility

SEO plays an essential role in the visibility of an e-commerce site on search engines. To improve SEO, it is recommended to perform relevant keyword research, optimize HTML tags, URLs and metadata, add unique descriptions to products, create quality content and get quality inbound links. Using good SEO practices helps increase site visibility, attract more organic traffic, and generate more conversions.

D. Testing and continuous optimization of the user experience

User experience optimization is an ongoing process. It is important to conduct regular testing to evaluate the effectiveness of user interface elements, features and ordering processes. A/B testing can be used to compare different versions of a page and determine which generates the best results. Analyzing data and usage statistics helps identify weak points and make constant improvements to the user experience. Continuous optimization of the user experience helps maximize conversions and build customer loyalty. By putting these best practices into practice, you can optimize the performance of your e-commerce site, improve page loading speed, implement an efficient architecture, increase visibility through SEO and offer a quality user experience. These combined elements promote better visitor conversion and increased customer satisfaction.

VI. Conclusion

A. Summary of key points covered in the article

In this article, we examined the importance of an e-commerce site or order portal that is efficient, attractive and connected to its ERP/CRM. We have highlighted the crucial role of user experience (UX) and user interface (UI) in the success of an e-commerce site. We also discussed the benefits of connecting with an ERP/CRM for effective management. Additionally, we covered best practices such as optimizing page load speed, establishing effective site architecture, using SEO techniques, and continuous testing to improve the experience. user.

B. Importance of a well-designed e-commerce site or order portal

A well-designed e-commerce website or ordering portal is essential in today's competitive online commerce. It helps provide an optimal user experience, convert visitors into customers, efficiently manage inventory and orders, and improve visibility on search engines. A well-designed site builds brand credibility, promotes customer loyalty and contributes to business growth.

C. Encouragement to put into practice the advice given to succeed in online commerce

To succeed in online business, it is crucial to put the advice given in this article into practice. By paying close attention to user experience, user interface, connection with ERP/CRM and optimization of site performance, you can increase the chances of success for your online business. Remember to evaluate your site regularly, monitor market trends, and stay up to date with new technologies and industry best practices. The choice of technology for your site is essential and the choice is wide between Prestashop, Woo commerce, Shopify … In conclusion, the design and optimization of an e-commerce site or an efficient, attractive and order portal connected to its ERP/CRM are essential elements for success in online commerce. By providing an exceptional user experience, attracting visitors with an attractive user interface, efficiently managing inventory and orders through an ERP/CRM connection, and continually optimizing site performance, you will be well positioned to thrive in the world of online commerce.