Optimizing Your Magento B2B Site for Conversions: Searchandising

Practical guide for Magento B2B Store Owners Part II

Elasticsearch and Magento2 B2B Websites

With the newest Magento version, the latest version of Elasticsearch is now required for all installations. It’s search suggestions and recommendations are a valuable asset to any B2B store, as it gives the wholesale customer better, customized results that improve their experience and help with the conversions.

This is where we have to dive into the importance of understanding customer search queries and their behavior. By using analytics and the built in functionality of Elasticsearch that stores search queries, you will be able to learn a lot from your highest intent buyers and harness the data that is collected. 

What type of search options to offer to your B2B buyers?

• Searching by SKU 
• Searching by product name
• Search by manufacturer
• Search in product descriptions
• All other relevant attributes you add to your products, that makes them unique
• Site-wide search – Providing your B2B customers with a site wide search, that will pull results not only from products, but also CMS content and non-product pages ( manuals, guides, knowledge bases, articles) will also increase your conversion rates and improve the overall interaction with your customers. 

Search Queries, Abandoned Carts and Advanced Reporting

A built in feature of Magento, both the search queries and advanced reporting can give you the insight you need to identify the products users are looking for, are most interested in and are in their wish lists, buy the most quantities of , or how they generally interact with your site. 

Together with your Google Analytics insights, you can use this data to improve the content promotion, the campaigns you are running, and the way you target your potential customers, while also providing the opportunity to find new ways to further improve on your unique selling points and marketing strategy approach.  

In a B2B setting, a buyer will likely know what they want most of the time. With the data you harness from your analytical tools you can further build up the way you present your products, how you name them, how you create their SKUs, what content you add to the page itself, and the way your internal linking, cross-selling, and upselling are executed upon. 

To start, you can select the most relevant cross sell and upsell opportunities based on the customer behavior, improve the on-page content, and/or even add more relevant tags, use most searched keywords, keywords with no results found, etc. are all a great way to get started improving your searchandising opportunities.

Using data analysis to boost products that are most likely to convert.

• Maximize your store search potential and increase your organic traffic by adding relevant to the searches keywords and their synonyms to product content, product name, product part name (SKU), meta description, title tag, alt tags
• Use search terms insights to capture common misspellings and typos and redirect them to the appropriate page.

• Improve your cross sells and upsells based on the searches and products mostly bought together by the different type of b2b owners
• Organize your customers into groups and create custom pricing plans and promotions in order to further increase the conversion rate
• Improve your paid ads and marketing by better understanding what your audience is looking for on the site

Change the way you do business to create measurable and sustainable growth. Contact our SEO specialists and digital marketing consultants so we can determine the best way to help you maximize your Magento 2 platform to increase your sales.

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