Optimize your B2B and B2C eCommerce conversion rate with Bofu
Whether for B2B or B2C, the conversion rate is a key indicator of the performance of your eCommerce site. It represents the ability of your online store to transform its visitors into customers. Although optimization strategies differ between B2B and B2C models, the goal remains the same: to offer a smooth and personalized experience to maximize sales. Thanks to Shopify and Bofu 's expertise, you can create optimized customer journeys adapted to each type of audience.
What is eCommerce conversion rate?
Conversion rate is the percentage of visitors to your site who complete a predefined action, such as placing an order or filling out a form. In an eCommerce context, conversions vary depending on whether it is a B2B or B2C model:
• In B2B : Conversions may include creating business accounts, requesting quotes, placing recurring orders, or signing up for subscriptions.
• In B2C : The classic conversion is the finalization of an order. It can also include subscribing to a newsletter or adding a product to a wishlist.
Acquiring new quality customers and optimizing the conversion rate: a key dynamic for eCommerce growth
Acquiring new customers is an essential step for any eCommerce business, whether B2B or B2C. However, it is not just about attracting a large volume of visitors, but about capturing qualified customers capable of generating real value for the company. The quality of the acquisition directly influences the conversion rate and the overall profitability of marketing campaigns.
In this section, we’ll explore how different acquisition channels— owned , earned , and paid —interact with conversion rate optimization (CRO), and how properly managing the dynamics between brand awareness , discovery, and CRO can drive growth.
Acquisition channels: Owned, Earned and Paid
To maximize the acquisition of quality customers, it is crucial to diversify your efforts across three types of channels:
Owned channels
Owned channels refer to platforms that the company directly controls, such as its website, newsletter, organic social media, or mobile app. These channels play a critical role in retaining existing customers and converting already engaged leads.
• Link with the CRO :
Owned channels are particularly effective for primary conversions (purchases, registrations) and secondary conversions (newsletter subscriptions, content downloads).
Example: A B2B customer discovering an offer via a personalized newsletter already has a strong purchase intent, which increases their chances of conversion.
Earned channels (media and organic)
Earned channels include organic mentions gained through word of mouth, customer reviews, public relations, or user-generated content (UGC). These channels provide strong credibility and help build brand awareness.
• Link with the CRO :
While these channels have an indirect impact on primary conversions, they play a key role in third-party conversions, such as increasing organic traffic or strengthening social media engagement.
Example: A positive customer review of a B2C product can encourage a hesitant visitor to complete their purchase, thereby increasing the conversion rate.
Paid channels
Paid channels include online advertising, PPC campaigns (Google Ads, Meta Ads, LinkedIn Ads), sponsored placements and collaborations with influencers. They help accelerate the acquisition of new customers and target specific audiences.
• Link with the CRO :
Paid channels play a key role in the discovery and awareness phase, while generating primary and secondary conversions through precise targeting and attractive offers.
Example: A well-optimized Google Ads campaign can not only attract qualified traffic, but also boost conversions thanks to an effective landing page.
CRO: Primary, Secondary and Third Party Conversions
Conversion rate optimization (CRO) is not limited to direct (primary) conversions. It is essential to optimize the different stages of the customer journey by taking into account secondary and third-party conversions, which contribute to the overall growth of the business.
Primary Conversions
Primary conversions are the main actions sought by the business, such as completing an order or requesting a quote.
• B2B : A primary conversion can be the validation of a quote or the subscription to a recurring order.
• B2C : This is mainly a purchase or a registration for a loyalty program.
• Optimization : Optimizing these conversions involves a simplified ordering process, flexible payment options, and a seamless user experience.
Secondary Conversions
Secondary conversions are intermediate actions that contribute to customer engagement, such as subscribing to a newsletter, creating an account, or downloading a guide.
• B2B : Downloading a white paper or attending a webinar can be a key secondary conversion.
• B2C : This could include signing up for a newsletter or adding a product to a wishlist.
• Optimization : These conversions can be driven by clear calls-to-action and exclusive offers.
Third-party conversions
Third-party conversions are indirect actions that help increase brand visibility and generate qualified traffic.
• B2B and B2C : Sharing content on social networks, leaving a review or recommending the brand to a friend are essential third-party conversions.
• Optimization : Optimizing third-party conversions involves referral programs, sharing incentives, and proactive customer review management.
The dynamic between awareness, discovery and CRO
Brand awareness and discovery
Brand awareness plays a crucial role in the discovery phase of potential customers. The more recognized and recommended the brand is, the more it attracts qualified visitors who are likely to convert into customers.
• B2B : Awareness is often built through strong relationships with partners, case studies and quality informative content.
• B2C : In B2C, awareness is based more on advertising visibility, collaborations with influencers and viral campaigns.
Link between awareness and CRO
Good work on awareness makes it easier to convert visitors. When a customer discovers a brand that is already perceived as reliable and credible, the conversion rate naturally increases.
• B2B example : A company that benefits from a strong reputation in its sector will see its conversion rates increase, because its prospects will consider it as a trusted player.
• B2C example : A well-established clothing brand recommended on social media will more easily convert its visitors into buyers.
Factors influencing eCommerce conversion rate
User Experience (UX) and User Interface (UI)
User experience is a determining factor for conversion rate, whether it is B2B or B2C customers. However, the expectations differ slightly between the two models:
• B2B :
Business customers are looking for efficient navigation and quick access to technical information. The interface should include features such as personalized product catalogs, detailed technical data sheets, and bulk ordering options.
Example: A professional buyer needs to be able to easily access specific price lists or personalized products based on their customer account.
• B2C :
End consumers are more sensitive to design and emotion. It is important to offer an engaging visual experience with quality images, customer reviews and personalized suggestions.
Example: A fashion store needs to offer high-resolution photos, customer reviews, and intuitive navigation to encourage purchase.
Trust and credibility
Whether in B2B or B2C, building trust is essential to increase the conversion rate:
• B2B :
Credibility comes from highlighting certifications, strategic partnerships and testimonials from client companies.
Example: A company selling industrial equipment can build credibility by displaying case studies and ISO certifications.
• B2C :
In B2C, trust is based more on customer reviews, guarantees and simple return policies.
Example: An online store selling electronics can reassure its customers by displaying a 30-day return policy and extended warranties.
Technical performance
The performance of your site directly influences the conversion rate. A slow or poorly optimized store can dissuade visitors from completing their purchase.
• B2B :
Speed is crucial, especially when dealing with large order volumes or complex product listings. Shopify helps optimize loading speed even for large catalogs.
Example: A company selling wholesale office supplies needs to ensure fast loading times for its thousands of SKUs.
• B2C :
In B2C, a fast and seamless experience is paramount to reducing cart abandonment rates. Shopify offers responsive and mobile-optimized themes, ensuring a consistent experience across all devices.
Strategies to optimize conversion rate
Simplifying the ordering process
A complex ordering process can lead to customer loss, whether in B2B or B2C. However, the needs differ depending on the model.
• B2B :
Offer options like bulk orders, automated quotes, and deferred payments. Shopify Plus lets you customize checkout and integrate these features.
Example: A parts supplier may allow its customers to place recurring orders with 30-day payment options.
• B2C :
Simplify the checkout process by offering options like Shop Pay, Google Pay, and Apple Pay, which reduce the number of steps needed to complete a purchase.
Example: A cosmetics store can integrate one-click payment to reduce friction at checkout.
Automation of reminders
Automated reminders are effective in reducing cart abandonment, whether for B2B or B2C customers.
• B2B :
Use Shopify Flow to automate follow-ups on pending quotes or abandoned carts. Offer incentives like volume discounts to complete the order.
• B2C :
Set up automated email campaigns to remind customers about abandoned carts and offer temporary discounts to encourage them to complete their purchase.
Personalization of the customer experience
Personalization is a powerful lever for conversion rate optimization, but it is applied differently depending on the model.
• B2B :
Customize catalogs, pricing, and offers based on customer segments. Shopify Plus makes it easy to create tailored experiences for each customer account.
• B2C :
Use recommendation algorithms to suggest products based on each customer's purchasing behavior.
Measuring Performance: Essential KPIs to Track
To optimize your conversion rate, it is crucial to track the right indicators. Here are the key KPIs to monitor, with nuances between B2B and B2C:
• Overall conversion rate : Measure the percentage of visitors who completed a key action (order, quote request, etc.).
• Cart abandonment rate : In B2B, this could be an abandoned quote; in B2C, it could be uncompleted carts.
• Average Order Value (AOV) : Higher in B2B due to high volumes.
• Lifetime Value (LTV) : Key indicator for both models, but often higher in B2B due to long business relationships.
• Order frequency : In B2B, it reflects recurring orders; in B2C, it depends on loyalty.
• Customer acquisition cost (CAC) : Particularly important in B2B, where sales cycles are often longer and acquisition costs higher.
Conclusion
A comprehensive approach to acquisition and optimization for sustainable growth
Optimizing the conversion rate of an eCommerce site, whether B2B or B2C, does not only mean maximizing direct sales in the short term. A winning strategy is based on a detailed understanding of the entire customer journey and the diversity of possible conversions: primary (sales), secondary (registrations, subscriptions) and third-party (engagements, shares). Each phase of the funnel – from awareness to loyalty – must be optimized by taking into account these different types of conversions.
In the awareness and discovery phases, where prospects are not yet ready to buy, it is crucial to focus on intermediate goals like engagement and building lasting relationships. Third-party and secondary conversions play a fundamental role at this stage, as they nurture the lead and increase the likelihood of future sales. Ignoring these intermediate conversions means missing an opportunity to enrich your lead base and maximize the long-term value of your acquisition campaigns.
By integrating this dynamic into your eCommerce strategy, you create a balanced ecosystem where each interaction contributes to the overall growth of the business. With Shopify and the support of Bofu , you can not only attract qualified visitors via owned , earned and paid channels, but also gradually convert them into loyal customers thanks to rigorous optimization of each step of the journey.
Ready to implement a comprehensive acquisition and conversion strategy that transforms your eCommerce site into a sustainable growth engine? Contact us at Bofu for tailored support.