Ever wonder how contractors are scaling faster than ever before?
Construction’s been one of the industries slowest to digitise. Most contractors have avoided online platforms for ages. Those that didn’t jump on board early are starting to realise they NEED to.
Companies that ignore this shift are quickly becoming obsolete.
For contractors seeking growth however, there’s a silver lining to operating online. Attracting more leads, faster selling cycles, higher margins… the benefits start to add up quickly.
If you want to learn exactly how contractors taking advantage of eCommerce technology to outscale the rest… keep reading!
You’ll learn:
- Why Contractors Need Online Platforms
- The Role Of eCommerce Conversion Rate Optimization
- 4x Ways Contractors Are Scaling With Online Platforms
- Common Mistakes To Avoid
Why Contractors Need Online Platforms
So you’ve heard contractors need an online presence. But why?
There’s no denying the industry is shifting online.
McKinsey’s annual B2B Pulse Survey found ecommerce revenue is now the largest source of income across B2B organisations. Online sales represent 34% of total revenue for companies with an ecommerce store.
Online purchasing channels are dominating how businesses buy everything from safety gear to excavation services. Contractors with products or materials to sell online are capitalising on this trend by starting eCommerce stores.
However, simply having an online storefront is not enough. Winning contractors are doubling down on eCommerce conversion rate optimisation. Ensuring that any visitor to their online store has the highest probability of making a purchase.
Partnering with the right magento ecommerce platform that scales with your business is critical. Platforms built with B2B transactions in mind offer features like dynamic custom pricing, bulk orders, and account-based catalogues. Customization options that have a direct impact on conversion rates.
Don’t forget…
Construction is no exception. Recent studies show 49% of B2B spending now occurs online. And that number will only continue to grow.
By putting the right eCommerce foundation in place now, contractors can position themselves to win a larger market share.
The Role Of eCommerce Conversion Rate Optimization
Alright – let’s get into eCommerce Conversion Rate Optimisation (CRO)…
First, let’s establish where most contractors start.
The global average ecommerce conversion rate hovers between 2% and 4%.
That means for every 100 people that visit your online store, you can expect only 2-4 sales.
The great news is that small improvements in conversion can equal massive gains in revenue. Make no mistake, driving traffic is important. But if your web store is not optimised to convert that traffic, you’re leaving money on the table.
Here are a few examples of things we’re talking about:
- Speed. Website load times directly impact conversions. Every second it takes for a page to load increases the chance a visitor will leave before making a purchase.
- Mobile. Mobile traffic accounts for over 70% of all ecommerce visits. If your contractors online store isn’t optimised for mobile customers you’re losing sales.
- Checkout. The global average cart abandonment rate is 70%. Streamlining the checkout process minimizes steps, offers guest checkout and transparent pricing. Large increases in revenue can be seen by simply optimizing the checkout process.
- Trust. Having clear security badges and enablements like product reviews, builds trust with prospective customers. Did you know nearly 90% of buyers read reviews before purchasing?
These are just a few simple things any contractor can do to start earning more with less traffic.
4x Ways Contractors Are Scaling With Online Platforms
It’s time to reveal what the winners are doing. These are the exact tactics contractors across the industry are using to scale right now.
Digital Buying Processes
By implementing digital purchasing technology, contractors are streamlining manual buying processes. Online procurement software allows project managers to place orders with suppliers at the click of a button.
What’s even better? These platforms offer contractors visibility into pricing fluctuations as well as inventory levels. Buyers love knowing how much something costs and when it will arrive before they buy.
Not only does this save contractors time by removing the need for cumbersome purchasing processes, but it also reduces human error. More on-time project deliveries = happier customers.
Self-Service Customer Portals
Customers love being able to get what they need without waiting on hold for a salesperson. That’s exactly why we’re seeing contractors implement self-service portals.
These customer facing websites allow buyers to check real-time inventory levels and place orders whenever they want, without dealing with a person.
Imagine if your customers never had to wait to place an order. Not only does this save contractors time by freeing up employees to focus on higher value tasks, but its great for customer service.
Content Based Lead Generation
If you’re not creating content, you’re losing sales to the competition.
Content marketing isn’t going anywhere. Contractors who understand the value of creating blog posts, SEO optimised landing pages are ranking higher in Google’s search results.
Better visibility = more leads.
Here’s the secret…
Long form, SEO optimised content attracts organic traffic from search. By creating content your target audience is searching for you’ll start to see spikes in traffic without throwing money at ads.
- Use the right keywords
- Format for readability (add images, bullet points etc)
- And publish content that offers genuine value.
Do this consistently and watch your pipelines grow.
Personalisation Driven Sales
The highest converting contractors are personalising the eCommerce experience for every single customer.
Whether that be showing tailored products, account specific pricing or special promotions. When you show a returning customer your eCommerce store “knows them”, you dramatically increase conversion rates.
Personalised calls to action have been shown to perform up to 391% better than generic CTAs. Think about that… once a buyer knows you remember who they are, you’ve won half the battle.
Having the right eCommerce technology helps make this possible. Look for platforms that allow you to segment your customers and personalise the shopping experience at scale.
Common Mistakes To Avoid
Here’s what most people think… This seems like a lot of work.
It can be. Don’t let your eCommerce store turn into a money pit.
Remember these mistakes and you’ll be fine:
- Scaling on a website that isn’t mobile optimised.
- Making it difficult for customers to checkout.
- Not investing in fast loading times.
- Forgetting to add value to your landing page.
These are common eCommerce conversion optimisation mistakes worth avoiding.
The Takeaway
Contractors who have jumped on board the digital purchasing revolution are winning more bids and growing their businesses.
Winning contractors understand the importance of eCommerce Conversion Rate Optimisation. If you want to join them start by…
- Doing your homework when picking an ecommerce platform
- Optimising every step of the buying process
- Creating content your audience is searching for
- Personalising the experience for repeat customers
- And continuously testing and improving your store
Those who fail to adapt to the digital shift will be left behind.