Helping B2B Shoppers Add Products to their Carts
Our client is a prominent manufacturer and distributor of pipe fittings, offering a wide range of customizable products. To enhance sales, they launched an online B2B store, enabling customers to place orders independently, without sales staff assistance. During the development of their eCommerce platform, the client aimed to allow shoppers the flexibility to select their preferred shipping warehouse and manufacturer for each item ordered. However, this process was broken into multiple stages, requiring customers to sift through lengthy lists and numerous web pages before they could add items to their carts, which led to frustration.
Through a design audit and user journey mapping, RhymeCommerce identified that shipping warehouses could be pre-selected based on the customer’s default address, streamlining the process. The design was modified to automatically select a warehouse according to this address, eliminating the need for customer input and expediting purchases. Customers had the option to change the warehouse selection via a newly designed pop-up. Additionally, a dropdown menu featuring manufacturers was added to the Product Details Page for quick and easy selection. The previous multi-page “add to cart” procedure was simplified to a single webpage with automated settings. This redesign reduced the steps needed to add products to the cart, enhancing the user experience. Customers provided positive feedback on the improved online shopping experience, which bolstered customer relations and the company’s reputation. With a deep understanding of B2B eCommerce design standards, technology, and merchandising tactics, RhymeCommerce successfully delivered results for its client.