B2B buyers operate with a specific goal in mind
In B2B ecommerce, the real winners are prioritizing usability and functionality to help customers find exactly what they need. They are focusing on a friction-free user flow to increase B2B conversions.
Designing an intuitive, smooth site experience makes a world of difference for B2B buyers, who often work within tight schedules and deal with complex purchasing decisions.
Why functionality matters for B2B conversions
In B2B, customers are usually focused on one of two tasks: exploring to see what’s available or finding a specific solution. Successful B2B ecommerce sites cater to both seamlessly.
Design trends — which include visually appealing product pages, responsive layouts, and high-quality imagery — are valuable. But sometimes we overlook another critical area: the search experience.
Designing for search requires us to consider the buyer’s journey, user stories, and detailed site flows. B2B buyers aren’t necessarily browsing leisurely; they’re looking for specific information, specs, and comparisons to help them make quick, confident decisions. This is the key for increasing B2B conversions.
A user story in action
Let’s walk through an example of a typical B2B buyer, “Chris,” who is on a site to find the best equipment for their team. Chris needs equipment that is versatile, durable, and within budget. They may not know exactly which model is best, but they have a clear picture of what the equipment should do.
From here, we build out a persona and think about how Chris will approach the site and ultimately what will help them convert into a customer.
The “Chris” persona’s needs
Chris needs advanced search tools—filters by specifications, application, industry, or compatibility—to narrow down their options efficiently. Search filters should be robust, but they must also be logically organized and consistent across the site.
Testing and iteration: The key to a smooth user flow
Wireframes for this flow may go through several rounds, evolving as we gather feedback.
A quick test with colleagues or sample users may reveal, for example, that the search flow feels more intuitive with filters always accessible on the left sidebar rather than at the top of the page.
A small change like this can greatly improve the user’s journey by reducing back-and-forth and keeping focus on decision-making.
Consider a user story like this:
If I’m visiting the site to find a particular piece of equipment for my industry, I should be able to search by industry or application from the homepage. Once I select my industry, I’ll see only relevant products and can further narrow by color, size, or spec.
A clear, accessible flow lets users filter and compare options without friction. Making these adjustments comes down to understanding how users prefer to navigate the site, which requires research and an open approach to testing.
We also need to think about how we will measure success, because B2B conversions result from metrics for engagement and retention.
Case Study: Grainger and Ferguson – Streamlining industrial supply ecommerce
Industrial suppliers like Grainger and Ferguson have made significant strides in optimizing the B2B user experience. Both companies offer thousands of products ranging from tools to HVAC parts, serving industries where efficiency and specificity are key.
Originally, both sites faced challenges with vast product catalogs, and finding the right product could take a lot of time. This isn’t ideal for buyers with urgent needs or precise specifications.
To address these issues, Grainger revamped its filtering system to allow users to search by application and industry. For example, an HVAC technician can now filter products by “Heating & Cooling” and further narrow down by brand, specifications, and compliance standards—such as OSHA or ANSI certification. This simplified search flow allows users to quickly locate items that match their needs without excessive scrolling or irrelevant results.
In a similar example, Ferguson overhauled its product comparison tool, which was initially limited to displaying basic information. The updated tool allow users to compare detailed specs side-by-side, such as pressure ratings, material type, and compatibility with existing systems.
This approach enables procurement teams to make informed decisions without needing to cross-reference product data manually.
These changes led to higher engagement and reduced drop-off rates as users could more easily navigate extensive catalogs and make purchasing decisions confidently. Ultimately this work can lead to a higher rate of B2B conversions.
Get the B2B user flow right: Key lessons
So here’s what to think about in order to improve B2B conversions.
- Eliminate friction points
B2B buyers value efficiency and precision. Small inconsistencies—like filters changing locations or unclear labels—can lead to frustration. For example, if users start a search on a homepage, they shouldn’t have to reapply filters on subsequent pages. Friction can also come from poor labeling; using terms that buyers recognize, such as “Technical Specs” instead of “Features,” improves clarity and prevents hesitation.
Example: A supplier of scientific equipment saw improved engagement when it standardized its filter categories (e.g., “Capacity,” “Materials”) across product pages. This helped users remain oriented throughout the buying process, making it easier to compare items and complete purchases. - Design for all buyer journeys
In B2B, there’s often a mix of buyers at different stages, from those in research mode to those who know exactly what they need. Consider diverse buying journeys by creating personas and user stories for each. For example, a buyer might be browsing for options, but another might require a specific SKU number or specifications. A well-organized product hierarchy and layered search filters allow both types of users to find products quickly.
Example: A B2B software provider introduced “use-case” filters alongside product categories. By filtering solutions based on specific industries or applications (for example: “Healthcare Compliance,” “Manufacturing Process Automation”), they addressed different buyer intents and made it easier for both new and returning customers to find relevant solutions. - Stick to standard UX patterns where it counts
In B2B, where buyers are often pressed for time, standard patterns can keep the experience familiar and friction-free. For example, keep filters and search functionality in consistent locations and avoid adding or removing features on similar product pages. Deviating from these conventions can create unnecessary cognitive load, particularly for buyers who may be purchasing on behalf of multiple stakeholders.
Example: A manufacturer of electronic components kept its search and filter options at the top of the page across all categories, ensuring easy access to filters for specs like voltage, durability, and product lifecycle. By keeping these filters visible and unchanging, they minimized confusion and sped up purchasing for returning customers familiar with the layout. - Prioritize testing and iteration
Testing doesn’t have to be a complex process to give us valuable insights. Gathering feedback early and often—whether from colleagues, friendly customers, or a small group of beta testers—helps catch usability issues and refine the design. In B2B, where purchases often involve high stakes, testing the ease of navigating specifications, compatibility, or regulatory information is especially important.
Example: A company offering data storage solutions discovered that its multi-step checkout process was deterring buyers. After testing alternatives, they streamlined the checkout to two steps, allowing users to see an “Order Summary” before confirming. This small change, backed by user feedback, improved completion rates by 20%, as buyers could more confidently review their selections and finalize purchases.
Creating a seamless, friction-free user flow for B2B buyers isn’t just about meeting standard UX requirements; it’s about supporting users’ goals at every stage.
Removing obstacles and guiding users through the process naturally can make a significant impact on B2B conversions and long-term brand loyalty.
