The Story Behind An All New Bizongo: #Repackaged

“I am a restaurant owner. Do you just sell disposable containers?”, asked Customer 1.

“I need packaging for my e-commerce business. Where can I view all the products?”, queried Customer 2.

“Can you please send the link directly? I couldn’t find plastic crates of my specification.”, requested Customer 3.

This is just a subset of regularly repeated set of questions our buyers ask. These questions were almost always around product specifications, quality and customisation.

Hence, we ended up setting a dedicated Product Fulfillment department, solely to answer these.

But after a successful stint at IndiaPack 2015, Asia’s biggest packaging event, a large chunk of the footfall turned to us for taking care of their packaging requirements. We realised soon enough, the term B2B is highly segregated and diverse.

Setting up a department did not seem enough. The solution needed more!

What created an urgency to revamp the website was actually the next reason.

The Urgent Next Reason

In order to understand why we revamped the website, you need to first understand the mindset of the users.

When our Data guys mined through data of several months and prepared a detailed study of our analytics and user behaviour, we were actually quite surprised with the inference.

Our visitors spent an average of 8 minutes 24 seconds on just the category pages. That is a lot of time on a page showing white color cake boxes or brown corrugated rolls!

Initially we thought it was due to the inability to find products. But after researching and digging around, we found that customers would make a purchase and spend the remaining time exploring the website.

They simply love navigating through products and comparing different brands and prices.

This, my friend, was the key difference between a B2C and a B2B customer. We were tackling them wrong!

A lot of you might have come across Amazon or Flipkart advertisements, announcing easy product search and choice from crores of products. The motto of these websites is usually around buying your product within seconds.You can buy your desired phone, that red dress or a food processor within your budget in a few seconds.

As a B2C customer you already have a pre-decided product in mind, with proper specifications, brand, and budget, even before hitting the website.

This kind of expectation from B2B customers is unreal. Even comparing the two is invalid. Simply because the basic foundation of customer behavior of a B2B portal is starkly different than that of a B2C one.

Let’s find out how.

Psychology of a B2B Customer

You want to buy “Courier Bags”.

Courier bag is a product. Just one. And if you see the product display, they all even look the same. Why would a person spend 8 minutes on a category page of something looking so similar?
 
 Behold specifications!

A courier bag varies in sizes, thickness, pack size, color printing, with or without POD jacket and quality. The purchase criteria is not a brand or a color. It requires carefully considering the budget while incorporating customisations at the same time.

But if you are buying a courier bag, there is a high chance you might need a bubble wrap to secure the contents inside. You then go looking for bubble wraps (remember product navigation?) matching your expectations. And the chain reaction starts..

Hence, we decided to revamp our website in synchronisation with the above behavioural flow.

Home Page: Revamping the meaning of “making yourself at home”!

Our landing page.

You can see a clear demarcation of different industries — Restaurant and Hospitality, Logistics, Retail and Wholesale, E-commerce and Food Processing. We call this — “Buyer Profiling”. It is possibly the easiest way to find all industry specific, relevant products at once.

An e-commerce business does not really need disposable food containers or sporks. What it really needs is a courier bag, bubble wrap, corrugated box, adhesive tape and other flexible packaging products.

Searching and sifting through those many products with customised specifications is sheer hard work, consuming a lot of time.

And we helped put an end to it.

Now, all you have to do is click on your relevant industry. It will take you to a page where all the related product categories are listed. You can now effortlessly browse and completely focus on making the right choice.

Search Page: Finding the needle in a haystack. Just for you! 
 
 If our Home page made you smile, you would be ecstatic after looking at the Search page.

Looks beautiful, doesn’t it?

But the utilities make it even more adorable.

With detailed filters for product specifications like size, thickness, length, prices and others depending on your choice of products, it only further simplifies your search process. All it takes is a few seconds to find that needle!

For example, an adhesive tape has filters like color, thickness, brand and tape size. On the other hand, for plastic crates you can select a completely closed, with a handle, raised bottom and several other options. It also helps you sort the filtered list further, by highest or lowest prices.

Such sophisticated levels of filtration were only possible after analysing user feedback across months, search queries, and their repetitive behaviour.

Cannot differentiate from a B2C website, can you?

Sign Up: Bridging the communication gap!

We believe the first communication creates the last impression.

Thus, introducing an extremely simple signup process.

Unlike a B2C portal, a B2B customer should preferably signup with their company name, business sector and its respective industry, apart from their email ID and phone number.

There are two reasons for this:

1) You get intimated via mail or sms, ONLY when new industry products are added, sales and discounts are initiated or when change in pricing occurs.

2) You do not receive unnecessary spam information, irrelevant to your industry.

What’s more?

The user friendly, hassle free Checkout page!

Our two page checkout page has been reduced to one. We also came up with a single page solution, which shows your truck items and delivery details on the same screen. This has reduced a couple of useless clicks the user had to perform earlier while placing the order.

Moreover, if you forgot to sign up before, worry not! A new user can create an account on the same page and place the order.

Excited to check out the features?

Go ahead, visit www.bizongo.in and witness the beauty in simplicity yourself!