5 Key metrics that every B2B eCommerce business should track to grow sales
Learn how tracking the right metrics can help your B2B eCommerce business grow sales and increase profits by focusing on the metrics that really matter.
Running a B2B eCommerce business is no walk in the park. You’ve got bulk orders, price negotiations, and a demanding customer base that expects seamless experiences. But here’s the thing: if you’re not tracking the right metrics, you’re flying blind.
Conversion Rate Optimization (CRO) isn’t just for flashy B2C brands. It’s a game-changer for B2B businesses too. By focusing on the right numbers, you can fine-tune your site, keep customers happy, and boost sales. Let’s break down the five key metrics every B2B eCommerce business owner should track—and why they matter.
1. Click-Through Rate (CTR)
CTR measures the percentage of users who click on a specific link, like a product, category, or call-to-action button. It’s usually the first indicator of whether your site is grabbing attention.
Why it matters:
If no one’s clicking, no one’s buying. A low CTR might mean your product listings, ads, or email campaigns aren’t appealing enough.
Example:
You send out an email promoting your best selling product. If the email has a CTR of 3%, that means only 3 out of every 100 recipients clicked through to your site. This means that you might need to tweak your subject line, button text, or visuals to make it more compelling.
How to improve it:
- Use clear, action-oriented CTAs (e.g., “Order Now” or “Get a Quote”).
- Test different headlines and images.
- Make sure your links are visible and enticing.
2. Average Order Value (AOV)
AOV shows how much your customers spend, on average, per transaction. For B2B eCommerce, this metric is very important because B2B buyers often buy in bulk or higher quantities.
Why it matters:
Increasing AOV means you’re making more money from each order without needing more customers.
Example:
If your AOV is €500, but you introduce a “buy 10, get 1 free” promotion, you might see it jump to €600 as customers increase their order size to qualify.
How to improve it:
- Offer volume discounts or tiered pricing.
- Cross-sell related products during checkout (e.g., “Customers who bought this also purchased…”).
- Introduce bundles, like selling paper, pens, and binders together at a slight discount.
3. Bounce Rate
Bounce rate is the percentage of visitors who leave your site without taking any action—no clicks, no scrolling, no adding items to their cart.
Why it matters:
A high bounce rate can indicate that something is turning visitors away, whether it’s slow loading times, confusing navigation, or irrelevant content.
Example:
Let’s say your B2B office supply store’s bounce rate is 70%. This means 7 out of 10 people are leaving right after they land on your site. If your homepage is cluttered or takes forever to load, you’re losing potential buyers before they even start browsing.
How to improve it:
- Speed up your site by optimizing images and reducing unnecessary scripts.
- Make your homepage clear and simple. Highlight top categories or promotions.
- Ensure your site is mobile-friendly—many B2B buyers are searching on their phones.
4. Cart Abandonment Rate
This is the percentage of customers who add items to their cart but leave before completing their purchase. For B2B businesses, cart abandonment often means missing out on big wholesale orders.
Why it matters:
A high cart abandonment rate can point to problems in your checkout process. Maybe it’s too long, unclear, or missing essential details.
Example:
A buyer adds €2,000 worth of wholesale products to their cart but abandons it at the payment page because your site doesn’t show B2B payment term options.
How to improve it:
- Simplify the checkout process—reduce unnecessary steps.
- Offer transparent pricing, including shipping and taxes, before the final step.
- Send cart abandonment emails with incentives like free shipping or a discount.
Wholesale Payments – a Guide to the Benefits and Drawbacks
5. Customer Lifetime Value (CLV)
CLV predicts how much revenue you can expect from a customer throughout their relationship with your business. This metric is gold because retaining existing customers is far cheaper than acquiring new ones.
Why it matters:
If you know your CLV, you can focus on strategies to keep high-value customers engaged and coming back.
Example:
If a loyal buyer spends €5,000 annually on your B2B eCommerce platform, investing in personalized offers or B2B loyalty rewards can keep them happy and increase their spending over time.
How to improve it:
- Offer exclusive deals for repeat customers.
- Create a loyalty program with rewards for frequent purchases.
- Regularly communicate with your top customers via personalized email campaigns or account managers.
Final Thoughts
Tracking these metrics—CTR, AOV, bounce rate, cart abandonment, and CLV—can transform the way you run your B2B eCommerce business. Each number tells a story about your customers and your platform’s performance.
You don’t need to be a data wizard to get started. Begin by monitoring these metrics with tools like Google Analytics, your B2B eCommerce dashboard and if you are using Turis B2B eCommerce platform – Tippy AI can give you these B2B insights in seconds. Over time, you’ll see patterns and discover opportunities to tweak your B2B strategy and grow your business.
Remember: it’s not about perfection. It’s about progress. By understanding these metrics and making small, consistent improvements, you’ll create a smoother buying experience for your customers and better results for your business.
Now, take a deep breath, and let the numbers guide you! You’ve got this. 😊
