Optimizing B2B Strategy Through Competitive and Self Analysis

In the e-commerce world, to be successful, B2B companies know they need to meet rising user expectations shaped by consumer-driven giants. Recognizing that understanding both its own strengths and how competitors engage users could set it apart, one prominent B2C retailer, recently joined the B2B arena and asked SPR to conduct a dual analysis: a deep evaluation of its own platform alongside a comprehensive review of a major competitor’s B2B site. Together, these insights would guide an informed, strategic roadmap to enhance their business customer experience.

SPR’s client is a major global retailer with a dedicated B2B platform built for business customers of all sizes—from small mom & pop shops to large corporations. The platform is designed to make it easy for businesses to buy in bulk, manage accounts, and access special pricing. With a huge product catalog and business-friendly features, it’s a one-stop shop for companies looking to streamline their purchasing and keep expenses in check.

SPR’s approach was twofold: conducting a detailed user experience audit of the client’s own platform while performing a competitive analysis of their major B2B competitor.

First, SPR evaluated the client’s B2B platform to understand how well it met user needs and where improvements could make an impact. Using a set of heuristics and scoring to set a benchmark in each area of current state set the benchmark. This approach would not only allow them to gain insights into where impactful improvements can be made, it would also set a baseline that could be used to compare future re-evaluation scores. Simultaneously, SPR conducted a competitive analysis to assess how the competitor’s B2B experience attracted and retained users. This combined research approach gave the client a high-level view of their competitive standing, and clear actions to refine their own platform.

Using a structured, research-driven process, SPR gathered data, mapped user journeys, and rated each platform using a comparative scoring system.

Self-Analysis: Evaluating the Client’s Platform: SPR’s first goal was to evaluate the client’s platform using a set of core user experience principles (heuristics). The team explored every facet of the B2B experience, assessing navigation, workflow, interactivity, and personalization, and then scored each area to understand current strengths and growth opportunities.

The audit showed that the client’s platform was well-suited to basic B2B functions, like bulk ordering, but could benefit from streamlining in complex areas such as account management and user onboarding. SPR highlighted opportunities to introduce contextual guidance within complex workflows and improve task flows.

Recommendations: SPR recommended that the client enhance first-time user onboarding, simplify key workflows, diversify communication channels, and refine personalization to offer a more tailored experience across different business types and user roles.

Competitive Analysis: Insights from the Competitor’s Platform: In parallel, SPR analyzed the competitor’s B2B platform to identify strategies the client could adopt or improve upon. This analysis focused on how the competitor provided a cohesive user experience between its consumer and business platforms, along with engagement tools to retain business customers.

The competitor’s platform made it easy for users to move between consumer and business shopping through a unified interface, well-placed cross-site promotions, and personalized engagement. However, the platform stumbled in areas requiring complex workflows, such as user role management.

Recommendations: SPR advised the client to consider adopting a unified UI that made switching between consumer and business accounts seamless. Other recommended strategies included implementing cross-site promotions and dynamic user segmentation to better serve B2B customer needs.

Comparative Scoring and Strategic Roadmap: By providing a side-by-side comparison of the client’s and competitor’s platforms, SPR illustrated both platforms’ strengths and clear areas for improvement.

Recommendations: SPR’s strategic roadmap focused on six key improvements:

• Onboarding and Support: Introduce a progressive onboarding flow that supports new users and improves first-time success.
• Workflow Simplification: Streamline workflows for complex tasks like multi-user permissions to reduce cognitive load.
• Enhanced Communication: Broaden communication beyond email, making it easy for users to access updates and relevant information.
• Personalized Role-Based Experiences: Tailor experiences based on user role and account type for a more relevant, efficient journey.
• Cross-Site Promotion: Use promotions across both consumer and business platforms to encourage account switching.
• UI Consistency: Adopt a consistent, intuitive interface that guides users through the platform seamlessly.

SPR’s combined analysis gave the client a comprehensive view of their current B2B platform and a data-driven roadmap to achieve an improved, competitive experience. This dual approach clarified exactly where to make enhancements for business users.

Key takeaways included:

• Holistic Strategy Development: By viewing both platform strengths and competitive practices, the client could build a well-balanced roadmap that focused on high-priority improvements.
• Enhanced Engagement: The analysis pinpointed actions to create a more intuitive, supportive experience for business users.
• Competitive Positioning: With SPR’s recommendations, the client gained a clear path to implement features that set their B2B platform apart and could meet evolving customer expectations.

For companies looking to gain an edge in the B2B market, understanding both internal strengths and competitive positioning is critical. SPR’s two-part analysis offered this client clear insights and a targeted, data-backed strategy to drive meaningful improvements. This project shows how an informed approach can transform the B2B experience, equipping companies to deliver on the promises of usability, efficiency, and value that today’s business customers expect.