Over the past few years there have been a number of improvements in how consumer websites work. No doubt everyone has heard the buzzwords, “Mash-ups”, “Web 2.0” and “The People Internet” many times over the past years. Below is an attempt to define the buzzwords into three basic categories:
New Technologies
Sites are utilizing new technologies such as advanced Java or Ajax in their websites. These allow for more functionality on one web page. Which basically means users get the answers they are looking for faster and more accurately than before. A good example would be kayak.com.
Data Management and Data Integration
Improvements in data forms insure the information collected (and displayed) on websites is correct and complete. Sites have also been integrating behavioral data (what users do on a site) and declared data (what users type into a website form). Again the result is a better user experience with more customized and more accurate information. Finally, sites are integrating related datasets from 3rd parties to provide a richer (and more convenient) experience. A good example would be websites integrated maps.
User Generated Content
There is now so much content out there that it’s hard for users or sites to figure out what is useful and what is useless. This explains the proliferation of user rating systems across many news and shopping sites. Sites like Yahoo Answers take this even further as all the site content is provided by the user’s themselves. Community and social networking sites allow users to connect with others who share the same interests or simply to manage their own personal and professional contacts in a better way. In short, it’s all about getting users to generate the content and then help them navigate it through well-thought out structures and ranking systems.
While the consumer internet continues to evolve most trade marketplaces have missed the trend. They seem to rely on the standard Yellow Pages model they have used since before the internet. Once user’s get the phone number or email address they need, off they go. Below are a few simple ideas on how trade marketplaces could take advantage of the new technologies on offer:
Better Data Management
- Differentiate agents, manufacturers and service companies (insurance, logistics, etc) with different data forms. Both service companies and agents work differently from manufacturers, but most sites treat all groups in the same way. Wouldn’t it be nice if you could find the 5-10 products you want to buy and then hire an agent or logistics company to manage the purchase/shipping for you?
- Verify more data. In many countries its possible to confirm mailing addresses and phone numbers 100% accurately using 3rd party tools. Double verification of email addresses, and website URLs would also improve data quality and your chances of getting in touch. Inactive users should also be penalized or hidden to prevent user frustration.
More Integrated Services
The lowest hanging fruit for B2B sites must be integrated Voice Over IP. Imagine how much easier life would be if you only needed to “click-to-call” a supplier. If a routing system insured that you would reach their salesperson, and if a voicemailbox picked up if they weren’t available. Furthermore, it would be a lot easier if your Outlook and your address book seamlessly integrated with the communications tools used by so many trade sites.
Real Time Filtering
Using Ajax or similar technologies trade sites could let you filter a list of buyers or suppliers by different criterion in real time. No more popups, and no more page loads.
These are just a few basic ways trade sites could evolve. Let us know your ideas!
