Liu Yupeng of Yiyingbao: Deep operational technology for building B2B independent sites

At the "2018 Global Cross-border E-commerce Service Resource Conference" - Cross-border E-commerce Independent Station Brand Overseas Technology Matchmaking Conference, Liu Yupeng, CEO of Yiyingbao, delivered a keynote speech, in which he shared his experience and information on B2B website building. He said that when building a website, you need to think about three issues. First, the 3P principle: First, you need professionals. Second, you need a professional independent station or static. Third, you need professional services. Building a B2B site, or even a B2C site, is not a one-time thing. After building the site, you need to continuously optimize the user experience and make changes.

The following is the original speech:

Liu Yupeng: Hello everyone, I am Liu Yupeng from Yiyingbao, and I am here to share with you my experience and information on B2B website building.

When building a website, you need to consider three issues, the 3P principle : First, you need professionals. Second, you need a professional independent website or static website. Third, you need professional services. These are the three points that all bosses should consider before doing foreign trade B2B business.

Here I would like to share with you the professional basics of B2B website building. First of all, there is a " 5W1H rule ", which includes how to build our website, what is the purpose of building a B2B site, who we are showing it to, where our customers come from, what language they speak, what devices they use, and how they finally contact us.

How to use independent websites. Some guests just shared good information about why we need professional independent websites, because independent websites can help us obtain user channels, help us display more effective information, and display detailed information through videos, pictures, etc., and can also help us make transactions on B2B sites.

Who will be our visitors ? When building a B2B independent site, we need to think about who our visitors are, including purchasing managers, bosses, technicians, and ordinary visitors. What content does the boss care about most when browsing our website, what content does the purchasing manager care about most when browsing the website, and what content does the technician care about when browsing the website. The technician will be more concerned about technical parameters, detailed lists, and how to connect. Ordinary visitors will care about basic information such as company introduction and company products, rather than professional content.

When building a B2B site, we need to consider where the customers come from. For example, if the market is the Russian market, we need to make the site, content, and style as close to the habits of Eastern European market customers as possible. Where the visitors come from can help us prepare for more promotion in the future. For example, if the customers come from the Russian market, should we consider marketing and promotion on many Russian platforms in the future ?

What language do customers speak? When building a site, you need to consider what the customer's native language is. There are 570 million English speakers in the world, accounting for about 7.6%, and 73% of the population speaks other languages. We need to consider what the customer's language is so that they can better understand our products and customers.

What devices do customers use to browse our site ? Yesterday, a guest shared that the highest rate of mobile device Internet access in the world is in Nigeria, Africa. If our products, equipment, and services are exported to Africa, building an independent PC site is not the best choice. On the contrary, building an independent mobile site, a site that can be browsed by mobile phones or other mobile devices, becomes the first choice. Therefore, it is very important for us to understand what kind of devices users use to browse the site.

When customers learn enough information and content through the site and want to contact us, this is the most important link, showing all contact information to customers. We can get in touch with us through Facebook, phone, forms, etc. This is a very important link when customers consult our product information.

Let's call that part "5W1H rule". After we build an independent site, we need to have in-depth optimization and suggestions, which is also to provide you with more content on the technical point.

After we build an independent site, we can use Google's Search Console to register our website. After our site is registered, it can basically be guaranteed to be included in Google within 2-3 days. We can understand what problems the site has, which pages are not good, etc., and we can also understand which natural search traffic will come from Google in the future. We can further optimize for keywords or place more ads. Search Console is very helpful for independent site operations.

The overall speed of the entire website has been improved. Studies have shown that shortening page loading time can significantly increase sales and conversion rates. When our website loading speed is increased from 15 seconds to 7 seconds, our conversion rate can be increased by about 24%. When I went to Europe two years ago, I clearly felt that the speed of mobile Internet there was quite poor, whether in Germany or France. When I went there last year, I clearly felt that the mobile Internet speed there was better. The speed of mobile Internet is related to the loading speed of the website. The faster the loading speed, the better the user experience of mobile Internet. In terms of website design and acceleration, everyone must consider it carefully.

There are many different CDN acceleration service providers, including Google Cloud, Alibaba Cloud, and Cloudflare. You can try different CDN acceleration service providers, and you don't have to stick to one. Because different CDN acceleration service providers have different strengths in different nodes around the world, you can try different CDN acceleration service providers according to the area where your business is developing, which is particularly beneficial to the conversion of your B2B business and the improvement of the overall page loading speed.

Since 2016, Google has been promoting mobile acceleration technology, which is currently used by many companies. This case is the mobile site of BMW application. Some Chinese companies also use AMP technology, including AliExpress. When building a mobile site, two aspects should be considered: PC site acceleration and mobile site acceleration. The acceleration of mobile sites should consider AMP technology, which will maximize the loading speed of the website, and generally can be controlled to complete the loading in about 3 seconds. After the AMP site is acquired by Google, there will be a flash point mark. You can see the flash point mark in the lower left corner of BMW. This is a very special mark in the search page, which will tell the search user that this is a site that complies with the AMP site rules, the loading speed is very fast, and the user experience will be very good.

After we build the site, we hope that all technical staff or service personnel will consider the Page Speed tool. What does it tell us? It tells us that the entire page loading process affects the slow loading speed. What are the problems with the page tested by Page Speed? Page Speed is divided into two modes. One mode is the Page Speed test for desktop devices, that is, PC sites, and the other is the test for AMP mobile terminals. Everyone should consider both site testing methods.

GA data analysis, we can use GA data analysis to understand customer behavior on the website. Through GA analysis, we sometimes even need to rebuild the B2B site, or even rebuild, or rebuild the content of the B2B site page. According to the customer's stay time on our page, loading speed, bounce rate, and even conversion rate, etc. Building a B2B site, or even a B2C site, is not a one-time thing. After building the site, we need to continuously optimize the user experience and make changes. The data source for changing the layout, content, and even pictures and texts of the website mainly comes from GA data analysis, so this data is also very important.

Let's talk about what Yiyingbao can do for you. Yiyingbao can build the professional sites mentioned above, PC sites, AMP sites. In addition, it uses Google's intelligent neural machine translation and can provide sites in 98 languages. In addition, it integrates multiple CDN technologies such as Google Cloud, Amazon, and Alibaba Cloud. It also integrates Google's data analysis.

This is the technical operation interface of Yiyingbao, which is a leading platform for technology application in domestic B2B foreign trade sites. It adopts various most advanced technologies, especially in AMP sites.

The advantages of AMP sites are that they open quickly, the customer bounce rate will become very low, the page views will become larger, AMP will improve the website's search engine ranking, and it is suitable for browsing on mobile devices, so the ROI is quite high.

When building a website, we need to consider the language issue. When we build a B2B site, should we build a site in a minority language? Yiyingbao can help you build a site in more than 90 languages, and more than a dozen languages may be frequently used. When building a multilingual minority language website, it is generally translated from the original English version, not from Chinese, which is conducive to the comparison of Latin languages, which will be more accurate.

Other advanced features are integrated into the system, including Google Analytics, Google Smart Shopping, Google Page Speed, CDN, which are all technologies integrated by Easy-to-use. These professional technologies are integrated into one platform, so end customers and users do not need to build them themselves or re-purchase technologies. Especially in terms of CDN services, it is easy to switch between different CDN service providers, and everyone can test the loading speed of their own websites and obtain more data to adjust their own websites.

This is a comparison picture. The top is the data of the traditional site, and the next is the data comparison after applying the Easy-to-use independent site. This is one of our customers. When he gets the same number of independent visitors, after the independent site adopts AMP technology on the mobile terminal, the page views have increased by more than 60%, the stay time has increased by 50%, and the conversion rate has increased by 55%. After building a professional B2B site, you can actually reduce advertising costs a lot and improve a lot of benefits for the business.

Thank you all for your communication.