18 Actionable B2B Ecommerce Best Practices

18 Actionable B2B Ecommerce Best Practices

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What Are B2B Ecommerce Finest Practices?

B2B ecommerce greatest practices are pointers that assist companies with ecommerce websites extra efficiently promote merchandise to different companies.

These greatest practices can enhance person expertise, conversion charges, and buyer satisfaction.

Listed here are 18 ecommerce greatest practices B2B companies can use.

1. Guarantee Your Web site Is Error-Free

A B2B ecommerce web site that runs easily can appeal to extra guests and convert them at larger charges.

Parts like quick web page load occasions, purposeful hyperlinks, and good navigation enhance person expertise and assist folks successfully use your web site. When folks can use your web site with ease, they’ll be extra more likely to convert. 

Plus, an error-free web site improves your visibility within the search outcomes. You possibly can rank larger and drive extra site visitors again to your on-line store. 

Use the Site Audit software to verify for errors in your web site.

To get began, open the software. Click on the “+ Create challenge” button.

“+ Create project” button highlighted under Site Audit

Fill in your area and challenge title (non-obligatory). Then click on “Create challenge.”

"Create project" pop-up window in Site Audit

Within the “Web site Audit Settings” menu, observe the prompts to arrange your challenge. Our detailed setup guide may help you configure the audit on your wants. Or, the defaults are a superb place to begin.

When prepared, click on the “Begin Web site Audit” button.

"Site Audit Settings" window

Web site Audit will take a couple of minutes to conduct a whole audit of your area. 

Site Audit tool loading the audit of a domain

As soon as the “Pages Crawled” column reveals that each one pages have been crawled, click on the title of your challenge to evaluate the detailed outcomes. 

"100/100" appeared under "Pages Crawled" column in Site Audit

Click on the “Points” tab for a listing of issues to repair. 

"Issues" tab in Site Audit tool

Frequent points embody issues like damaged photographs, damaged hyperlinks, and URL return errors.

These points are sorted into “Errors” (most extreme), “Warnings” (medium severity), and “Notices” (least extreme). 

"Errors," "Warnings" and "Notices" widgets highlighted in the Site Audit upper menu

Use these classifications to prioritize what to repair first.

To verify web site pace, go to the “Overview” tab. Search for “Thematic Experiences.” Then click on “View particulars” below “Web site Efficiency.”

"Site Performance" widget highlighted in the Site Audit overview dashboard

The “Web site Efficiency” report offers perception into your web page pace. You possibly can work by the errors, warnings, and notices to enhance your web page pace. 

The "Site Performance" report

Additional studying: What Is Page Speed & How to Improve It

Be sure to carry out audits repeatedly to catch new errors. 

You possibly can schedule automated audits by clicking the gear icon within the upper-right nook of the challenge’s homepage. Scroll down the “Web site Audit settings” part and click on “Schedule.”

"Schedule: Weekly, Every Monday" option selected under Site Audit settings section of the menu

Select how typically you’d wish to run audits. You possibly can choose from weekly audits (on particular days of the week), day by day, or as soon as.

Site Audit Settings schedule page

We suggest beginning with weekly audits. However you may change your audits to day by day if you would like to maintain a better eye on web site efficiency.

2. Optimize Product Listings

Excessive-quality product listings in your ecommerce web site can appeal to extra consumers. 

There are three areas to optimize:

  1. Product classes
  2. Product imagery
  3. Product copy

Product Classes

Organizing merchandise into related, easy-to-understand classes. This makes it easy for prospects to search out the merchandise they want.

The classes you create ought to rely in your prospects and be based mostly on the main points they discover most helpful.

For instance, envelope firm Web site Audit categorizes their merchandise in line with well-liked options like coloration and materials.

Product categories and filters on Blake's page

Assessment your web site search information—the phrases folks use in your web site’s search perform—to see which search phrases folks use to search out what they want. 

"yellow envelopes" entered into the search bar

Search for patterns you should utilize to create classes on your merchandise.

In case your analytics doesn’t acquire web site search information, attain out to a developer to set it up for you.

Product Imagery

Excessive-quality product imagery makes your model seem skilled and helps instill belief.

Should you promote bodily merchandise, embody a number of images of every product to showcase totally different angles. This manner, customers can get a superb take a look at your product without having to view it in individual. 

For instance: B2B retailer Quill contains a number of photographs for his or her paper cup itemizing:

Images section highlighted for "Paper Hot Cup" product listing on Quill

Product Copy

Good product copy, like titles and descriptions, can improve conversions and get extra site visitors to your web site.

Your product title ought to precisely describe what you promote. 

Take Envato Market. They promote themes for WordPress websites. On this product web page, the title names the theme and describes who it’s for (on this case, legal professionals and consultants).

"A Theme for Lawyers and Consultants" product listing on Envato Market

Product descriptions ought to spotlight product particulars that your purchaser would wish to know, like options, amount, or dimensions.

Discover: on the JusticeLAW product web page, Envato Market contains the date the theme was revealed, whether or not it’s excessive decision, whether or not it’s widget prepared, what browsers it’s suitable with, and what number of columns it has for content material. 

The data within the description ought to assist prospects determine whether or not that is the appropriate product for them. 

The outline also needs to describe the advantages of your product. So prospects will perceive how your merchandise will fulfill their wants and targets.

Beauty distributor Beauty Packaging Now highlights product options and advantages of their product description:

Product description and "features & benefits" sections highlighted under lip gloss container product listing on Cosmetic Packaging Now

Lastly, ensure to include keywords into your product descriptions and titles. 

Key phrases—phrases or phrases folks seek for—assist serps perceive your content material and rank it within the search outcomes. The upper your content material ranks for related key phrases, the extra searchers will discover you.

Use the Keyword Magic Tool to find out which key phrases to incorporate in your product descriptions and titles.

To start out, open the software and enter a brief description of your product within the textual content discipline. For instance: bulk paper towels. 

Choose your location within the drop-down. Then click on “Search.”

"bulk paper towel" entered into Keyword Magic Tool search bar

Assessment the steered key phrases. 

You’ll choose just a few variations to incorporate in your product description.

A list of keywords related to "bulk paper towel" in Keyword Magic Tool

In our instance, we’d use “bulk paper towels,” “paper towels in bulk,” and “bulk paper towel” based mostly on this key phrase listing.

Simply ensure you don’t embody too many key phrases. This is named keyword stuffing. It’s a spammy apply that might harm your rankings, in line with Google.

You’ll know when you have too many key phrases in case your copy sounds unnatural. Or if the key phrases you’ve included sound pressured.

That can assist you write higher product copy, use the SEO Writing Assistant.

Open the software and click on “+ Analyze new textual content.”

“+ Analyze new text" button selected under SEO Writing Assistant

Enter the key phrase(s) on your product itemizing within the “Key phrases” enter space on the appropriate. Regulate your audience (location, language, and machine). Then click on “Get suggestions.”

"Keywords," "target audience," section and "Get recommendations" button highlighted in SEO Writing Assistant

Now copy your product description into the textual content field on the left.

The search engine optimisation Writing Assistant will grade your description and provide you with ideas to enhance it.

"Bulk Paper Towels" product description (left) and the score section with improvement recommendations (right) in SEO Writing Assistant

3. Optimize Web site Navigation

Customers will keep in your web site longer (and doubtlessly convert) if they’ll simply discover the data they’re on the lookout for.

For instance, say a person needs to ask your assist crew a query. However they don’t see a hyperlink to your assist web page. They may get annoyed and go away.

To repair this, add hyperlinks to key pages to your web site’s seen menu. 

Web site navigation additionally helps serps perceive the construction of your web site. Meaning you may rank larger within the search outcomes.

Printing firm Vistaprint’s well-organized web site navigation makes it simple for prospects and present prospects to search out what they want. From merchandise to assist pages, customers are solely a click on away from necessary content material.

Vistaprint’s website navigation section

Intuitive web site navigation lets prospects discover your web site with ease. And prevents them from feeling annoyed and leaving.

You should utilize web site menus to prepare your web site construction additional. 

Discover: If you hover over Vistaprint’s navigation, a well-organized menu seems, with hyperlinks to different pages customers would possibly discover necessary.

Hovering over "Business Card" in Vistaprint’s navigation, opens a well-organized drop-down menu

Additionally contemplate enabling breadcrumbs in your web site—a navigational path product of hyperlinks—to help navigation. Like this:

An example of breadcrumbs from BestBuy's site

Breadcrumbs let customers perceive the place they’re in your web site. They will discover with out getting misplaced.

Within the instance above, customers on the lookout for a MacBook might shortly click on on the “Computer systems & Tablets” hyperlink to discover different forms of units. 

Lastly, keep in mind to optimize the navigation in your footer (the part on the backside of your web site). Footers are your alternative to focus on helpful content material that you just won’t concentrate on in your important navigation. 

BestBuy's footer navigation

Your footer can embody:

  • Hyperlinks to contact pages or contact info
  • Hyperlinks to social media profiles
  • E mail sign-up varieties
  • Hyperlinks to authorized paperwork (like your Privateness Coverage and Phrases & Circumstances) 
  • Hyperlinks to assist pages and assist heart paperwork

Creating a strong search expertise is likely one of the most potent B2B web site greatest practices. 

The search bar in your web site lets prospects discover what they want. Finally it will possibly enhance gross sales and person satisfaction. 

Listed here are some ideas:

  • Make the search bar simple to find. Make sure the search bar is accessible for fast product searches—ideally on the high of the web page.
  • Account for misspellings. Add incorrect spellings to your search perform so customers can discover what they want even when they didn’t spell the phrase correctly.
  • Embrace search outcomes with photographs. Search outcomes with product photographs, costs, and portions make it easy for customers to search out what they want.
  • Add predictive search. Improve the search expertise with predictive or autocomplete options that seem as customers sort queries.
  • Add options. Add product options to assist prospects discover one thing they won’t understand they want.

Right here’s an instance of a user-friendly search bar from heavy-duty components producer FleetPride.

FleetPride's user-friendly search bar

By bettering your web site’s search, customers can discover what they want quicker. And finally, extra simply make a purchase order. 

5. Optimize Your Web site for Cellular

You possibly can enhance person expertise by having an internet site that’s simple to navigate on each desktop and cell units. 

Think about your prospect is away from their desk after they understand they should place an order with you. They pull up your web site on their telephone.

In case your cell web site is user-friendly, they’ll be capable to place their order with just a few faucets.

But when your cell web site is difficult to navigate, they may get irritated, and select to purchase from a competitor. 

You possibly can optimize your web site for cell by:

  • Making certain cell pages load quick
  • Together with giant and tappable buttons
  • Ensuring the font is giant and straightforward to learn on smaller screens
  • Utilizing a responsive design that adjusts to screens of various sizes
  • Incorporating cell cost choices

6. Make It Simple to Get a Quote

Should you don’t have clear pricing alongside every product, instruct prospects on how they’ll get a customized quote. 

In any other case, they may get confused and head to a competitor.

Industrial provider Gardner Denver does this by including a “Request a Quote” button alongside their merchandise:

“Request a Quote” button highlighted under a product listing on Gardner Denver's site

Clicking the button brings customers to a quick kind.

"Get your Quote” form on Gardner Denver's site

B2B pricing could be advanced. Keep away from passing that complexity on to your prospects. Make it clear how they’ll get a quote. 

7. Streamline the Buy Course of

Simplifying the acquisition course of turns extra prospects into consumers.

The B2B shopping for course of is advanced. It typically entails a number of folks and in depth product analysis. The very last thing you need to do is snag up a buyer who’s made it far sufficient to aim a purchase order. 

Your objective? 

Make it as simple as attainable to finish a transaction. 

Take into account a one-page checkout the place prospects can evaluate their order and enter particulars (like transport info and cost particulars) multi function go.

Present a wide range of cost strategies. Like bank cards, Apple Pay, PayPal, and AHC funds. 

This provides prospects flexibility. And will increase the chance they’ll full the acquisition.

Lastly, present invoices instantly after checkout (if attainable). B2B prospects typically want invoices for accounting functions. They’ll recognize having one instantly. 

8. Safe Your Transactions 

Clients shall be extra prepared to belief you in the event that they know you’ll course of their transactions in a safe method.

B2B transactions typically contain giant sums of cash. Companies want reassurance that their funds gained’t be compromised or misplaced throughout the transaction.

First, ensure your web site serves HTTPS. Hypertext Switch Protocol Safe (HTTPS) ensures info despatched to your web site—like cost info—stays personal and safe. 

You possibly can verify to see in case your web site has HTTPS by on the lookout for a padlock beside your URL:

A padlock beside "macys,com" URL highlighted, signifying a secure connection

HTTPS can also be a ranking factor. Not solely will it instill belief in your customers, it could additionally enable you rank larger within the search outcomes, in line with Google.

Then, ensure to safe cost gateways, so prospects really feel snug shifting ahead with their buy. Work carefully together with your internet developer to make sure your cost gateways have strong safety measures, like two-factor authentication.

9. Make Reordering Easy

You possibly can improve buyer expertise (and develop your backside line) by making it simple for purchasers to reorder. 

If it’s difficult for purchasers to make repeat purchases, they may find yourself shopping for from a competitor. 

Make it simple for purchasers to reorder by:

  • Including reorder hyperlinks to digital invoices and affirmation emails
  • Establishing automated (and pre-authorized) reordering choices 
  • Including reorder hyperlinks inside buyer portals 
A visual showing user's account and order tracking of products, with an "reorder" green button next to every order

This manner, prospects don’t want to look your web site to attempt to discover the product they need to order once more. (Or attempt to keep in mind what they beforehand ordered.)

10. Refine the Put up-Buy Course of

The very best B2B buyer experiences don’t finish when a transaction is full.

Keep within the loop with prospects after they buy. This provides you a chance to make sure their satisfaction and allows you to collect worthwhile insights.

Your post-purchase course of ought to embody:

  1. Order affirmation emails so prospects know their order went by 
  2. Order standing emails so prospects know what’s occurring with their order
  3. Delivery and monitoring info so prospects know when to count on their merchandise
  4. Supply updates to inform prospects of profitable deliveries or delays

Clients shall be much less more likely to attain out to you with questions after they know the standing of their order.

You also needs to ship out a buyer satisfaction survey after prospects obtain their merchandise.

A visual of a simple customer satisfaction survey

Buyer satisfaction surveys allow you to pinpoint areas of frustration all through the shopping for course of. Use this suggestions to enhance and refine the method. 

Your prospects shall be delighted after they see you’ve applied their suggestions.

11. Create Content material to Entice Prospects

Helpful content material—like blogs or information base articles—may help you appeal to prospects if it ranks extremely within the search outcomes.

For instance, let’s say you promote industrial stitching provides. You possibly can publish informative articles about business tendencies, purchaser’s guides, and gear upkeep ideas. 

Then, when folks seek for subjects associated to your business, they’ll (hopefully) click on your web site within the search outcomes.

A result from Techsew Sewing Machines highlighted on Google SERP for "best industrial sewing machine needles" query

After studying your content material, they may join your e-mail listing, attain out with additional questions, or change into a buyer. 

In case your content material hyperlinks to related merchandise, they may even click on by and make a purchase order instantly. It is a nice option to convert readers to consumers.

Right here’s how to write content with the perfect likelihood of rating extremely in search outcomes.

Earlier than writing content material, it helps to know which key phrases you need to rank extremely for. 

Keyword Manager may help. 

To start out, open the software. Click on the inexperienced “Create listing” button.

“Create list” button highlighted under Keyword Manager tool

Add just a few seed key phrases (key phrases that describe your product or area of interest), select a location-based database, then click on “Create listing.”

"Create list" button highlighted under setting up Keyword Manager page

It could actually take a couple of minutes for Key phrase Supervisor to organize your lists.

As soon as they’re prepared, undergo the clusters to discover a matter you need to craft a weblog put up about. 

After selecting your matter, click on the “Write content material” button.

Keyword Manager results for "website themes" keyword

Select whether or not you need to write for cell or desktop customers. Then click on “Ship key phrases.” 

"Send To SEO Writing Assistant" pop-up window

This opens the SEO Writing Assistant the place you may write your weblog put up immediately within the editor. 

The search engine optimisation Writing Assistant grades your textual content based mostly on its readability, search engine optimisation, originality, and tone of voice.

SEO Writing Assistant editor with content score section on the right-hand side

Use the options to enhance your content material so it reads properly and has a greater likelihood of rating extremely.

You’ll need to write and publish content material frequently, following a schedule that matches your online business. Some companies could discover they’ve capability to publish one article a day. Others could publish one per week.

With a constant publishing schedule, you’ll at all times have contemporary content material for serps and your viewers. 

12. Create Empowering Content material to Retain Clients

Clients are much less more likely to transfer to a competitor if they’ve a terrific buyer expertise, in line with Qualtrics

That’s why your ecommerce content strategy also needs to embody content material that helps your present prospects. 

You would put collectively upkeep guides, troubleshooting manuals, or greatest apply paperwork. These assist prospects resolve points and get probably the most out of their purchases.

Determine what prospects battle with—both by chatting with them or speaking with assist employees. 

Then, write content material that helps them in these struggles.

For instance: Dental provider Henry Schein made a library of fast reference guides:

Henry Schein's "Quick reference guides" library page

These guides educate their prospects to handle their accounts and place orders. This manner, prospects don’t have to depend on—or watch for—another person to unravel points for them.

Content material doesn’t should concentrate on problem-solving to be helpful. Writing about business tendencies, sharing case research, or offering thought management not solely retains prospects engaged and your model high of thoughts—it additionally positions you as a trusted professional within the discipline. 

For instance: If your organization offers bookkeeping companies to different companies, you might write an article with high ideas companies can use to outlive tax season. 

You’re not pitching your product immediately, however you are entertaining and informing your audience. This encourages them to construct a relationship with you.

13. Use Buyer Insights to Personalize Person Experiences 

Personalizing the person expertise makes customers really feel understood and valued. This makes them belief you extra.

Personalization isn’t only a good contact anymore: 52% of customers and companies now count on personalised experiences, in line with Salesforce

Personalize the B2B person expertise utilizing information accessible from their interactions together with your model. 

You possibly can take a look at:

  1. Behavioral information like what they’ve looked for in your web site and what pages they’ve visited most frequently. Then, serve up extra of that content material in emails and on-site suggestions for that person. 
  2. Transactional information like their common order worth, their buy frequency, and common buy timing. Use these insights to set off an applicable up-sell marketing campaign or a particular provide proper earlier than their subsequent possible buy time.
  3. Buyer profile information like their function inside the firm. This allows you to ship content material that’s extremely related for that particular person—like a publication that features advertising ideas within the CMO’s model and tech tendencies within the CTO’s. 

Your prospects will recognize the added personalization when it ends in extra related experiences for them.

14. Ease Choice Making with Helpful Content material

Useful and informative content material—like product guides or regulatory paperwork—makes determination making simpler for prospects.

Your potential buyer could have a number of folks concerned within the shopping for course of. Like authorized departments, managers, and end-users.

Every individual wants particular info to determine if they need your product:

  • A authorized crew would possibly need to know in case your product complies with native legal guidelines
  • Managers would possibly need to understand how their workflows are going to be impacted
  • Finish-users would possibly need to know in case your product integrates with the programs they already use

First, determine who’s concerned within the decision-making course of. Ask customer-facing groups and even prospects immediately. 

Then, discover out which questions they want answered with a view to really feel assured shopping for your product. Create content material to fulfill these questions and ease their considerations.

This manner, prospects can collect up the data they should current to stakeholders. And finally, decide quicker.

Listed here are just a few examples of content material you may create:

  1. Detailed product catalogs
  2. Informational movies
  3. Product guides
  4. Regulatory paperwork
  5. Infographics
  6. Use circumstances
  7. Case research 
  8. Buyer critiques and testimonials
  9. Product comparisons
  10. Return insurance policies

Company gifting platform Chocomize options varied case research and use circumstances. These assist potential prospects see how they may use Chocomize’s product.

Chocomize's "Corporate Gifting - Case Studies" page

15. Provide Sturdy Buyer Help 

Nice buyer assist builds belief and loyalty. It additionally improves buyer confidence and satisfaction.

For very good buyer assist, ensure:

  1. Help employees members are educated
  2. Avenues for assist are accessible
  3. Questions are answered in a well timed method

Educated Help Employees

Be sure to have a devoted buyer assist crew. 

They need to be extremely educated about your merchandise and able to reply any queries thrown their method.

Accessible Help

Clients ought to understand how they’ll get in contact together with your assist crew. And getting in contact with assist must be simple.

Take into account including a web page in your web site that directs prospects to numerous avenues for assist. Like telephone numbers, e-mail addresses, reside chats, and assist boards.

See how workplace provide firm Uline’s contact web page lists FAQs, contact data, and a hyperlink to a reside chat. Clients and potential prospects can select which assist channel fits their wants.

Uline’s contact page

Being accessible to assist improves buyer satisfaction. It makes prospects really feel like they made the appropriate determination in selecting to do enterprise with you.

Well timed Responses

Reply questions as quickly as attainable. Availability could differ relying on the assist channel, so it’s greatest to be upfront about wait occasions.

For instance, typical response occasions for assist emails are round 12 to 24 hours. However a request for assist by way of chat must be answered a lot sooner—possible inside a couple of minutes. 

Inform your prospects how quickly they’ll count on a response from every channel. The proactive transparency provides prospects a reference level so that they don’t change into annoyed ready for a response.

Digital retailer Monoprice lists the hours beside telephone and chat assist so prospects know whether or not their requests shall be answered instantly.

Monoprice’s contact page

16. Acquire and Analyze Analytics

Analytics inform a vivid story about your viewers. They typically result in insights that you should utilize to enhance your choices, information your online business choices, and, finally, improve buyer satisfaction. 

For instance: let’s say you discover the bounce rate—the variety of folks leaving a web page in your web site with out going to a different one or finishing one other specified motion—is excessive in your product web page.

After reviewing the web page, you hypothesize that your product photographs aren’t drawing folks in.

Together with your speculation, you may carry out an A/B check. That is whenever you check two variations of 1 variable towards one another.

A visual showing two different variations of a product image, for A/B testing

On this case, you’d check your present product picture towards a distinct one to see which performs higher.

Analytics additionally pinpoints which advertising channels are best. 

For instance, for those who discover that LinkedIn brings the very best conversions, you might need to focus your social media advertising efforts on LinkedIn.

A constant presence and unified voice throughout social media platforms helps folks acknowledge your model.

And when folks acknowledge your model, they’re extra more likely to change into prospects, in line with the Journal of Research of Social Sciences.

Social media isn’t only for B2C manufacturers. The truth is, 75% of B2B buyers use social media to make shopping for choices. As a B2B model, you may attain necessary determination makers on social media.

To start out, determine which social media platforms determination makers in your business spend time on. You possibly can possible discover this info by speaking to previous prospects. Or reviewing their demographics and evaluating it to utilization patterns for well-liked social media platforms.

As soon as the place to search out them, create a social media advertising plan for that channel.

Repurpose the content material out of your web site—like weblog posts or assist guides—into bite-sized social media posts.

Lastly, use the Social Poster software to schedule social media content material.

Right here’s how.

Open the software. Connect your social account. Then click on “New put up.”

“New post" button selected above Social Poster calendar

Create your put up and click on ”Schedule.”

Creating a new post window in Social Poster tool

Repeat this course of to create and schedule content material to go reside at common intervals. 

This manner, potential prospects see constant content material throughout your social media accounts.

18. Carry out Competitor Evaluation

Understanding how your opponents are performing in search outcomes pages helps you see areas of alternative. 

Use Ecommerce Keywords Analytics to investigate business opponents and discover out which key phrases result in the very best conversions. 

Ecommerce Keywords Analytics dashboard for "adidas samba" search

Understanding which key phrases are resulting in conversions may help you determine new merchandise which have an opportunity of being worthwhile. 

Subsequent, use EyeOn

EyeOn permits you to monitor your opponents so that you could be the primary to know after they replace their pricing or introduce new merchandise. 

To start out, open the software and enter as much as 20 competitor URLs. Then click on “Begin free monitoring.”

EyeOn tool search bar

Undergo the report. 

Pay particular consideration to any new exercise below “Google Search Adverts” or “New Pages.” 

“Google Search Ads” and “New Pages" tabs highlighted under EyeOn dashboard

These updates can clue you into merchandise your opponents are promoting (and ones you would possibly need to contemplate promoting). Together with any new product pages they create. 

You’ll additionally obtain weekly alerts despatched to your e-mail. That method you don’t want to fret about refreshing the report every week.

Enhance Your Ecommerce Web site

Every greatest apply listed above can enhance your ecommerce web site and, in flip, your conversions.

And with Semrush, yow will discover key phrases, keep watch over your opponents, and handle social media multi function platform.

Strive Semrush without spending a dime and enhance your B2B ecommerce web site right this moment.

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