Distributors often look to direct-to-consumer giants for website inspiration, but B2B buyers have fundamentally different needs. They are not shopping for entertainment: they are doing a job. Kyler Nixon sits down with Tari Elkin from Restek Corporation to break down exactly how to convert busy lab managers into loyal customers.

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The secret is not adding more features: it is removing the barriers that stop the sale. Tari explains why Restek moves past vanity metrics to focus on pure utility. She shares a specific case study in which shifting the burden of account verification from the customer to the internal team led to a 40% increase in conversion rates. Kyler and Tari also discuss the critical role of accurate product data in preventing costly downtime for clients and how to prepare your digital infrastructure for the upcoming shift toward "Answer Engine Optimization."

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Tari Elkin helps lead the digital experience at Restek Corporation, an employee-owned developer and manufacturer of chromatography products based in Bellefonte, Pennsylvania. With a background in research at Oregon State University, Tari bridges the gap between technical scientific needs and seamless e-commerce experiences. She focuses on data-driven enhancements that simplify procurement for lab managers and scientists worldwide.

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1. The Utility Mandate: Why B2B buyers care more about finding invoices and tracking shipments quickly than they do about flashy website designs.
2. The 40% Conversion Win: How Restek changed their account linking process to remove friction at the cart level and drastically increased sales.
3. Customer Advisory Panels: A practical framework for meeting with your most vocal customers biannually to validate your roadmap.
4. Rethinking Subscriptions: Using subscription models to give buyers control and flexibility rather than trapping them into unwanted monthly orders.
5. The Cost of Bad Data: Why a wrong SKU is just an annoyance in retail but causes massive revenue loss and downtime in industrial and scientific sectors.
6. Roadmap Strategy: Organizing agile development into boulders, rocks, and pebbles to balance major innovations with necessary maintenance.
7. Future-Proofing for AI: Preparing product data for "Answer Engine Optimization" so bots and humans can find your inventory.

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1. Restek Corporation