5 Tips to Improve Your Manufacturing Website Conversion Rate

Creating a website for your manufacturing business is about more than just having an online presence. It’s about getting eyes on your company’s products and services and obtaining returning customers. While it’s important for customers to know and recognize your brand, the most critical part of the manufacturing business is completing the sale, and that’s where your website conversion comes in. That’s why our experts have put together 5 tips to improve your manufacturing website conversion rate.

How to Improve Your Manufacturing Website Conversion Rate
Simple tweaks can improve your manufacturing website’s conversion rate in no time

One way to gain (or convert) customers is by having a successful conversion marketing strategy. That’s where having a strong conversion rate optimization comes in. A savvy manufacturing business needs to make sure it’s increasing the percentage of visitors who complete a desired action on its website. If your manufacturing website is receiving a high volume of online traffic, an effective conversion marketing strategy can result in even higher sales and loyal customers.

Read on to learn about some of the simple changes for conversion rate optimization from the manufacturing marketing conversion experts at Idea Marketing Group. You can begin to improve your manufacturing conversion rate by implementing these expert tips for your business’s website. With techniques from the pros, you can be sure to achieve conversion rate optimization in little to no time and start seeing direct results.

Inplex Download Brochure Form for Improving Manufacturing Website Conversion Blog by Idea Marketing Group
Before downloading the available product catalog, customers need to enter their contact information

Create Forms to Capture Website Visitor’s Contact Details

Using forms on your landing page is one effective way to help improve your manufacturing website conversion rate. Forms allow you to easily request and document specific information from potential customers who visit your website. But while detailed information will help you learn a lot about your audience, asking too many questions may discourage them from filling out the form.

That’s why it’s a good idea to keep the forms concise and only ask for essential contact details like phone numbers, emails, and physical addresses. This information should be enough to give you the chance to follow up or complete future inquiries and sales.

If your manufacturing company offers a product or service catalog available for download or email this is another great opportunity to capture visitor information. In order to receive the information, a visitor can be required to enter their email information. This can be leveraged by your sales team by following up a few days later to see if they had any questions regarding your products or services.

Leverage the Use of Email Marketing to Improve Conversion Rate

Email marketing is an excellent manufacturing marketing strategy that can enhance your website conversion rate. Using an email strategy can help to build strong connections with potential clients and reinforce their buying intent. To drive engagement, we recommend sending email newsletters that have interactive content like quizzes, surveys, and polls.

Additionally, using personalized newsletter services will customize your emails. This is important because an audience that feels like you’re talking to them directly will be more motivated to make a purchase. Plus, emails give you a great opportunity to leverage incentives like discounts, rewards, redeemable codes, and free samples to drive even more website conversions and keep loyal subscribers. You can create and send your first personalized manufacturing marketing email campaign through MailChimp to target your new sales prospects.

Use Strong Calls to Action On Your Manufacturing Website

If people like what they see on your website, they’ll want to know where and how to buy your products and services. This is your opportunity to provide a strong call to action (CTA) to your landing page to guide prospective leads. Some examples of strong CTAs are “click here for a free quote” or “contact us to learn more.” If you fail to provide clear direction, you risk guiding your audience to the next sales funnel step and losing a potential client.

Strategically placing the CTA buttons on your website helps ensure they catch your potential customer’s eye. The right combination of buttons, colors, and phrases that fit within your brand identity improves the success of CTA. Using specific language lets your audience know what they can expect after clicking the button. A well-thought-out, compelling CTA enhances website engagement and will help improve your manufacturing conversion rate.

Inplex Call To Action for Improving Manufacturing Website Conversion Blog by Idea Marketing Group
Bright green buttons draw the visitor’s eye and encourage action

Reduce Your Manufacturing Website’s Page Load Time

A page’s load time is a critical factor that affects your website’s user journey and experience. Your manufacturing website conversion rate drops by 4.42% with every additional second of page load time between 1 and 5 seconds. The prospect of filling your website with lots of engaging content is often enticing, but adding various (non-optimized) graphics, plugins, pop-ups, and videos can greatly slow down your website and affect your website conversion rate. Best practices for manufacturing web design are critical for conversion rates.

You need to consider your audience’s attention span and patience to convert more leads. Prospective clients can get frustrated and leave when they have to wait unusually long for your page to load. Optimizing your website to obtain high loading speeds contributes to higher Google rankings during search results.

Create Ad Retargeting Campaigns for Users who Fail to Take Action

Abandoned shopping carts are a leading cause of reduced manufacturing conversion rates. One reason shoppers may feel apprehensive about submitting an order is if they encounter unexpected extra costs. Whether it’s taxes, shipping costs, or processing fees, an increase in the total cost can lead prospects to abandon their purchases. Other factors influencing cart abandonment include:

  • Lack of enough payment options
  • Security concerns
  • Vague product descriptions
  • Long checkout process
  • Unsatisfactory return policy
  • Inability to calculate the entire up-front cost

Manufacturing websites can use ad retargeting campaigns for cart abandonment to improve website conversion. In order to do this, you have to know what your audience likes for retargeting ads to work. Providing tailored content pushes encourages clients to engage with ads and make purchases. These ads can also target users who viewed specific products or services as well.

You can use the products or services your audience has interacted with before to create a customized ad message. With the perfect timing, content, testing, and frequency, retargeted ads can be a vital tool in reducing the number of cart abandonment.