Industrial businesses are increasingly relying on their website as a sales generation tool. Websites generate leads for manufacturing companies by providing information that industrial buyers are researching prior to making a purchase. When those leads turn into sales, that is typically called a "conversion."
Conversion rate optimization (CRO) is a new term that describes best practices for maximizing the ratio of leads that become sales. Here are four tips for how you can optimize your conversion rate.
K.I.S.S. (Keep it short and simple). On main pages and landing pages, use easy-to-understand language and avoid technical jargon when it isn't necessary. Of course, you must also have technical information on website. Just be sure it is in the appropriate place: your catalog and portfolio pages.
Reduce your number of required fields. When it comes to filling out forms, such as RFQs, ask for the least amount of information as would be practical for you to have. People begin to bail when they feel they are giving more personal information than they should have to. The Direct Marketing Association says that each field on a submission form loses 6% more registrations.
Conduct some online surveys. Ask people what they think about your website. It may be harder to navigate than you realize, or lack information that could be critical to a buyer qualifying your company.
Use consistent images in e-mail and landing pages. When you send an e-mail marketing message, make sure that your landing page has similar language and imagery so that people know they have reached the right place. This same rule applies to PPC (pay-per-click) ads and landing pages.
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