5 Ways to Improve Industrial Conversion Rates

Posted on Apr 19, 2016 by Kerry O'Malley

041816 Conversion Rates

We’ve previously discussed ways to get traffic to your website that are effective, but if those visitors don’t convert or take a meaningful action, what’s the point? Here are five proven strategies for getting your site visitors to take the action you intend, including examples of worthwhile goals that will improve your conversion rates.

Conversions for Industrials

For e-commerce sites, the ultimate conversion is a sale. Most B2B manufacturing and industrial service companies are left wondering what a conversion means on their websites, since their products or services cannot be sold like “off the shelf” products on Amazon. Industrial companies can still define conversion goals that apply to their business.

  1. Making a phone call – This is probably the leading goal of any B2B manufacturing or industrial service site. When you sell an engineered product or customized service, a phone call gives you the chance to directly interact with customers and prospects, answer questions, take information for an RFQ, and sometimes even make a sale. However, not every visitor to your site is ready to make a phone call. Conversion tip: Make all phone numbers and icons on your website visible on every page and clickable, i.e. when someone visits from a mobile device, they can call you with a simple touch.
  1. Filling out a form – Industrial businesses often have to place RFQ’s before purchasing. Making an emailed RFQ form available allows your prospect to get a quote on exactly what they want delivered directly to their inbox without the hassle of placing a phone call. Conversion tip: Do as few required fields as possible so your potential customer doesn’t feel their privacy is being invaded in exchange for a quote.
  1. Subscribing to a newsletter – Those who subscribe to a newsletter or request blog updates are more or less saying that they aren’t ready to be a customer yet; but are open to it down the line. Asking to receive your newsletter or blog updates is their way of inviting you to market yourself to them until they’ve made a decision. Conversion tip: Don’t send out newsletters too often, especially if you are repeating information or don’t have relevant content. This is a sure fire way to get your recipients to unsubscribe. Blogs can be posted more frequently; but make sure you are providing quality content. Keep sales pitches to a minimum.
  1. Watching a video – If you have a product or service that is superior to your competitors’ and you have a video highlighting this, it’s a good idea to promote the video and encourage visitors to watch it. This allows them to see your technology in action for themselves without investing the time to sit through a presentation, and without feeling any pressure. Conversion tip: Be sure to include a call to action at the end of the video, such as any of the above. You can also require that the visitor fill out a brief form prior to downloading the video (another conversion).
  1. Making a sale – If you sell items directly on your website via ecommerce, making a sale will of course be a high priority goal. Visitors who come to your site through organic search already have some interest in your product, so be sure and have all relevant information regarding the product readily available. Think about the buying cycle and the types of information prospects need at each point in their journey. Conversion tip: Test your ecommerce platform on a regular basis to be sure the navigation is as efficient as possible and the platform is easy to use. If not, your visitors may be frustrated enough to click back to a competitor’s site.

Other Tips for Improving Industrial Conversion Rates

  1. Tell visitors to your site exactly what they can expect. Visitors to your site should instantly know who you are, what you do, and the unique value you provide customers. Make sure every page of your site has a title and meta description that closely matches the content on the page. When visitors click on a search result and land on a page that doesn’t fit the description they just read, they are much more likely to instantly click back (bounce) to their original search results.
  1. Utilize phone call tracking. For those of you whose ultimate idea of conversion is a phone call, a call tracking system is a must. These are third party tools that in effect measure conversions from phone calls that originated from your website, by way of organic search, pay per click, social media, and even offline marketing campaigns. These tools allow you to view the phone number for every person who called in your business by way of the website or other means, the name of the caller or their company, the keyword phrase that brought them to your site, and most offer the ability to record the calls.
  1. Offer a Guarantee. No matter what type of conversion you are looking for, let your customer know in no uncertain terms that you are a legitimate business and will not abuse their trust in you. This includes guaranteeing that you will not share their phone number, email, or other contact information with anyone else, ever. If you accept payment over the web, reassure your customers that you use an advanced encryption system and will protect their data. You can also include information on your refund policy as well as text that says something like “we are proud to stand behind all of our products and will refund the full amount if you are not 100% satisfied.”
  1. Use positive testimonials. If one of your previous customers were satisfied enough to leave a positive review via social media, an industry publication, or any other way, don’t be shy about sharing it right before a call to action. You can even include a link to the original quote (that opens in a new window) should your potential customer be skeptical.
  1. Provide a chat option. A combination of phone and email, some people actually prefer to chat with a representative rather than place a call or send an email. Having the option to do so on every page lets your potential customers take the next step with no risk to themselves. (Be sure and let them know chat is available only during business hours if this is the case.)
  1. Offer an incentive to first time buyers. Everyone likes to think they got a “deal” or something for free. Offer first time callers or buyers a discount on their first order, free shipping, an extended warranty, or free installation assistance. This type of incentive can move a prospect from “very interested” to “sold”.

Need help with improving conversion rates on your industrial website?

If you have questions or want to know more about how to improve your conversions, contact us today for a no obligation consultation.

Author: Kerry O'Malley


Marketects was founded in 1999 by Kerry O’Malley, a proven marketing communications professional in international, manufacturing companies. Working on the “other side of the desk,” she hired ad agencies to manage her employers’ advertising and P/R programs. Frustrated over the lack of attention and level of enthusiasm she was looking for in the marketing agencies she worked with, Kerry realized that there was a definite need for a full-service marketing firm that specialized in working with industrial companies. She resolved that her clients would always receive the highest level of service possible and never feel like the last kid chosen for the team.

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