Its all about the user journey and trust signals when trying to convert on landing pages.
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Manufacturing companies have had to change the way that they market their business in response to a shift in how content is consumed. It’s been a tough change, and one that has impacted more than just the manufacturing industry, but that’s where our focus lies.
One of the elements of making a sale these days is to not be too salesy, not too in your face, and essentially market your business without directly doing so. It’s a difficult balancing act, but one that needs to be completed nonetheless.
This article is going to focus specifically on landing pages and how manufacturers can optimise their landing pages for higher conversions. It doesn’t have to be a nightmare to do this, a few changes will yield fantastic results. But, what changes should be made? Let’s take a closer look.
Fast-loading and mobile responsive design
In order to achieve a higher conversion rate, you need a fast-loading website. Did you know that the average person will wait two seconds for a website to load before they close your page and open one of your competitors?
The number of users that you can lose if your landing page does not open within that two-second window can be damaging to the number of conversions you receive, as this is true when moving between sections of your business site.
On top of being fast to load, your site needs to be optimised for mobile use. Too many manufacturers are losing people because they haven’t sorted their website for mobile use.
It may be that it doesn’t load as well, or that you don’t see the whole page, but this is enough to put people off purchasing, shooting your bounce rate through the roof.
Streamline forms
Any and all forms that you place on your website should be short and easy to complete. They should not take more than a few minutes to go through, even if this means that you only have the basic information initially. As a manufacturer, you can contact the client for more information, which they will be more willing to give at a later date when they feel more secure in your partnership.
All forms should also be targeted for specific information that clients will usually have to hand. If they don’t have the information with them, they are more likely to abandon the form entirely rather than coming back to it.
Track user behaviour to make changes
An important part of optimising landing pages is understanding user behaviour to see what will appeal to them.
You should be tracking if they are clicking off your website on your landing page, and if so, have they clicked on anything else? What patterns can you see for those who are making purchases and those who are not?
If you look into user behaviour more generally in your industry rather than focusing on your business, what targets can you set for yourself based on that? User behaviour gives you a lot of answers as to what isn’t working, the problem is that it doesn’t always provide you with the why.
However, the more that you can understand about their behaviour, the easier it will be to tailor your landing pages to what they are looking for.
Have a clear and concise message
When a user opens your website and lands on your main landing page, they need to know what they are looking at right away. Your business message should be there, plain for the world to see, without shoving it down the throat of the user when they have just clicked on to the page.
This message needs to be consistent and noticeable throughout the page, including in the other content that you have placed there, demonstrating to everyone what your business is about.
Doing this helps with conversion rate optimisation for manufacturing by ensuring that those who do choose your message are going to go through with their purchase if they continue to like what they see.
Distractions are not ideal on your landing pages
Distractions are not needed on your landing pages. The purpose of your landing page is to direct the user to the place where they complete their order, and to show them what your business is about.
Therefore, anything that is unnecessary or does not aid this goal should be removed from your landing pages immediately. All it does is distract and take away from the overall goal of conversions, which is the opposite of what you want.
This is not to say that your landing page should be dull, boring, bland, or basic. In fact, it should be quite the opposite. It should be engaging, it should be straight to the point without all of the fluff, and needs to be visually appealing without being overstimulating. That is how you will boost your conversion rate.
Always direct to a purchase or inquiry
Finally, your landing pages should always direct users to a point on your site where they can make a purchase or make an inquiry about the service that you are offering.
Partnering with a specialist manufacturing digital marketing agency will help you to achieve this goal. They will highlight the importance of these points across your landing page, including links on the page itself that ensure the highest number of conversions.
The changes like this that you make for conversion rate optimisation purposes will bring about a higher number of people being interested in purchasing. You have to make it this easy and convenient for users, and then you will see success with this.
To conclude, there are several ways that manufacturers can optimise landing pages for higher conversions.
Partnering with a manufacturing CRO company is a fantastic way to ensure that your landing pages are completely optimised at all times, and that you’re getting the help that you need in other aspects of your marketing.
Change is not always a bad thing, sometimes it’s the only thing standing between success and failure, remember that.
