Improving Website Conversion Rates

Improving website conversion rates is the enhancing the process of converting your visitors from passive readers to action-taking people. Marketing for manufacturing depends on it.

improving website conversion

  1. Having a better website conversion rate does not mean you are definitely above your competition, it only means you are effectively meeting your industrial marketing objectives.
  2. The more successful your web conversion rate, the more popular your industrial marketing site will be to visitors and other sites, increasing your link exchange. The search engines love links and will bring more traffic to your site.

The problem with website conversion rate is the fact not everyone understands how to do it properly. The needed tools are not in place. The objectives are either unclear, or not being implemented properly.

Your website conversion rate may be lower than anticipated due to:

  • Visitors do not trust you or your site. They feel uncomfortable doing business with you.
  • Visitors have concerns about your products, services or other offerings.
  • Your site is not user-friendly. It causes more confusion and frustration than desired.

There are a number of things you can do to improve your website conversion rate. These include:

  1. Utilize a number of trust factors throughout your pages. Visitors must feel comfortable with you and your company.
  2. Develop a variety of useful tools that enhance your industrial marketing merchandising.
  3. Make your website as user-friendly as possible to enhance your visitor’s experience.
  4. Analyze each page and determine which is meeting your objectives and which is not.
  5. Know what your objectives are. What action do you want your visitors to take?  Do you want subscriptions? Product purchases? Appointments? Once you know your industrial marketing objectives, you can implement behavioral targeting.

Implementing a Solution for Higher Website Conversion

  • Industrial marketing means you must focus on your trust factors. Display third-party accreditation on your home page and throughout your site. Clearly list your terms and conditions. Develop a contact us page and reveal your physical address, phone number, fax number, and other pertinent information.
  • Marketing for manufacturing means staying current with your merchandising offers. Use price competitiveness, product relevancy, introduce irresistible product offers, utilize clear product descriptions, consider free delivery to increase conversion rate, maintain proper inventory and use images.
  • Develop a user-friendly site by avoiding mistakes such as poor grammar, spelling and punctuation. Make certain your links operate. Be sure your pages download quickly. Test each sales step in your conversion funnel.
  • Start using a “multivariate testing” tool, such as Google Website Optimizer, to simultaneously test numerous variables. You can determine which images and pages draw attention, which headings work and other relevant information.
  • Use behavioral targeting to improve your website conversion rate. Analyze your page data to determine where to place targeted and relevant ads at optimum times throughout the call-to-action process.

Are you improving your website conversion rate?

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Is Beer Getting More Social? Heineken says “Yes”

I mean come on, what’s more symbolic of a social atmosphere than a few cold ones. In a twist of irony, however, the beer industry is one of the industries which have remained hesitant in joining social media marketing alongside other industries like insurance. That part, is changing.

industrial marketing in the beer industry

The change in marketing strategies for the big companies to join inbound and social media is not an exception for the beer industry. Heineken, the manufacturer of one of the world’s leading brands is now targeting young consumers. The Dutch beer producer recently launched a ground-breaking advertising initiative with Google for its global digital campaigns on YouTube and mobile phones. It is now looking at enhancing their Facebook strategy.

A shift in Corporate Culture

In what was described by the chairman of Heineken’s supervisory board, Cees van Lede as “a substantial shift” that is aimed at developing its brand awareness by use of social media, this has opened a new frontier for the beer industry in its consumer reach approach.

This pledge for Heineken to embark on aggressive social media marketing has been proved by its participation in the international B2C marketing debate that kicks off in London in June 2012. Heineken joins other leading brands like Uniliver, Expedia, Nokia, Honda, KLM, Tom Tom, and O2 in the two day European Summit that is expected to focus on how to embed social media in marketing strategies. Over 100 large brands from across Europe will congregate in London at the end of June for the conference.

Recognizing the Need before It’s Too Late

Too often do companies become so complacent in their day to day operations that they fail to recognize large shifts in customer behavior. Regardless of the size of the company, it becomes critical to see the need to change how you communicate to your potential customers, before they’re gone. Heineken has more than 125 breweries spread over 70 countries and it’s the world’s third-largest brewer after Anheuser-Busch InBev and SABMiller and this is in terms of revenue. In march 2012, Heineken signed a deal with Google. According to Heineken spokesman John Paul Schuirink, “The deal with Google will mainly focus on distributing our commercials on YouTube, in order to reach our target groups…,”

Heineken spends about 4% of its close to $3 billion annual budget on online marketing but this is expected to stretch further. One of the reasons why this shift in marketing strategy is being witnessed in the beer industry is because, beer sales are under pressure owing to demographics beer consumption changes and stagnating markets economies. There has been a shift in the age pyramid for the beer consumers from 16 to 40 meaning young and middle age persons are drinking beer more.

What this means is that younger people are the heavy drinkers of beer and this trend diminishes as people advance in age. This has been attributed by changes in lifestyle as older people are now shifting to other drinks such as wines. In order to keep up with the changing consumer trends, Cees Van Lede reckons that, Heineken needs to pay very careful attention to the consumers and the marketing strategies applied. “You really have to have an intimate knowledge of the social and drinking habits of the younger generation,” Van Lede elaborates.

Social Media is Growing FAST. Explore it to Find Where you Fit In

Social media is rapidly growing. We continue to see new platforms, new lingo, new demographics of people engaging. It’s important to understand that due to the broad range of social media, it’s important to explore multiple avenues. The age pyramid of the Heineken consumers is composed of the people within the age bracket 20 to 40 and these are the tech-savvy consumers who are in touch with the markets information and with publicity. According to a recent Infographic, 56% of consumers say that they are likely to recommend a brand after they become fans in Facebook. Young people are spending more of their time on the social media networks.

Facebook has more than 500 million legit fans and it’s dominated by the young population. Heineken has hinted that it will soon be entering into an agreement with Facebook as part of its exploration on social media marketing strategy. The social media is certainly a growing marketing opportunity for businesses providing direct engagement with consumers. Consumers are now interacting with their favorite brands and regularly discussing brand features and checking for latest product updates online.

According to SocialBakers, a social performance monitoring service provider, Heineken has been experiencing fast growth in its Facebook fans reaching close to 7 million in June 2012.

Heineken fans growth between mid May and early June 2012. Source:


But does a growth is social fans necessarily mean that a business will gain optimum returns in its investment?

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Don’t Forget to Bring a Gift

Content is sharing. Sharing is expanding. Expanding is sexy. Sexy leads to content. That has pretty much been the theme for the past year in marketing. Content sharing has jumped to the forefront of the marketing mix and has taken over a large share of strategies around the web. For good reasons too. We are witnessing a marketing transition from what was once “in your face” or interruption based marketing, to a much more interactive and buyer focused way to expanding brands to their target audiences.

Content Sharing

Over the past year, I’ve been blessed to represent and study some of the world’s most influential industrial brands (although many do supply to the consumer based world). During a recent session with one of these clients, I was asked the question, “What truly is content sharing? It sounds like gifts”. It was a good question. It was an even better point. In today’s modern world of information, you can Google content sharing and get a wide variety of prospective and insights that vary across the board. The basic principle remains consistent, “create pieces of content that is truly valuable to your audience, and give it to them”, but is that really all there is to it? Define what your audience determines valuable and give it to them? No.

Content needs to be carefully tailored with a purpose. I notice that in today’s age, many companies and marketers become so consumed with the quantity of sharing, as opposed to the value of sharing. Now don’t get me wrong. I completely understand, and promote, the benefits of growing your website and expanding your brand by creating content regularly and sometimes that means turning content that would otherwise probably not be published. That still leaves an opportunity to optimize a new page of your website for search engines based on newly defined keywords, and that’s great. But you must keep a core strategy in place when creating valuable content.

Content needs to be treated like gifts. Put thought into it and focus that thought on individual audiences, just as you would a birthday present for a good friend, or a Christmas gift for a relative. To accomplish this, I recommend creating a list of what your audience is asking for. Answer these questions to get started:

  1. Who are you creating your content gift for?
  2. What do they need?
  3. What past discussions have you had with them about issues?
  4. What issues do they currently face?
  5. How can you solve these issues?
  6. What can you offer to solve these issues for free??

Once you’ve delved in a bit into your prospects needs, you can begin putting together your gift. I call content a gift because of the effect it has on people, personally. Do you ever notice that you feel terrible when you receive a gift from someone and don’t have one in return? (if not, read the following) Its a sense of appreciation for receiving something, and then feeling obligating to return the favor. Odds are you won’t forget that Christmas gift, next year. The same concept applies to marketing and sales. Once you give someone something they find valuable, a sense of repayment is subconsciously embedded.? Once you’ve earned the trust of a prospect, the rest takes care of itself. People feel a debt to others who help them in their lives, and business. When the time comes that you have a solution that fits their problem, they kill two birds with one stone. Solve the problem, repay a debt.

Closing Thoughts?

Creating a content gift list gives you ability to strategically plan how you can become part of your potentials customers life, without jumping in with a sales pitch. If there’s anything we’ve learned from traditional marketing it’s that people do not like to be sold. Period. Don’t interrupt your prospects day with sales messages, become part of your prospects day with resources.

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Posted in: General Marketing, Industrial Web Marketing, Social Media

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Why Tweet if So Few Care?

There was an interesting conversation happening on Twitter, a few days ago, that involved all-star blogger Chris Brogan (@ChrisBrogan) and some of his followers.? Here’s how it all started:

I think the question was innocent enough, and quite frankly, a justified question, if for nothing else, to get people to really examine the type of content they were sharing.? I’m sure you immediately noticed that the initial consensus of the respective following felt many did not care about their information shared. The follow up question from Chris was what I felt sparked the most interest:

My Initial Reaction

When I read Chris’s follow up to the conversation, it began turning wheels inside of my ‘often distracted’ mind.? “…seriously, why the hell waste time?? Why are we spending hours sharing content that “most” could care less about?? Why do we go through our days in an effort to intrigue such a small percentage of the social world?? Are we, as a society, so desperate to justify our existence by a following of numbers, that we feel it necessary to continue to feed information to such a small percentage of the world?”? After I finished my rambling, incoherent process of thought, my personal answer was exactly what Chris asked:

“We share our information to learn what others care about.”

I think that the people who truly crave to contribute will continue to share small bits of content in an effort to identify the greater interest, and further to be able and identify what’s worth discussing and what’s not.? Although some efforts may result in no attention (I would know), its still a simple effort to gain a further understanding of what’s important, and what’s not, to the social communities we strive to connect with.

An Even Better Reaction

A couple days later, I had the privilege of connecting with Carrie Wilkerson (@barefoot_exec), incredibly talented author and consultant for self-employed professionals, who came through with a perspective I think will help many:

No matter how small the percentage of people that actively “care” about the content you share, that should be more than enough proof for you to continue sharing.? The pure fact that you have the ability to engage and impact a single person based on sharing information in the social atmosphere should be enough to motivate you to not only continue sharing, but evolve your sharing strategy to a point that satisfies the masses, regardless of when that may be.

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