No more missed sales: 6 conversion rate optimisation strategies for manufacturing
Manufacturers lead the way when it comes to efficiencies. Streamlining, optimising and maximising are second nature.
But often, we see them limited to operations. Yet apply that same practice to your eCommerce business, and you can significantly impact sales and revenue without spending an extra penny on more traffic.
How? With conversion rate optimisation (CRO) tailored to manufacturers.
What’s the payoff?
Just as reorganising your production floor can eliminate wasted steps, CRO reduces friction for visitors, making it easier for them to go from casual browsers to confident buyers.
The payoff?
- Up to 66% more revenue from your current traffic
- A better return on your existing marketing spend
- Lower customer acquisition costs with increased lifetime value
- Improved customer satisfaction and loyalty
- Less pressure on your customer service team
It’s an easy decision, right?
What’s holding manufacturing businesses back?
CRO can feel overwhelming — it’s technical, data-driven, and often falls behind priorities like production, logistics or R&D. Add to that the challenge of aligning siloed marketing, sales and operations teams.
It’s no wonder businesses hesitate to dive in.
But it doesn’t have to be daunting, especially when you bring in a specialist.
Why NOW is the time to care about conversion rate optimisation
Getting eyes on your site costs more than ever. Rising PPC costs and fierce competition for organic rankings are seeing businesses plough more time and money into digital marketing just to stand still.
Getting serious about CRO today means you can start boosting revenue with the visitors you already have, giving you more bang for your marketing buck in just a few months.
What makes a high-converting manufacturing eCommerce site?
Having guided umpteen manufacturing businesses to better-performing eCommerce sites, we could write a book on what works and what doesn’t.
For now, let’s break down the essential elements that will get your site working harder (and the sales flowing) right away.
Smart navigation
Optimise for how people shop
Visitors will likely leave within 20 seconds if they can’t find what they want.
Everyone searches differently—by colour, size, purpose, price, material and more. So cater for every preference. That might mean a multitude of options, which is why it must be intuitive.
Think logical structure, prominent labelling and simple language that helps visitors find their way around effortlessly.
Behind the scenes, your on-site search engine must be up to the task too, delivering fast, relevant results for visitors who rely on site-wide search to find what they need.
Visual experience
Brings your products to life
Buying online can feel risky—whether it’s a pair of glasses or a sofa. Without the ability to try before you buy, customers face uncertainty, leading to lost sales or inconvenient returns for both businesses and shoppers.
But what if we could bridge the gap between the digital and physical shopping experience? Welcome to 3D product imagery and augmented reality!
From a 360-degree view of your product to virtually placing it in a room with precise dimensions and realistic scaling, the immersive shopping experience pays dividends.
At first glance, it might seem gimmicky, but zoom in, and we can see how it impacts the bottom line.
- Reduces uncertainty in purchase decisions
- Lowers return rates
- Differentiates your brand from competitors
The five-click rule
Get through to the checkout fast
Fewer steps or clicks to complete a purchase increase the likelihood of browsers becoming buyers. So what’s the magic number? In our experience, it’s no more than five.
By the third click, your site should have a good sense of what the visitor likes to start suggesting other items they’ll love – hello easy cross-sells and upsells!
Finally, a ‘fast checkout’ option for product to purchase in just two clicks is perfect for returning customers or first-time buyers who’ve done their homework.
Top takeaway: Create a super smooth, lightning-fast checkout every time – even for customisable products.
Mobile first
70% of online shoppers browse using a mobile device.
From product images to checkout forms, every element needs to look and work as it should – even on the smallest screens. Here’s how:
- Responsive design that adapts to any screen size
- Thumb-friendly navigation patterns
- Easily tappable buttons and links
- Simplified forms for mobile input
- Optimised images for fast loading on mobile networks
Proof that sells
Most decisions are driven by our brain’s emotional centre, whether we’re aware of it or not—including purchasing decisions. While logic plays a role, it typically happens later. And when it does, your eCommerce site should be ready with the rationale your customers need.
How? With proof. Proof of quality. Proof of service. Proof of trust.
Customer reviews and ratings can tick all these boxes, giving visitors the confidence to complete their purchase. But start early – on your homepage, product pages, and at checkout.
What does it take to make it through checkout?
Over 70% of shopping carts are abandoned—unexpected costs at checkout account for a whopping 48%.
Unsurprisingly, creating an account to complete a purchase proves unpopular too.
Site security, slow delivery and limited payment options also drive visitors away when it matters most.
Here’s a handy checklist to turn your checkout process into a conversion machine.
Reduce form friction
✔ Single-page checkout forms with minimal required fields
✔ Postcode field early in the address section for faster completion
✔ Pre-filled datasets to reduce typing
✔ Error messages that guide users to solutions
✔ Progress indicators for multi-step processes
Make payment easy
✔ Multiple payment options for every preference
✔ Security indicators to build trust
✔ Option to save payment information for future purchases
✔ Integration with popular payment providers
Deliver every shipping solution
✔ Standard free shipping for budget-conscious buyers
✔ Premium expedited options for urgent needs
✔ Click and collect for convenience
✔ Local delivery options
✔ International shipping with clear customs information
Where to start?
Step into your visitors’ shoes and explore your website. Pay attention to any frustrations. And you have your answer.
Want more reading? Check out this article on The Manufacturer site.
Navigating the future of manufacturing: Why D2C eCommerce can’t be ignored
The one thing you must do today
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If you’re a manufacturing leader, eCommerce manager or marketing professional looking to leverage digital channels for sustainable growth, this is for you.
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