In marketing for the industrial sector, converting prospects into customers is a fundamental issue for the growth and profitability of companies. According to a HubSpot study, only 25% of companies have a conversion rate above 5%. This means that a multitude of industrial companies are losing a major percentage of their traffic. In this article, we're going to show you some effective and proven strategies to improve your conversion rate.
Don't let your conversion rate hold you back.
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Table of Contents
- 1 - The challenges of conversion for industrial companies
- 2 - Understanding the conversion funnel process for industrial companies
- 3 - Best practices to optimize prospect conversion
- 4 - Performance metrics to track to improve your conversion rate
- 5 - Use A/B testing to optimize the conversion rate of your landing pages
1 - The challenges of conversion for industrial companies
For all companies seeking growth and customer loyalty, the action of converting prospects into customers is paramount.
But what exactly does "conversion” mean? It's about turning a visitor into a qualified prospect, then into a potential customer, and finally into a loyal customer. It is a complex process that requires a thorough understanding of the specifics of industrial marketing.
Unlike B2C marketing, marketing for the industrial sector focuses on complex products or services, sold to professional customers often by set numbers or batches. The stakes are therefore high as successful conversion can not only generate significant revenue, but also strengthen a company's reputation and improve its position on the market.
2 - Understanding the conversion funnel process for industrial companies
The conversion funnel is a well known method marketing professionals use to guide prospects to make a purchase. Industrial companies are no exception and can also benefit from using this funnel.
The key steps in the conversion funnel are:
- Awareness
- Interest
- Decision
- Action
The awareness stage is about introducing your company to prospects who don't know you yet. This can be achieved through online advertising, SEO or content on social networks.
Once you have caught the attention of your prospects, it is crucial to get them interested in your products or services. You can provide relevant information about your website, testimonials from satisfied customers or case studies.
Then comes the decision stage when prospects start to seriously consider your company and your products or services. This is the time to encourage them to make a decision, for example by offering them a demonstration or a free trial.
The last step is when they take action and make the purchase. It's about convincing prospects to become customers and finalizing the transaction.
Using these key steps, industrial companies can improve their conversion rate by optimizing their sales process.
3 - Best practices to optimize prospect conversion
To optimize the conversion of leads into customers, it is essential to adopt the best practices of digital marketing.
First of all, it is essential to create effective landing pages. These should be specifically designed to encourage visitors to take action. To do this, it is advisable to develop attractive offers that highlight clear and precise advantages.
Next, you'll need to use relevant call-to-action buttons to encourage visitors to perform a specific action, such as signing up for a newsletter or filling out a contact form.
In addition, adopting an engaging content strategy, with quality blog posts, videos or infographics will keep visitors' attention and convince them of your company's added value.
Finally, to reduce your website’s bounce rate and improve the user experience, make navigation easier and optimize loading times. These actions will help improve your conversion rate.
4 - Performance metrics to track to improve your conversion rate
To measure the effectiveness of your conversion strategy, you need to track certain indicators. The conversion rate is the most important of them.
For example, if you have 100 visitors and 10 of them perform a specific action, your conversion rate is 10%. This rate should be monitored on a regular basis to determine if changes in your strategy are having a positive or negative impact on converting your prospects.
In addition to the conversion rate, it is also useful to collect data on visitor behavior on your website, such as time spent on the site, number of pages visited, bounce rate, engagement rate and conversion rate by referral channel. This data will help you understand how visitors interact with your website.
Another example: if your bounce rate is high, it may indicate that visitors aren’t finding what they are looking for easily or are not interested in the content offered.
Finally, you can use tracking and analytics tools, such as Google Analytics, to determine the strengths and weaknesses of your conversion strategy and make any necessary adjustments.
5 - Use A/B testing to optimize the conversion rate of your landing pages
A/B testing is a method of comparing two different versions of the same page to determine which one generates the best conversion rate. Marketing teams of industrial companies can use this method to improve the performance of their landing pages.
First, you need to identify which page to test, then define the objectives of each page, and finally create an alternative version of the page: a version A and a version B. The traffic should then be divided into two distinct groups, then the results should be analyzed and the process repeated with another variable to improve the performance of each landing page. By regularly using the A/B test method, you can quickly optimize your conversion rate.
Remember that it is necessary to provide each prospect with a personalized, quality experience while regularly following up to see where they are in the sales process. Inbound marketing techniques, such as targeted emailing, social media and user-generated content, can be used to maintain relevant communication with prospects and provide added value.
Remember that converting your prospects into customers is essential for your growth. To achieve this, the strategic transformation process must be continuously optimized.
