Evaluating marketing success can be difficult. For example it’s not always clear what should you be measuring and tracking on your website. Manufacturing marketing website benchmarks help you know where your company stands compared to most manufacturers.
Looking at the industry benchmarks, how does your site compare? Is your site engaging visitors? In other words, are visitors staying on the site, exploring more than one page? How many are completing some action that provides you with a way to follow up with them? Are they contacting you? Completing a lead form?
To know whether your content is engaging website visitors and getting them to convert, start with these two simple metrics:
First, what is the bounce rate on your site? In other words, what percentage of your web traffic leaves after only viewing one page on your site? Industrial manufacturing websites typically see a bounce rate between 30% and 60%, with 45% being average. If more than 45% to 60% of your site visitors are leaving without looking at other content on your page, it’s time for a site redesign.
Next, let’s consider conversion rates. Overall conversion rate for a site means what percentage of all site visitors complete a key action. This rate is one of the mostly closely held secrets in industry. Conversion rates tend to be between 2.5% and 5%, though some sites are able to push their rates as high as 11%.
Getting more specific, we can look at conversion rates for forms and website landing pages. For website elements that have a Call to Action (CTA), the conversion rate should be much higher. Of the users who arrive at your landing page, how many go through with completing the form? What percentage of users complete the Request for Quote (RFQ) form after they click on it? How does that compare to the benchmarks listed below?
Average conversion rates for key website actions on manufacturers’ sites:
What else should you watch for?
What can you do if your website is not measuring up? We recommend you consult with a marketing partner. Here at StratMg, one of the things we excel at is partnering with companies to improve the effectiveness of their websites.
We would be happy to talk with you about how to increase sales growth through optimizing engagement and conversion on your website. Contact us to get started.