Product search often starts with manufacturers, but sites found wanting
Consumers begin product research with manufacturer web sites 58% of the time, says a report from Channel Intelligence and Forrester Research. The study found that, while manufacturers are viewed as information authorities, many of their web sites come up short on fundamentals, such as detailed information and clear steps to make purchases.
The study, titled “Must-Haves for Manufacturer Web Sites,” surveyed 14,700 consumer visitors to 38 manufacturer web sites in July to determine characteristics, intentions, and expectations, and how well those expectations are being met. The study was designed to identify the role of manufacturers’ web sites in online and offline transactions and the web site elements that drive those transactions.
The study found that 58% of survey respondents began their research process on manufacturer web sites. Those visitors are brand-loyal, are ready to purchase and believe that manufacturers are authorities, says the report, written by Forrester, a research and consulting firm. Channel Intelligence provides marketing services to online retailers and manufacturers.
The report says that consumers expected to find some key elements at manufacturers’ web sites, but that many manufacturer web sites do not deliver.
“This joint study with Forrester offers insight into the role that manufacturer web sites play for consumers in the purchase cycle,” says Channel Intelligence vice president Vik Murty. “While manufacturers may face many obstacles in creating a web presence that satisfies consumers’ expectations, this report highlights several important opportunities that manufacturers can address more easily than they might think.”
The report offers suggestions on how to improve the customer experience. Specifically, manufacturers “should focus on better, deeper information; clear paths to purchase; service for the most loyal customers; tools that instill passion for the brand; and content syndication, where possible.”
Because sales take place in multiple channels, manufacturers should be ready to deliver at every level, the report recommends. And while a direct-to-consumer e-commerce strategy makes sense for some brands, “passing leads to other dealers, retailers, or distributors in a seamless fashion should be perfected first,” the report says.
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