Most manufacturers focus on the bottom of the funnel when change and improvement are needed. However, the real potential for high impact is at the top of the funnel.
This metric measures the ability of your website to attract and convert visitors into leads. Typically, a conversion occurs when a visitor fills out and submits a form.
As a general rule of thumb, B2B manufacturing companies convert visits to leads at an average rate of 1.5%.
4.0 + You are awesome!
2.0 to 4.0 You're in good shape. You're attracting a relevant audience and you're offering good CTAs and relevant content.
1.5 to 2.0 Not bad, but could be better. Keep an eye on this metric. If you see it start to slip, take action.
1.0 to 1.5 There is definitely room for improvement. Adding more CTAs and reducing friction on forms could be enough to bump you up to 2.0% or more.
0 to 1.0 You've got work to do. You're either not attracting the right visitors or you don't have any conversion options on your site.
If your result is between 0 and 2.0, you could get a significant lift to your revenue with the Manufacturing Growth Plan.
This metric measures the quality of your leads and the efficiency of your sales team.
As a general rule of thumb, B2B manufacturing companies convert leads to customers at an average rate of 20%.
30+ You are awesome!
20 to 30 You're in good shape. Leads are decent quality and your sales team is doing a good job converting them to customers.
10 to 20 Not bad, but could be better. You should keep a close eye on lead quality and check on the efficiency of your sales process.
5 to 10 There is definitely room for improvement. Either lead quality is very poor or the sales team doesn't work the leads. Look at drawing up a Service Level Agreement
0 to 5 You've got work to do on both lead quality and sales processes.
If your result is between 0 and 2.0, you could get a significant lift to your revenue with the Manufacturing Growth Plan.
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