Webinar recap: Boost e-commerce sales with conversion rate optimisation for manufacturers. Our top 10 key takeaways.
The e-commerce world is changing fast, and 2025 is no exception. For manufacturers, staying competitive means keeping up with shifting consumer expectations, new tech innovations, and, of course, Google’s ever-evolving algorithms.
In a recent webinar hosted by Comsim, our very own Head of Revenue Operations, Clare Haskins, teamed up with experts in e-commerce, digital marketing, and payment systems, to dive into strategies that can help boost conversion rates and drive online sales. Here's a quick rundown of the top 10 key takeaways.
1. Google’s algorithm updates: Stay relevant or risk falling behind
Google updates its core algorithm 3-4 times a year. To maintain visibility, your site needs high-quality, authoritative content. Fresh, trustworthy information will help your rankings, while outdated or thin content could harm them. As online shopping grows, staying on top of Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is essential.
2. Mastering data with GA4: Embrace the change
Switching from Universal Analytics to Google Analytics 4 (GA4) can feel daunting, but it's crucial for deeper insights. GA4 offers advanced tracking features, such as conversion and behaviour modelling, to monitor customer actions better. Although comparing new data with old metrics can be tricky, understanding GA4 is essential for optimising e-commerce performance.
3. Optimising payment systems: Flexibility is key
Offering multiple payment options can significantly boost conversion rates. Digital wallets (PayPal, Apple Pay, Google Pay) and Buy Now, Pay Later (BNPL) services are now vital. For manufacturers, offering flexible payments – like credit, invoicing, and open banking – reduces cart abandonment and offers customers choice.
4. Streamlining UX: A smooth checkout is crucial
A seamless user experience is key to conversion. Avoid long, complicated checkout processes by focusing on:
- Single-page checkouts: Studies show this can increase conversions by 13%.
- Mobile optimisation: With more people shopping on mobile, a mobile-friendly site is a must.
- Speed and clarity: Ensure a fast, simple checkout to avoid frustration.
5. Data-driven decisions: The heart of your strategy
Data helps track performance, identify issues, and optimise for better results. Regular audits of user acquisition, system performance, and content effectiveness will highlight opportunities to improve and increase conversions.
5. Data-driven decisions: The heart of your strategy
Data helps track performance, identify issues, and optimise for better results. Regular audits of user acquisition, system performance, and content effectiveness will highlight opportunities to improve and increase conversions.
6. B2B e-commerce: Keep business clients in mind
For B2B manufacturers, simplifying the user journey is essential. B2B clients now expect the same ease of use as B2C customers. Focus on:
- Preferred payment methods: 65–70% of abandoned carts happen because customers can’t use their preferred method.
- Post-purchase support: Follow up on abandoned carts, offer easy returns, and send invoices to improve customer retention.
- Customer-first approach: Every touchpoint should address the customer’s needs.
7. E-commerce in manufacturing: Overcoming barriers to conversion
Manufacturers face challenges like complex product configurations and logistics that can hinder purchases. To overcome these:
- Easy checkout: Optimise mobile experiences and offer one-click payments.
- Digitise configurations: Make custom orders easier with intuitive product configurators.
- Logistics adjustments: Expand delivery regions or modify product thresholds to increase conversions.
8. Unified payment solutions: Simplify the process
Many manufacturers use multiple payment vendors, which can complicate accounting and integration. Modern unified payment platforms, like Ecommpay, consolidate payment methods into one system, streamlining operations, reducing costs, and improving customer satisfaction.
9. Flexible payment systems: Building customer loyalty
Offering a range of payment options is important, but flexibility also means rethinking your entire transaction process. Modern solutions like tokenization and BNPL enhance security, convenience, and flexibility, boosting conversions and customer satisfaction.
10. The future of e-commerce: Stay agile and data-driven
The businesses that thrive will be those that stay agile, prioritise a customer-first approach, integrate flexible payment options, and use data to make informed decisions. As B2B models go digital-first, manufacturers need to adapt quickly to meet shifting customer expectations.
Key takeaways
- Stay on top of Google’s algorithm: Keep content fresh, authoritative, and aligned with E-E-A-T principles.
- Master GA4: Leverage advanced tracking and data modelling tools to optimise e-commerce.
- Offer flexible payment options: Digital wallets, BNPL, and open banking can reduce abandonment and increase conversions.
- Simplify UX: A smooth, mobile-friendly checkout is essential for driving sales.
- Use data to optimise: Regularly audit your site’s performance based on data.
- Adapt for B2B: Streamline payment methods and enhance the post-purchase experience for business clients.
By applying these strategies, manufacturers can supercharge e-commerce performance, increase conversions, and deliver a seamless online experience. The future of e-commerce is flexible, data-driven, and customer-centric – so stay ahead of the curve!