July 23, 2009

How The Best Manufacturer Web Sites Drive Sales (Hint: Through Other Stores)

by Sucharita Mulpuru, Peter Hult

with Patti Freeman Evans, Brendan McGowan

Executive Summary (This is a document excerpt)

Forrester recently conducted a joint study with Channel Intelligence to better understand the role of manufacturer Web sites in consumers' path to purchase. We found that manufacturer Web site visitors are typically brand loyalists with a high intent to purchase. Despite the influx of site visitors who are primed to purchase, just 7% of survey respondents actually purchased direct from the manufacturer. To increase site conversion rates and deliver profitable leads to partner sites, manufacturers must focus on developing robust product pages, excelling in customer service, establishing a community for brand loyalists, and simplifying the path to purchase.

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