Trends Report

The Who, When, And Why Of Visits To Manufacturer Web Sites

A Joint Study With Channel Intelligence Explores Shopper-Manufacturer Relations

September 17th, 2010
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
Elizabeth Stark, null
Elizabeth Stark
With contributors:
Patti Freeman Evans , Benjamin Zeidler , Beth Hoffman

Summary

In our joint study with Channel Intelligence, Forrester surveyed manufacturer Web site visitors to gain a better understanding of the role the sites play in visitors' researching and purchasing paths. Forrester found that manufacturer Web site visitors are habitual Web buyers and mainly use search engines and URLs to find manufacturer sites. While 54% of manufacturer site visitors have high purchase intent, and 17% of those actually buy direct from the manufacturer. To improve the customer experience and their online presence, manufacturers should ensure paths to purchase are efficient, build out comprehensive product descriptions with images, videos, and customer reviews, and offer comparison tools and advanced sorting features that add value for the customer.

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