Summary
To better understand how manufacturers can increase the ultimate conversion rate on leads they send to online retailer websites, Forrester teamed up with Channel Intelligence to analyze the patterns resulting from 44 million initial clicks on "buy" buttons across more than 150 major manufacturers' sites in 2010 and 2011. The purpose of the study was to determine the optimal page design, price presentation, and stock status display for manufacturers offering "where to buy" information on behalf of online retailers. Forrester found that shoppers who were shown "buy" button language, pricing information, and stock status in a specific way upstream on a manufacturer's website converted at a much higher rate downstream with online retailers.
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