Online conversion drivers among manufacturers 2021

A 2021 survey carried out in the United Kingdom (UK), Germany, and the United States investigated the main conversion drivers among manufacturers selling their products and services online. Survey results indicated that the bigger the company is, the more important is to build customer confidence among vendors (26 percent). In turn, 31 percent of smaller online manufacturers with an annual revenue between 50 and 250 million U.S. dollars had to focus more on product characteristics. Only one-fourth of big organizations with over one billion U.S. dollars annual revenue stated this was a key conversion driver for their customers' purchases.

Main online conversion drivers among manufacturers in the UK, Germany, and the United States in 2021, by revenue range

Characteristic	50 to 250 million U.S. dollars	250 million to 1 billion U.S. dollars	1 billion U.S. dollars or more
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Release date

June 2021

More information

Region

Germany, United Kingdom, United States

Survey time period

2021

Number of respondents

200 respondents

Special properties

marketing decision makers in manufacturing businesses*

Supplementary notes

* Over 71% of surveyed professionals work in businesses that generate over half a billion dollars in annual revenue.
To the question: 'What is the biggest driver for maximizing conversion rates online?'
The source does not specify the date of data collection. The date of survey given is the year of publication.

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