Adding additional "trust seals" to your lab equipment distributor or manufacturer website will bolster confidence in your brand for a buyer persona that has a lower risk tolerance. But what works as a good trust seal in the lab industry and how exactly do you get them on your website?
In this guide, we will look at 3 out of 8 different strategies and tactics to increase your lab equipment website’s Conversion Rate Optimization, or CRO for short, that is the percentage of the number of potential customers who visit your website that actually convert into an e-commerce sale or sales lead form completion. We will count down each of the 8 tactics and then discuss how these also contribute to increasing your rankings on Google search results at the end of the podcast, so stay tuned for that.
The first tactic on our list is the most obvious, what is the first thing you look for on a website before you make a purchasing decision for yourself? Reviews. Look for sources of existing reviews that have already been left for your site, such your Google My Business (GMB) company page. Most organizations, even if they are not actively encouraging user reviews will have a few left on GMB for them. You can also ask your sales and customer service teams to look in their inboxes for positive feedback from clients, then either use that as an anonymous testimonial on the site, or email the customer asking them for permission to use their name or organization. You might offer them something in exchange such as a small discount on their next purchase, based off what data they let you use. Even if they prefer not to use their full name and organization, here are examples of formats that work well and do not disclose the testimonial writer’s identity. Some clients will take the liberty of using these formats below without getting permission from the customer as it’s so generic:
- John B. @ Waste Water Analysis Lab
- John - Lab Manager
- John B. from Marietta Georgia
- JB, Level III ASTM Testing Specialist
There are some websites in the lab market like Lab or BioCompare or Select Science that guarantee a certain amount of reviews for your product at a specific cost to you. We have tried these services over the years for our clients and we found that the reviews generated are not worth the investment due to their source. Examples include reviewers who may not be from the company’s ideal geographic location, reviewers who are not from the ideal career stage, review content that is too brief or vague, which indicates that the user may not have actually used your product before.
The easiest way to get a review from a customer is to just ask for it, but at scale. Sending automated and manual email follow-ups to customers who have already made a purchase on your site seems like an obvious one, but the number of lab distributors actually doing it is very low.
since a large percentage of your sales takes place offline, never seeing your website database which these tools would base the automated emails on, this tactic is much more effective when you figure out how to use your offline sales data as well. There are a few very high priced marketing automation packages that can do the work for you and can work with a limited number of ERP (enterprise resource planning) systems that your data might be stored in.
The more familiar ones include: Marketo, Pardot, now Salesforce Marketing automation, as well as some features of certain versions of Netsuite's ERP can also do this. These programs are not just very expensive, they are also a huge undertaking to setup and maintain.
The Pro tip for this strategy is a very cost effective and simple to implement way of automating email follow ups asking for reviews from your offline sales data. Use your existing email marketing service provider, such as Mailchimp or Constant Contact and do a custom data setup and upload to it, that includes the customer purchase history. Then the automated rules that you have setup to trigger based on purchases which ask for the review will be sent to the customers after each upload.