Title: Seminar: Best Practices for Manufacturing Websites
1Seminar Best Practices for Manufacturing
Websites
2Overview
- Developing a robust Manufacturing Website for the
long term can be a difficult exercise. Its not
easy to base a decision on both current
requirements and an undetermined set of future
needs that have not yet been defined. At first
glance a Manufacturing Website seems pretty
straightforward but as you delve deeper into the
long term requirements it is a necessity to
understand how to apply Best Practices for
growth, and ease of deployment.
3Pre-Planning Checklist for Developing a
Manufacturing Website
- Manufacturing is not a traditional E-commerce
model
- Manufacturing websites need to match your natural
internal business process
- The questions to ask are
- How am I distributing/selling now and how do I
match the internal processes with an online
system.
- How do I introduce e-commerce to my Dealers?
- Look for the desired results from your website
and dont confuse the purpose. The tendency is to
make a dual function website and they fail
because they do not meet the needs of internal
staff and current legacy business processes
4Pre-Planning Checklist for Developing a
Manufacturing Website
- Manufacturing Website Development Process
- Discovery Phase
- Statement of Work (SOW)
- Visual User Interface Design
- Optional Custom Coding
- Database Communications
- Website Communications
- System Testing, go live and move into support
- Training and communications
- Transfer to client admin
5Considerations
- Manufacturing website types
- Expected features by Dealers, Distributors and
Wholesalers
- Consumer expectations
- Pre-planning your manufacturing website
- Search engine optimization
- Reporting and analytics
- Connecting your website to your in-house database
and other systems
- Note 65 of all purchasing is done through an
online resource. Thomas Register
6Manufacturing Website Types
- Type 1 Mfg Website Dealers, Distributors and
Wholesaler sites
- Type 2 Mfg Website Retail Consumer E-commerce
sites
- Note Manufacturers are incorporating some type
of E-commerce into their business process
7Manufacturing Website Types
- Dealers, Distributors and Wholesale sites
- Finished goods are displayed, product details,
technical specifications and features are
outlined, manuals and additional documentation
needs to be available - Consumers are directed to purchase through both
online dealer sites and brick and morter
locations through a dealer or store locator
tool. - Parts and Accessories Ordering
- Through your manufacturing E-commerce online store
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9Manufacturing Website Types
- Retail Consumer E-commerce sites
- Consumers purchase products directly through your
website
- Dealers are offered discounted and bulk pricing
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11Web 2.0 Concept
- Next Version of Websites
- Interactive Software Programs
- Distributed Information Throughout Your Company
- Example Frequently Asked Question Program
- Benefits
- Reduction in cost
- Increased customer feedback
Graphic Source Social Computing Magazine
12Finished Goods Vs. Parts
- Manufacturing websites tend to address both
- Trends
- Finished goods are the major focus of the website
and parts are secondary.
- Finished goods are typically sold through
channels most clients are selling parts online.
- Online parts sales increases revenue and
decreases mistake when ordering parts.
- Another source for consumer information.
- Features
- Parts locator for New and Old Models
- Integrated Parts Search
- Quick Order Pads
- Linked To Finish Good
13Services For Dealers, Reps and Etc.
- Trends
- Display Information
- Generate Leads
- SEO-Display Information
- Dealer Portals
- Discount Prices
14Warranty Submittals
15Selling Large or Heavy Items Online
- Shipping A Major Challenge
- Larger Items Are Typically Sold By A Rep, Dealer
and etc. Still the trend.
- Automatic Calculation of Shipping Charges
- UPS/FedEx
- Local Delivery
- National/International Truck Delivery
16Online Configuration
- Great For Dealers, Reps and etc.
- Typically configurations and calculators are
behind secure logins or private areas.
17Product Information and Layout
- Manufacturing Trends
- SEO is at the product detail level. Make sure
appropriate content is written.
- Product information and layout at this level is
very important.
- Linked Information (Information Sheets, CAD
drawings, Videos, Dealer lists, associated
products and Parts) should be linked to product
details
18Displaying Reps On Your Site
19Budgeting Your Mfg Website
20After Market Sales
- Dont Ignore Aftermarket Sales!
- Website Trends
- Use Web 2.0 Applications to collect consumer
information (FAQs, Email Marketing, Warranty
Programs and etc.)
- Build A Promotional Program
21Search Engine Optimization
- Best Practices
- Integrate Your Site With Search Engines Using
Tools
- Example Google AdWords, Google Site Map, Google
Analytics
- Make sure your website and pages are optimized.
- Using Landing Pages.
- Typically good SEO and SEM Programs include
Management Fees and Media Buy Fees.
22Search Engine Optimization
- Carefully selected keywords and descriptions will
raise your listings on Google and Yahoo searches.
When you are planning your website it is
important to consider the following - Work with a consultant who can help you select
key words that are commonly used by your targeted
audience
- Select Page titles that use your keywords
- Work with a professional writer to help write the
content of your site and look for all of the
opportunities possible to use the same keywords.
- Share and post documentation on reciprocal sites
- Link to other sites as often as possible
- Consider having a partners link page
- Do the research see what your competition is
using for their keywords and descriptions
23Reporting and Analytics
- Consumer Statistics should include
- Unique Visitors
- Number of Downloaded Brochures
- Leads To Dealers
- Referrals to Website (Dealers)
- Search Engine Referrals
- Pay-Per-Click Effectiveness
- Frequently Asked Questions
- Warranty Information Submittals
- Top Searched and Visited Products
- Dealer or Rep Statistics should include
- Number of Dealers/Reps
- Number of Leads vs. Sales
- Number of Website Referrals to
- Number of Website Referral Links
- Downloaded Documents
24Integrating with in-House Databases and other
Systems
- Avoid updating two databases
- Search for a solution that automatically updates
product information, customers and orders.
- Dramatically increases productivity and saves
money!
25Case Study Ardisam Inc.
- Multiple Product Brands
- Uses Dealer / Distributor Sales Model
- Incorporates many different types of promotions.
- Case Study Key Points
- Increased position on Web.
- Increased orders on parts and accessories.
- Decreased mistakes with parts ordering
- Internal Team of 3 People
- Dedicated Server
- Synchronized with Visual Mfg Software
- www.ardisam.com
26Questions?
27OrderMaxx Software For Mfg. Free ½ Hour
Consultationplease contact TTS Systems,
Inc.William Paskey, Presidenttoll-free at
888-433-1040 Ext. 101www.ttssystems.com
28OrderMaxx Demonstration
Public Website http//demo.ordermaxx.com
Portal http//demo.ordermaxx.com/foundations/logi
n.asp