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Huff Industrial Marketing customers wanted to increase RFQ form conversions.

For each customer, we first analyzed the number of RFQ form submissions for three years in order to set a KPI baseline. We also set monthly and annual goals in order to track progress.

We then audited each customer’s RFQ process and discussed the recommendations with each customer; once we received approval, we implemented the recommendations.

Each customer realized significantly increased form submissions after the changes — by double and triple digit percentage increases.

Based on this data, we share four things you can do to improve your manufacturing RFQ form conversions.

1. Call attention to the RFQ button in the header navigation.

We did this by adding an impactful color to it, as you can see with the Kays Engineering header nav.

Kays Engineering RFQ button treatment

2. Ensure that the RFQ button is always visible on the screen by using a “sticky” menu bar.

Sticky menu bars are great because they allow people to quickly view other pages without having to scroll back to the top of the page. You can scroll this page to see how a sticky menu bar works. Note that the menu bar stays stationary vs. moving as you scroll.

3. Reduce the number of required form fields as much as possible.

Look at each field on the form and ask if you really need it to start a conversation. If not, remove it and let people decide if they want to share the info with you in a general message box.

You can also keep form fields, such as phone number, but don’t require people complete the field.

4. Test your form on a variety of different devices, including your smart phone.

Often times forms are difficult to use or may break on phones. Have several people test the form on various types of phones, tablets, etc. to ensure it works well on all of them.


Want other tips like this for improving conversions for your manufacturing website? Subscribe to our magazine (see form below).

You can also follow us on LinkedIn. We post website tips every Wednesday.

Dianna Huff is the founder and president of Huff Industrial Marketing. She’s also a passionate advocate for Made in USA and a geeky backyard birder.

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