“No one is using our contact form! What can we do?” This is a question put to many graphic designers and website developers by new customers. Or at least those who just can’t figure out why their business website gets views, but no prospects ever contact them.
If you don’t have a ‘Contact Us’ page, checkout our post on how to best design a contact form. Assuming your ‘Contact’ page is already up and running, here are a few tweaks you can make that will help with conversion:
Test the Form
Every once in awhile, contact forms break. Send yourself a test message and see if it goes through. This will save you from tweaking design and content that may convert just fine — if the form worked. If it doesn’t, then you now know where the problem is.
Make it Obvious
Place your ‘Contact Us’ page link or button in the upper right is where people naturally look for that link. This way you help them connect with you by having the option where users expect to find it.
If your link is already in the appropriate location, try making it a little more noticeable. Try one of these options:
- Use a different font color than the rest of your navigation menu.
- Use a button, instead of a link.
- Highlight the link with color or another design element.
Mind Your Sales Funnel
The more points of contact a client has with a vendor, the more likely they are to buy from them. Make sure your contact form doesn’t give off the vibe that the customer is ready to make a purchase, when that might not be the case — yet. Allow it to open the dialogue between you and your prospects.
Make sure all contact prompts on your site’s different pages are relevent the content of the page on which they are located. Do this for every page where it makes sense to open a conversation with the visitor. Offer to discuss that service or product with them and answer any questions they may have.
Test Button Colors
If you go with a contact button, test colors to see which one people are more likely to click on. Colors definitely have meaning and can inspire people to action. See which one converts best for your business.
Also test button sizes, shapes and calls to action.
Add a Friendly Message
Add some friendly text above your contact page form. Say “hi” and let them know that you would love to help/hear from them. Be sure to include how long it normally takes to get a response, so they know what to expect and don’t think you are blowing them off.
Don’t be so Nosy
We all love getting more data from customers, because it helps us understand them and their needs better. Unfortunitly, customers just don’t like filling out long contact forms. Well, more than dislike, really. Most just flat-out refuse to do so.
The less fields you have for people to fill in on a contact form, the more likely they are to use it. So get rid of any that are ‘nice to have’ — meaning you would like the info, but it’s not really necessary to initiate the conversation. Anytime you ask for anything beyond a first name and email address, think hard on whether you need it just to start a dialogue with your customer. Chances are good that you don’t.