Is Your Contact Page Meeting Your Customers’ Standards?

Your contact page is one of many elements that go toward building trust with your customers. In a recent survey, one in three customers was more likely to do business with a brand providing clear contact information.

However, adding contact info as an aside isn’t nearly as effective as thinking through whether your contact page meets the standards your customers set for themselves. Improve your contact page by adding elements and making information clear. Here are nine ways to ensure you’re meeting customer needs and expectations.

1. Add a Phone Number

Contact pages often lack a telephone number, which may concern buyers. If the item doesn’t arrive or there’s an issue with the product, the consumer wants to pick up a phone and find a resolution rather than submit a form. Even though the form might be the biggest focus of your contact page, adding a telephone number somewhere on the page shows site visitors your availability.

2. Get Creative

Your contact page should stand out from the competitions. Do you feel that if you’ve seen one contact page, you’ve seen them all? It’s not true — you can show off your brand personality throughout your website, including on your contact page.

Fantasy is a design firm specializing in health care. Their contact page is interesting in the way it addresses their different locations by including contact info and the graphic of a clock showing the time at that location. This graphic offers something unique and interactive for site visitors.

3. Use Fewer Fields

The average person has limited time and doesn’t want to fill out endless fields and answer dozens of questions on your contact form. In one study, researchers discovered that limiting the number of fields on a form to three increased the conversion rate to 25 percent.

Keep your contact form short and to the point. Collect only the information you truly need. New rules, such as the General Data Protection Regulation (GDPR), also require you to collect only the information you need to serve your site visitors, so implementing this practice also helps your compliance.

4. Require Vital Information

Some information, on the other hand, is vital to running your business. One way around forcing visitors into sharing information they want private is making some form fields optional and others required. For example, their email may be a required field so that you have a way to get in touch with them, but their cell phone number could be an optional field.

National Ticket Company provides a nice balance to their contact form. Note that the user’s name, email, state and message are all required fields. This list includes the minimum information the company needs to formulate a custom response. However, users aren’t required to share a phone number, their company or an industry.

5. Give Clear Directions

Readers hate confusion, so use only words that make it clear where your contact page is and what actions users should take to send you a message. Avoid cutesy terms. Add a clear call to action (CTA) button on your contact form so that users know what to do when they’ve finished filling out the form. The button should also provide clear direction, such as “Send Message.”

6. Place It to the Right of Navigation

The link to your contact form should appear in an expected location. As you’ve visited various websites, you’ve likely noticed that the contact button is often on the far right end of the site’s navigation bar. Visitors expect the contact link here or at least in the general vicinity.

Although you can place your contact information anywhere you’d like — including in the footer — putting it in an expected location builds additional trust with site visitors.

Bluebird Restaurant in Morristown, Indiana has a fairly simple website listing some of their menu items, featuring mouth-watering images and showing hours of operation. They positioned their contact button to the right of their navigation menu, where it can be easily located by site visitors who might have a question about catering or special diet needs. Even though it’s a small business, Bluebird meets customer expectations with its menu placement.

7. Lose the Captcha

Captcha does stop some of the spam every site gets, but users hate it. Some of the new Captcha forms require users to click on a specific type of image within a set amount of time, such as all the images with a vehicle. These images aren’t always clear, and time often runs out before users click all the boxes. The frustration involved with an additional requirement can drive some consumers away from your form.

A study of 50 different websites over six months on the negative impact of Captcha showed a three percent loss in conversions. Both the numbers and image forms frustrate users — ditch them.

8. Balance Positive and Negative Space

Your contact page is your chance to make that final impression on a site visitor and turn them into a lead. Too much information creates a cluttered, unreadable look, though. Instead, keep plenty of white space on your contact form, making it easy for users to see what fields need completing and where to click to send the form.

Totally Furniture keeps things simple with plenty of white space between form fields and the CTA button so that the user doesn’t feel overwhelmed with a busy, cluttered page. Moving from one form field to the next is intuitive because the user sees the form as a whole rather than a jumbled mess. Note the nice balance of elements on the page and how aesthetically pleasing the overall look is.

9. Include Social Media Buttons

Your contact page should include links to your social media accounts. Some people prefer to reach out and engage with companies on social media rather than via a contact form. Adding social media as a contact option shows your willingness to interact with your customers and make sure their experience is the best possible.

Creating a Converting Contact Page

Slight improvements to your contact page equal bigger conversion rates. Add one or two adjustments at a time, test them to see how your site visitors react, and keep the elements that work for you. The most important aspect of designing your contact page is making sure it’s easy to find and user-friendly.

Lexie Lu

Lexie is a freelance designer and blogger. Her perfect day would include creating style guides and drinking coffee. She is the owner of Design Roast and can be followed on Twitter @lexieludesigner.

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