How to optimize your contact page for better conversions

Providing your future buyers with easy and varied ways to get in touch with you is the most obvious way to improve your conversion rate.

So how to improve your contact page?

Here are a few ideas…

Add your full business address and a phone number

Business address schema code

This is just the matter of being trustworthy, especially if you are into an ecommerce, medical or financial business where customers entrust you with their personal data (like credit card details).

Having this information visible is a clear sign to Google of trustworthiness of a site. But even more importantly, it eliminates anxiety in buyers as well.

It makes sense to markup this information properly:

  • Use click-to-call for the phone number for customers to easily call (especially from mobile phone). Here’s a code to use for that.
  • Use Schema.org to point search engines to your business official address (especially for local business. Here’s schema code for that (scroll down to the actual examples) or you can use this free online generator.

Add a call back widget

Call Back Widget

Probably my favorite little trick, a callback button can make all the difference in the world.

A callback button allows your customers to request a callback from your representative. It’s an easy lead as many clients click the button just out of curiosity.

Ringostat provides this widget as part of their overall call tracking and lead generation functionality. A nice thing about this solution is that it’s integrated, so together with the widget you get in-depth reports, multi-channel funnel analysis and your customer support team stats (enabling you to optimize the efficiency).

My favorite part of the report is the ability to see the exact path that led the customer to the call:

Ringostat

Expand beyond your site

Social media is becoming such a huge part of customer engagement that you probably communicate with your audience more there than anywhere else. Using these platforms as a place to encourage contact is a great way to take things off site and into a more open sphere.

You can integrate the two methods pretty simply, as well. Just put buttons to your social media pages on your contact page, and vice versa.

Many people would argue that making your social media sites visible will expose your business to unhappy customers taking their irritation into public, but the truth is, they will discuss your business online anyway: You’d better be there to control the sentiment.

Provide a live chat option

Having someone on hand to ask general questions is a good way to connect with someone who maybe doesn’t want to call, but would like answers immediately.

You can have set hours where they can contact you or a customer service agent, either with or without account access.

This also has the benefit of freeing up phone lines for calls that can’t be handled over a chat box. Like an interactive FAQ that also improves your engagement.

I’ve listed some of the great live chat options in this article.

You can also follow the footsteps of bigger companies and try using a smart chatbot! Here’s a solid insight into current solutions put together by Tej Kohli:

“… China has successfully used WeChat for a while now to enable customers to complete basic tasks such as ordering food, paying restaurant bills… Shopify recently acquired Kit, an all-round marketing masterpiece that can do everything from email customers to help you set discounts and handle 404 errors. Facebook recently announced that their new messenger platform is open to Chatbots, which could be a marketing game-changer.”

Curious to see where it goes!

Make it easy to email

ZenDesk

Trying to find an email address to email support or sales when you don’t have the time to chat or talk can be really annoying. For some reason, companies are starting to cut out email support lately.

But that only removes one option that they would have otherwise had, and no one likes having their choices reduced. Make it easy to find your email on your contact page. And consider putting it on the front page as well, next to your number.

Most email forms are impersonal, annoying, and make it feel as though your message will never be seen. It is like shouting into the wind. Make it short and sweet.

ZenDesk is the simplest solution: It doesn’t force your customers to register in a ticket system, yet it provides your team with nice scaling and tracking options.

Have a trick to add to the list? Let us know in the comments!

Related reading

Email
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