Do your customers like how you’re asking for their email? If you haven’t given much thought to this, you might be missing out on a lot of conversions. It might seem like a trivial part of your website but the contact page is like your handshake. It’s how you seal the deal, make connections and turn casual viewers into engaged potential customers. But it’s also a common spot where clients drop out. If they have to struggle at all, you’ve lost them. So improving your contact page can have a big effect on your conversion rate. Here are my top five tips for contact pages that make customers want to get in touch with you.
Build trust when you ask people to reach out
At this point, you’re asking people who have been viewing your site to provide their own personal information. It’s an act of trust, so you want to make them feel secure. Here are a few ways:
- Ask only for the necessary information. More questions create more resistance, especially if you ask for personal information like address or telephone number.
- Use as few mandatory fields as possible. Forms with more optional fields convert better and get better data.
- Certifications, awards, and testimonials all signal trustworthiness.
- List your contact information, so viewers have the choice of going straight to real people instead of just an internet form.
Make your contact page match your brand
You’ve been working hard to create an integrated experience on your site – don’t drop the ball now! Your contact page is an important part of your brand image. It should be just as beautiful and on-message as the rest of your site. Keep the same style and tone. If you need some inspiration, check out some examples of creative contact pages.
I recommend a minimal design for contact pages. First, it reduces friction. The fewer elements, the fewer variables that might trigger subtle resistance in your visitors. Keep it simple and they’ll move straight towards the final sale. It also gives you a chance to get creative. Is there a simpler way you can get your clients in touch? How easy can you make it for them?
Break up long forms
Forms with fewer fields usually perform better, but don’t despair if you really need a lot of information. Instead of getting rid of fields, just break the submission process into a multi-step form. Ask first for very basic information to get people started and feeling committed. Then, when they click “Submit” on that form, it will take them to another with more extended fields. This reduces fatigue since users feel like they’re only giving small amounts of information. They’re also less likely to abandon the process if they’ve already hit “Submit” once or twice.
Make it responsive
If your page doesn’t work smoothly on mobile, you’re losing the 80% of Internet users who are browsing on their phone. They won’t bother struggling with your form. Make sure your contact page looks and functions just as well on mobile as desktop. Most landing page creator tools offer mobile responsive design, but to be sure, run UX testing. Usertesting.com, Userlytics, Applause, and other tools can help.
When it comes to contact pages, functionality trumps everything. Concentrate on reducing friction and simplifying the submission process as much as possible. It’s all too easy to lose clients here. This page might seem like an afterthought compared to your main page, but it’s essential. Keep improving it and (very important!) split-testing it. You’ll quickly see how many more conversions you can get just from a great contact page.