Transforming users into customers can be difficult sometimes, and there are several steps along the way. Of course, you can always launch a few landing pages and catch users that are right on the verge of making a purchase, but what about those leads that require a little bit more convincing? Those visitors should be persuaded through the website itself, and the marketing materials present on it. As part of this longer conversion process, you have the contact page as a key chokepoint, and with the right design, you can ensure that you increase the engagement and conversion rates of this page. In this article, we’re going to show you how.
1. Make full use of colors
Colors have been shown over and over again to have a big impact on users. We all know about the famous example of switching the CTA button from red to green and increasing its click-through rate by 27%. To find the right colors for your contact page, you have a variety of tools that help you create complementary color schemes, and there are plenty of resources out there that cover color psychology. Once you feel like you have a solid grasp on the color scheme you want to go for, you can try out different variations with A/B testing in order to find out which one has the highest engagement and conversion rates.
2. Humanize the page
Problems with a product or service will always be there. It’s why we have customer service teams. However, if the design of your contact page is not the best, your users may feel discouraged from getting in touch with your team. This can lead to poor reviews and the loss of repeat customers. One of the ways to avoid this is through excellent design, but you can use an extra design trick, by adding pictures of a person on the page. Our eyes are drawn to human faces, and some websites make great use of this by humanizing their contact page and increasing its effectiveness. It might not work in all situations and with all audiences, but it cannot hurt to give it a try.
3. Make it easily accessible
It is generally bad design to have your contact page in a submenu or exclusively in the footer. You want users to be able to find the contact page above the fold. This will make it easier for both desktop and mobile users to find it, removing a major hurdle in the conversion process. Furthermore, you can actually make it stand out if you want, by turning it into a “Contact” button in the menu. You also want to make sure that you stick with tried and tested labels such as Contact, Support or Help. Going with something too creative may cause confusion.
4. Customizing the experience
If you have a large customer support team, your design can reflect this, and your contact web page can dynamically adapt to the needs of your visitors. A designer will be able to implement a structure where the relevant content is presented to a visitor based on various data points, such as geographic location, source of traffic, or even questions in a survey. If a visitor reaches your contact page looking to get in touch right away, he will have access to that information at the top of the page, but if he has an issue, he can go through a questionnaire that will direct him towards the right department. This can help reduce the load on your support team, and streamline the customer service experience for your visitors.
This brings us to another important benefit that can be achieved through the right design – supporting the support team itself. By distributing the customer support load using tools such as AI live chat, and auto-responses, you can help satisfy simple customer requests quickly, while only directing complex issues to your support team.
Are you interested in building a highly effective contact web page for your business?
The layout, style and various elements of a web page determine its effectiveness. For the contact page, combining the right UI with features that make receiving support easier will greatly increase engagement and conversion rates. If you add testing and iteration into the mix, the rate of increase is more rapid. At Beau Brewer Digital we offer design and development services, so if you are interested in improving the effectiveness of your website, or if you have any questions regarding this process, contact us today.