The ultimate job of a website is to get you leads. So today, we thought we would talk about how to increase your visitor-to-lead conversion ratio!
In most online scenarios, the last opportunity to convert a visitor to a lead is the ‘Contact Us’ page. If your visitor has navigated to the ‘Contact Us’ page, they come with some inclination to, well, contact you! However, having a poor functioning and aesthetically displeasing ‘Contact Us’ page can deter them away fairly quickly.
5 ways to increase your conversion rates
1) Make sure it works
Sounds silly right?
Yet, you would be surprised as to how many ‘Contact Us’ forms don’t actually work!
a) Right department and right inbox: Ensure that your ‘Contact Us’ form is functional and is sending leads to the right department as well as to an inbox that is not overflowing. Following up with leads after two weeks can cost you a great opportunity and reflects poorly on your a customer experience.
b) Make it mobile-friendly: Make sure that your ‘Contact Us’ page is mobile-friendly. Filling out a form on a desktop and a mobile are two very different experiences. For example, if you would like to include the “country” field in your contact us form, you might want to make it more mobile friendly by allowing the users to type the country and suggesting the right country from your list. Providing users with a drop down list of 195 countries to scroll through is painstakingly horrifying.
2) Less is more
Understandably, you want as much information from your leads as possible. This helps you refine your follow up approach as well as tailor your marketing efforts. However, a study by Hubspot has shown that the highest conversion rates were with forms that had no more than 3 form fields. Check out the graph below:
So the question is: Would you like less leads with more information or more leads with less information?
We understand that the amount of information needed can be relative and is a subjective topic. For more on this, we would ask you to read point number 5. However, for now, we would just like to say, try keeping the contact form fields to as few as possible.
3) So, don’t call me maybe?
Studies have shown that asking for a phone number reduces the conversion rate significantly. People are not comfortable divulging that information. Here are some more facts from an infographic by Quicksprout on 4 factors that reduce conversion rates:
Instead of asking for a phone number, get a dedicated line that people can call if they prefer speaking to a human. Another tip is to make the phone number field optional so that you are not losing out on leads!
4) Don’t leave your leads in the dark!
Explaining your follow up process is crucial to lead conversion and nurturing. If you have the capability of picking up the phone and contacting them right then and there, then ignore this. However, we seriously doubt that that’s the case. Hence, it is important you explain what is going to happen next.
We would recommend having a pop up window right after the the contact form is filled out, explaining what the first step of the follow up process is.
A quick tip: Confirmation dialogues or redirects to ‘Thank-you’ pages are easier to track via Google Analytics than confirmation messages. If you are savvy with Google Tag Manager, then either of them would work fine for you!
Next, call or email the lead within the time frame to answer their questions! It’s extremely simple and can make a huge difference to the overall customer experience.
5) TEST TEST TEST
Every ‘Contact Us’ page is unique and will work differently based on the users, the industry and the information required from the lead. It is crucial to test all of the above tips independently.
We would recommend taking one of the tips above, putting it into action, checking the results over (at least) 2 weeks and then implementing another tip. This way, if something is working, you know exactly what is making it work – no guessing games!
Here are a few more things that you could A/B test on your ‘Contact Us’ page that have helped our clients improve their visitor-to-lead conversion rates:
a) Fewer visual distractions on the page or more content on the page?
Test whether having maps, phone numbers and addresses right beside the form help improve lead conversions or reduce it.
b) Green and Red ticks
A small visual aid and a validator such as green ticks can help improve conversion rates. Not only does it help your lead in identifying mistakes in real time, it also helps you in avoiding spam email addresses.
c) Call it what it is
What would you like your lead to do? Would you like them to book a consultation, a demo of your product or request a quote? Calling all of your forms ‘Contact Us’ can be confusing and misleading. Test whether having a separate ‘Contact us’ form for general inquiries and a dedicated ‘Book a Consultation/Demo’ form makes a difference in visitor-to-lead conversions!
We have a ton more of these but we don’t want this blog post to go on for pages – so keep a look out on our Twitter and LinkedIn profiles for more tips!
If you would like to learn more about commercebuild or are looking for an eCommerce solution, let’s chat!