Reasons People Go to Contact Pages
I’m sure you’ve wondered why your Contact Us page is getting so much traffic (it’s usually #2 in volume just behind the homepage) and so few people are filling out the form. Actually, people go to Contact pages for a lot of reasons aside from filling out the form. Here are a few:
1. They just want a phone number (and an immediate response). Research shows that buyers would much rather reach out to you and get an immediate response rather than wait for someone to respond to info in a contact box. This all makes sense if you consider that the buyer has probably done a lot of research online and by the time they get to your contact page, don’t want to give up control of the buying process by filling out a form and hoping someone will get back to them.
2. They just want an email address. This is the same reasoning as #1, except that the buyer is willing to give up some control to avoid the hassle of calling. Of course, the chances of having someone respond to a completed contact box are about the same as sending an email to the email address on the contact page. Some buyers just don’t want to supply any more info than needed to get a response.
3. They want to see how your company is formatting email addresses. These people probably aren’t buyers, but rather marketers/sales people that have a contact name at your company, but no email address. On the other hand, a few of these are buyers that have a name (maybe through LinkedIn or a referral) and no email address.
4. They want to see where you are located. In particular, U.S. buyers want to see if you are based in the U.S. for reasons of service and support. If you are indeed based in the U.S. but have additional international locations, make your HQ location clear. Some companies have been omitting location(s) on the Contact page—not exactly sure why. At any rate, don’t skip this info. It makes your company look small or like you are hiding something.
So, if you put this information in the header or footer of your webpage template (phone, email, physical address); the traffic you are getting to your contact page will go down, but visitors will be more likely to actually fill out the contact box. This means conversion metrics will be more accurate and actionable.
For a no cost discussion of your situation and how we can leverage metrics-based content development to grow your business call 630-363-8081 or email firstname.lastname@example.org.