5 Ways to Increase Conversions on Your Contact Page by Improving Your UX

by | Dec 13, 2018

Conversion optimisation can be as simple as improving your UX. These 5 tips improve experiences while building a better funnel.

We live in an age of lead generation. The more you’re able to connect initial marketing touches with actual conversations with your audience, the more likely you will be to eventually turn them into long-term customers. That’s especially true in B2B environments, where personal attention is especially valuable in the buyer’s journey. And yet, too often, your audience goes through a familiar process:

  1. They first hear about your business, which seems to solve a need for them.
  2. They want to learn more.
  3. They’re guided to a contact page where they want to get their questions answered.
  4. The contact page fails to provide them with the info they need, or is too complicated.
  5. They drop off and never become customers.Chances are you don’t want that to happen. The sticking point, then, is obvious: if you already have an existing marketing strategy, look to your contact page to close the deal. It’s not like any other page on your website; instead, it needs to be easy to use, convincing, and ready to help your audience convert.

That sounds complex. It doesn’t have to be. Consider these 5 ways to increase conversions on your contact page, all in the name of user experience.

1) Consider the Overall Page Layout

The right UX starts with the right layout. When your audience first visits your page, what do they expect to see at first glance, and what can wait? Heads up: the form itself probably shouldn’t be the attention-getter. It’s the final step you want them to take, which means that other content has to come first. And yet, you also don’t want to lose the form altogether for those who already know the step they want to take. Most times, that means placing the form at the top right of your page. Doing so leaves you enough space for a compelling headline, a great visual, and some extra content (more on that later) that your audience sees first. That accounts for the Z-shaped pattern in which your audience consumes web content.

2) Reduce Your Contact Form to One Column

Let’s hone in on the form itself. Especially if you’re asking for more than just three or four fields, it’s tempting to go to multiple columns. After all, it can help you ensure that your forms don’t get nearly as long and don’t take up as much space on the page. Unfortunately, that’s a misconception. Multi-column forms are prone to misinterpretation, causing users to miss fields frequently. Instead of going back to correct their mistake, many of them leave. Those who don’t take longer to fill out the form, which tends to lead to fewer conversions. The fix is simple: keep your contact forms at one column, and don’t stray from that rule. That alone can improve UX and drive conversions.

3) Ask for Fewer Fields

You want to know as much as possible about your audience. That’s natural. But you don’t have to let them know that. Yes, it might be helpful to know your audience’s business size, job title, and three types of contact information. To start, wouldn’t a name, email, and company name be enough? You can learn everything else through your initial conversation. Research supports cutting the clutter. Contact forms perform best when you keep them to seven fields or less. Any more, and you’ll drive users who just have some introductory questions about your company away.

4) Build Trust Through Testimonials

Don’t rely on the fact that your audience knows you enough to want to learn more. Instead, give them a reason to contact you. Content is key on effective contact pages, and testimonials take the forefront in that effort. Consider anything from product reviews to expert analysis. You can use simple text, or integrate videos that relay the same message. We’re psychologically predisposed to trust the advice of others, and you can leverage that trust if you know which testimonials to feature. Of course, that doesn’t mean testimonials should overtake your other content. Don’t let it push down your contact form. Instead, use them as a sprinkling to support your own copy and to make sure that you’re not the only one touting your brand, products, or service.

5) Embrace Mobile Optimization Throughout

Finally, never underestimate the importance of optimizing your contact pages for mobile users. A report last year showed that 57% of internet traffic now comes from mobile devices. In the U.K., 48% of devices now used to access the internet are smartphones, with another 15% accounting for tablets. Is your website, and more importantly your contact form, ready for that fact? It better be. That means responsive design, and a form that’s just as easy to find and fill out on a 4 inch screen as it would be on a 21 inch desktop. Responsive design is no longer optional in 2018 – it’s absolutely necessary to get conversions. Part of that conversion optimization means accounting for scenarios in which your audience wants to talk, but is not ready to hand out their contact info. That means not just listing your phone number on the page, but also building it so that your audience can call right from their device with the push of a button. Every aspect of the process should be at least as easy on a mobile device as it would be on a desktop computer.

The Next Step

None of these tips is exceptionally difficult to accomplish. Some, however, require a bit more work and expertise than others. Sure, you can easily reduce the number of form fields. But do you know how to build a responsive contact form, or condense your form into one column? Fortunately, you don’t have to. Improving your contact page to get more conversions can be as simple as a few minor tweaks, or as complex as designing the layout of the entire page. No matter your needs, we can help. Our expertise in building WordPress sites, in fact, is a perfect match for B2B marketers looking for better ways to guide their audience through the funnel. Let’s chat on how we can work together on improving the ways you engage with your audience through your website.


If you're looking for a team to take care of all the technical aspects of your website build, manage the integration of third party systems or  create a conversion focused approach for your website, you're in the right place.

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