Contact page lead optimization
-
Hi,
I have a client whose contact page is the second most visited after the home page.
However, there is a 93.65% abandonment rate on the contact page.
This could be for a number of reasons:
- There is a phone number on the page, so people may call the firm
- There is a Google Map on the page, so people may get directions
The top next pages are:
- Exiting the site (about 50%)
- Returning to the home page
- Going to the About the Company page
- Going to the Distributors page (the company is a manufacturer)
What is the best way to analyze the performance of this page?
Thanks,
Josh
-
Thanks. I am trying to get the client to do this...Hopefully that will happen soon. We are also adding a live chat capability.
-
Sorry for the delayed response. The data I provided is indeed correct. Here are more details from Google Analytics for all of 2011:
This page was viewed 1,726 times
<dl id="AnalyzeConrol" class="ctrl">
<dt>Analyze:</dt>
<dd>Content Detail</dd>
</dl>
<dl id="ContentControl" class="ctrl">
<dt>Content</dt>
<dd>/contact/index.php</dd>
</dl>
<dl id="SegmentControl0" class="ctrl">
<dd>None</dd>
</dl>
* 1,726
Pageviews* 1,422
Unique Views* 00:02:08
Time on Page* 52.75%
Bounce Rate* 42.47%
% Exit* $4.61
$ Index -
Gianluca,
The free version of click tale allows you to record 400 page views a month on any page (not just the most viewed) but you can only record 100 per week and you can only the view 2 page visits. So if people are landing on the homepage and the going to the contact us page - the free version should suffice.
Other areas such as heatmaps etc. will onyl work on the most visited page (which in this case would not work) but there are other services that provide this tracking if required.
Plus as a side note, there is no need to enable clicktale on every page - the user might only enable it on th contact us age - in which case he will have access to all of the heatmaps, recordings etc.
-
You could also consider using a tracked phone number so you can measure call conversions. I use http://www.kall8.com/index.php
-
Just a suggestion to add to the answer by Gary:
- Clicktale: the free version and bronze option are not enough to see the recorded sessions of more than the most visited page. Being the form page the second, you would not be able to see any record. Subscribe for an higher option (silver, for instance) for just one month. Time enough to record a sufficient number of sessions in the form page
- Clicktale offers also the possibility to see a form funnel analytics, that show you if people has filled or not a field.
- To verify if people is not filling the form because of the phone number, you could ask to your client customer care (or who answers to phone calls to that number) to simply ask to the client how he got to know the number itself
- Heatmaps can give you hints about the google maps success.
- Another way to track the use people of the form is to use jQuery and Google Analytics as explained by Duncan Morris in this post on Distilled: http://www.distilled.co.uk/blog/conversion-rate-optimisation/using-jquery-and-google-analytics-events-to-track-form-abandonment/
-
Great idea. I have used ClickTale on this site before... definitely a good idea.
-
There are possible a few reasons for this:
1. The user is filling in the contact form, but then decides not to send it
2. The user is filling in the contact form, but then can't send it because of an error with validation or something server side
3. The user is filling in the contact form, and is sending it (you don't specifically say that they don't take any action on that page)
4. a percentage of the users will almost certainly be looking at the contact page for social proof - is there an email address I can copy, is there a physical address, do they have a phone number, is there an easy complaints procedure etc. - these people will then often navigate on (back to the homepage or another site page)
5. People might want to see where the company is based and then decide that the company is not relevenat to them because they are from a different, country/state/country/town/city/etc.
Plus, I'm sure there are a million other reasons.
I recommend installing ClickTale on the site. The free version of the product should be sufficient to gather some video recordings of what the userts are actually doing on the page. This is the best way to see what the user is doing (but not a great way to know what they;re thinking! - although you can make some educated guesses). Check it out at http://www.clicktale.com
-
Hi Joel,
The time on page is: 00:02:10.
Yes, there is form on the page. I have been trying to get the client to add a chat application, but they are worried about getting too much business.
I don't feel comfortable sending a URL because of client privacy concerns.
Thanks for your help.
-Josh
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Creating leads with minimal traffic
I'm working for a client who is in a very tight niche. They offer a service which can come as part of a new build or installation to an existing building. The problem is the the traffic volumes are very targeted and very low, but a single sale can be very lucrative. Another problem is that it is very difficult to determine who the converting visitor will be as depending on the potential project it could be an owner, PM, architect, designer and on... There are no clear cut decision makers, it's always on a case by case basis. Because of this the client is baulking at any attempts to gather contact details because they are arguing it may not be the decision maker and in their industry they know it will cheese people off parting with contact details and it "may not be the right person anyway". I am looking at encouraging exploring ideas based around a traditional newsletter, whitepaper, survey etc. Has anyone else had experience in this kind of scenario where search volumes (organic, PPC) are low enough that the timeframes for testing any value become uncomfortably stretched and even then difficult to determine any general trends?
Conversion Rate Optimization | | MickEdwards0 -
Is putting an email address in the page title a good idea?
As our Contact Us page title was a little short I added in [email protected] So "Contact us : [email protected]" We don't get a lot of spam and it hasn't noticeable increased since we did this. Tynt suggests that a reasonable number of people have copied and pasted the email - presumably to contact us Is it worth experimenting with further or a waste of time?
Conversion Rate Optimization | | Zippy-Bungle1 -
Page Speed & SERPS
What impact does page speed have on rankings in the search engine? If I have a Site that is heavy with Pictures, Onsite videos and various scripts that would ultimately be of good use to a viewer but takes time to load. VS A Site that has pictures that are fully optimized for the web or eliminated to save on load time, Videos that are hosted on Sites like VIMEO or You Tube and eliminate scripts where possible and use css3. Note the site loads faster and is better for mobil but doesn't have the same feel of the first site but is useful to the user. Now let's say that both sites are virtual twins in terms of their link profile, age, content quality, location and citations. Will one rank better because of load time? It's the quest for creating the ultimate site for users while delivering it within the fastest time possible.
Conversion Rate Optimization | | bronxpad0 -
What's the best thing to put in the footer on a PPC landing page?
From a conversion perspective what are the best elements to have in the footer of a Paid landing page.
Conversion Rate Optimization | | SirSud0 -
Your advice on Website Optimization Tools for A/B and Multivariant tests
Hi everyone, I've been looking for tools to support all the A/B and Multivatriant testing for my websites. I've seen a lot of stuff out there but I'd like to hear what YOU think. Are you using any of these tools?
Conversion Rate Optimization | | mozzello
Which one would you recommend? Thanks a lot for your help
Michel0 -
What company/person do you recommend for improving conversion rates on landing pages?
Hello! I'm looking for specific recommendations of companies with whom you have been "Tickled pink at fantastic conversion improvement results!" I'm the customer for this service. 🙂 I seek a page-level review of a specific area of my site. I'm looking for output of specific recommendations for improving conversion rates. I want to avoid paying for a "generic best practices report" with one or two ideas for my site sprinkled in. I realize that I will be called to complete proper input into the process. I am ready to do my share with the level of detail required. So, if you have an enthusiastic recommendation, please share. Details are appreciated. Most important, please tell me why this company made you very happy. I sincerely look forward to SEOMozzer input. Thank you kindly, Loren
Conversion Rate Optimization | | groovykarma0 -
How can I pass the Search Term into a lead form?
We receive lead forms from interested visitors that include their name, email, grade level, and academic goals, and we would like to also know which specific phrase they used when searching for us. I need to find a way to grab the referring keywords and pass them as a hidden form field. Can this be done, and are there scripts available that can do this?
Conversion Rate Optimization | | brycebertola0 -
Ideal product page conversion/retention rate for eCommerce sites
Hi SEOmoz-ers, I was wondering if anyone has data regarding product page abandonment rate (% of potential customers that leave the site after seeing product pages) for websites like Overstock, REI or Zappos? As you may know the above mentioned sites do an exceptional job with product pages. It would be helpful to know what some of the leaders in this space are achieving in terms of conversion rate. What is your personal opinion about this? Thanks,
Conversion Rate Optimization | | Kush_VMI
Kush0