Contact page lead optimization

[joshfialkoff-77863]

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:

1. Exiting the site (about 50%)
2. Returning to the home page
3. Going to the About the Company page
4. Going to the Distributors page (the company is a manufacturer)

What is the best way to analyze the performance of this page?

Thanks,

Josh

[Guest]

This post is deleted!

[joshfialkoff-77863]

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

[perfectweb]

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

[joshfialkoff-77863]

Great idea. I have used ClickTale on this site before... definitely a good idea.

[gfiorelli1]

Just a suggestion to add to the answer by Gary:

1. 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
2. Clicktale offers also the possibility to see a form funnel analytics, that show you if people has filled or not a field.
3. 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
4. Heatmaps can give you hints about the google maps success.
5. 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/

[elephantseo]

You could also consider using a tracked phone number so you can measure call conversions. I use http://www.kall8.com/index.php

[Guest]

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[perfectweb]

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.

[joshfialkoff-77863]

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

[joshfialkoff-77863]

Thanks. I am trying to get the client to do this...Hopefully that will happen soon. We are also adding a live chat capability.