Contact forms are so 1990:How to increase your inbound conversion rates with webplays

The contact button on the website is underestimated!

In fact, the "Contact" subpage is the most clicked page on most websites, alongside the "Home" and "About us" pages.

You should therefore think about how you can make the initial contact as easy as possible for website visitors.

Unfortunately, many companies are missing out on enormous potential here.

The problem with contact forms

Most websites display an e-mail address, telephone number or contact form on the contact page.

• Telephone numbers create a high barrier, as many website visitors shy away from telephone contact.
• However, writing an e-mail takes time. Generic addresses such as info@ or mail@ also create the feeling that the e-mail will never be read anyway - which is often the case!

Contact forms are supposed to make it easier for the user, because you can simply enter your message and click on "send". In principle, such forms are a good idea, but they have several problems:

1. Website visitors are curious about your product, but often don't have a specific question. They therefore don't know what to fill out in the contact form.
2. At the other end, someone has to process and answer the inquiries. That takes a lot of time.
3. Your employees not only have to answer questions, but ideally also sell something. However, the necessary information about the person asking the question is missing.
4. Contact fields are often not linked to other systems such as a CRM, which results in a media break.

Chatbots are not a solution

To solve these problems, many companies rely on live chats with employees or automated chatbots.

Live chats have the disadvantage that at least one customer service employee must always be available. With higher website traffic, you even need an entire CSM team.

Chatbots, on the other hand, quickly reach their limits when it comes to more complex questions and humans are needed again.

What webplays do better

A more comprehensive solution are so-called "webplays". Here you integrate a digital guide into your homepage, for example on the contact page.

In the example below, the customer clicks on "Contact" and the guide opens on the right-hand side. Some information is now automatically requested, such as which products the customer is interested in.

Linkando Webplay

Depending on the answer given, further questions open up. The guide thus adapts interactively to the information provided by the user.

Linkando Webplay

The aim is to pre-qualify the user so that they are forwarded directly to the right contact person in the company.

Even more interesting is what happens at the other end of the line:

• The sales employee receives all information directly, not by email, but directly in their sales tools, for example in the CRM. This avoids media discontinuity.
• A digital guide is also integrated into the CRM, which now shows the sales employee the next steps, for example a discovery call with Zoom.
• Zoom now also has an integrated guide that explains all the necessary information and next steps to the seller.

The guide on the contact page is therefore the start of an entire playbook that runs through the entire sales cycle. Unlike a contact form or chatbot, the webplay sets a systematic and structured sales process in motion that leads to significantly higher conversion rates.

Take a look at how the example above works live. Go to https://cx-services.gmbh/index.html#Kontakt and click on "Contact" as shown in the screenshot.

If you have any questions, please contact us at info@linkando.com.