Stuck in the Stone Age
Did you listen to a cassette on the way to work or did you stream your music? You streamed your music because it is fast, boundless, and beats out cassettes and CDs by a long shot. The tech around us is ever-advancing and we need to keep up or be left behind. Now let’s take that innovative mindset and apply it to our websites.
You likely have a contact form on your website and didn’t even question if it should be there; it’s just one of those things that every website has to have. Though contact forms have served their purpose over the years, it is time to give your prospects a user-friendly experience and give your team some break-through results. Let’s explore why contact forms are missing the mark in 2019.
Big Problems, Better Solutions
1. Too Slow, Joe
Problem: Your team is busy with a million other things and sometimes that means responding to contact form submissions falls to the wayside. We get it, work gets busy! But consumers in 2019 expect ultra-fast, if not, instantaneous results. Contact forms just can’t live up to that expectation of speed because they are not built to be instantaneous. And we all know that lagging response times lead to lost business and the extra work of responding to every inquiry puts a burden on your team’s shoulders.
Solution: The best way to improve your team’s process for handling general inquiries is with a live chat service. The live chat service provided by Conversion Logix is able to cut response times from hours or days down to mere seconds—giving your team more bandwidth to perform their daily tasks. This solution is an engaging and frictionless way for website visitors to get answers to their questions and it does so at breakneck speeds. The quicker you respond, the more engaged the prospect, the more likely they are to convert!
2. Limited Placement and Prominence
Problem: Your website should have the goal to drive all website visitors to interact and engage with your community. Contact forms lack the prominence and placement that is needed to effectively engage visitors. Your contact form may only appear on one page of your website, meaning that you are missing the opportunity to convert visitors across your site. If your contact form does appear on more than one page, it is likely crammed in the footer of the page where website visitors are very unlikely to see it. Remember that prospects spend most of their time on the floor plans and image gallery pages of your site, which begs the question: “Shouldn’t we provide prominent conversion tools on those two pages as well as all the other pages of our site?”.
Solution: The simple answer is “Yes!”. You need to place specialized tools on every page (or most pages) of your website and make those tools appear in a prominent way in order to capture more leads. Conversion tools such as Schedule Genie and Concession Manager live on every page of your site and remain in the same location on the screen, no matter where the prospect scrolls or navigates to. By placing the tools in a prominent location on every page, you are giving website visitors substantially more opportunities to convert. More opportunities to convert equals more leads for your community!
3. Lack of Relevance
Problem: Most visitors who explore your site are not enticed to fill out a contact form. Contact forms are a general catch-all solution designed to help prospects who have inquiries, but they are not designed to engage prospects who want to take action or who are simply exploring. When these explorers and action-takers do not have a question to ask, they are unlikely to submit a contact form. This means your website is letting valuable prospects slip through the cracks. That’s a leak in the system you don’t want to ignore.
Solution: Ensure your suite of website tools are specialized to serve all types of website visitors. Live chat, scheduling tools, and lead generating tools such as Schedule Genie and Concession Manager give prospects the means to address their specific needs. These specialized tools allow a prospect to accomplish the goal that they came to your site with, whether it is scheduling a tour or asking a question about pet policy. When you give prospects tools that address their specific needs, they find more value in your site and are more apt to convert.
4. Weak Tracking and Optimization
Problem: Having a general catch-all tool on your website also deteriorates the ability to optimize your digital ad campaigns. Would you rather optimize for people who submit questions about pet-policy at your community or people who are interested in scheduling a tour? With a contact form, you are unable to distinguish between those two groups of people and optimize accordingly.
Solution: Provide tools with specialized functions in order to improve optimization. If you have a tool that is specifically designed to schedule tours, a “Scheduled Tour” is now a goal completion that you can optimize for using a max conversions bid strategy. Implementing a max conversions bid strategy allows you to reach prospects who are more likely to complete a valuable goal and convert on your website. Conversion Logix has optimized ad campaigns using The Conversion Cloud and has generated a 157% increase in leads for a community. Learn more about how Conversion Logix increased leads by 157% by reading this case study.
So, Now What?
Contact forms have served us well over the years, but unfortunately, their time has come to be retired to a museum and looked upon with nostalgic longing. It is 2019 and we need to take full advantage of the tools that we have at hand. So go ahead, try some new website tools that will better serve your customers, assist your team, and improve your results.