Our "Contact Us" page

Typically, our digital case studies contain information about the work we’ve done on behalf of our hospital, health plan or health insurer clients. But just as we work hard on our client sites, we also work hard on our own website. And recently, we made a striking revision to a page on this website—with lessons that could be applied to almost every healthcare website out there.

The page in question: our "Contact Us" page.

Adding interactivity

Before our website redesign in June 2017, our "Contact Us" page required readers to do a great deal of work. They had to call us directly, typing a number into their phones. Or they had to choose an email address to connect with and then type up an email message.

We wanted to add a little interactivity to this page so people who came to our site wouldn’t be required to make so many decisions right away. And that led to some interesting discussions.

How much is too much?

This page is designed to help us connect with people who want to learn more about the work we do. And since we like to make sure our conversations are meaningful, we were tempted to add many fields to a form that would live on this page. If we knew more about what people wanted to talk about, we could make sure our conversations were as effective as possible.

But we know that many of our readers look at our site on mobile devices.

Mobile readers tend to click away from forms with too many fields. Typing on tiny keyboards can be cumbersome. And people on mobile devices tend to be moving quickly. They don’t have the time or inclination to fill out a long form. We wanted to make sure we kept the needs of this specific audience in mind.

Our readership by device in a typical month. 52% desktop. 5% tablet. 43% phone.

Our current "Contact Us" pageThe solution

Our current page begins with a form that has only three fields:

  • Name.
  • Email.
  • Question.

This form is easy for anyone to fill out, even on a mobile device. And the open-ended nature of the final field (“question”) means this form can be used for many different types of readers. We sometimes get questions on this page relating to our products, but we also get questions on this page relating to employment.

We still have a phone number available, but that number is clickable. So our mobile readers can simply tap and get connected. And we reduced the number of email choices to one, so we can make things easier for people typing in a hurry.

Measuring success

The impact of these changes is tough to measure, as these revisions happened in the midst of an entire site redesign and promotional campaign. Page metrics might be up or down due to a number of different reasons—not just the reform of the page’s content.

But the form has been used regularly by people who are interested in learning more about products, and that means it’s become a valuable asset for the marketing team. We’ll be watching the numbers closely, and we’ll update this page with data as it comes in.

Putting these ideas to work

At Coffey, we’ve helped many clients to both build and monitor the performance of web forms. Typically, those forms are used in campaigns meant to drive up appointment volume, but we’ve also built custom forms to help people register for a class or find out about a seminar.

Every time we build forms for our clients, we consider who will use the form, what data is absolutely necessary and what can be left out. If you’d like to know more about our website design services, just contact us (using the handy form)!

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