Simple changes that add up
This may be old hat to a number of folks, but here’s some real data on how much better it is to include an HTML form on your web site’s contact page rather than a simple email.
When Ben re-launched the Esomnie web site in late August 2006, he included a “contact us” page with a simple email address: info at esomnie dot com. By early November, we had received exactly ZERO emails to that address, despite the fact that we had some spikes in traffic from other efforts.
In early November, we added a simple HTML form instead of the email link. Since that simple change, we’ve had 6 inquiries about our services, despite no material change in overall traffic to our site. While not a staggering number, for a new business that treasures every lead it can get, it’s a big deal.
There’s a simple usability lesson behind this - removing barriers for your customers, even seemingly trivial ones, can add up.
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