A Call to Action Example that Doesn't Work Anymore

From Digital Doorway to Potential Dead End in the Evolving World of Online Engagement

For those who’ve been involved in the digital marketing landscape for a couple of decades or more, the “Contact Us” button holds a certain nostalgic charm. In the early days of internet advertising, it was often the primary, and surprisingly effective, gateway for potential customers to connect. It was a simpler time, and a straightforward “Contact Us” frequently yielded genuine inquiries and valuable leads for both lead generation efforts and burgeoning e-commerce sites. However, as the internet has matured at warp speed, and user behavior has become increasingly sophisticated, relying solely on “Contact Us” as your primary conversion driver has undergone a significant transformation. What was once a reliable digital doorway is now increasingly becoming a path to disappointment, frustrating both businesses seeking meaningful interactions and customers seeking immediate information and value.

The shift is palpable. I remember when a simple “Contact Us” form would yield a steady stream of qualified leads or genuine customer inquiries. Now, inboxes are often flooded with unsolicited sales pitches, irrelevant questions, or the digital equivalent of someone wandering into your store with no intention of buying. This isn’t just anecdotal; industry data and evolving user behavior paint a clear picture of this declining effectiveness.

The Data Speaks: A Shift in User Expectations and Conversion Trends

Several factors contribute to this trend, and industry data backs up these observations:

Rising Cost Per Lead (CPL) and Declining Conversion Rates for Generic Actions: Reports consistently show an increase in the average Cost Per Lead across various industries in paid search and social media advertising. This suggests that acquiring any lead, including those generated through a generic “Contact Us,” is becoming more expensive. Simultaneously, while overall conversion rates can fluctuate, the focus is increasingly on qualified leads. A high volume of “Contact Us” submissions that don’t translate into sales or meaningful engagement contributes to a lower return on investment. Data from sources like WordStream and LocaliQ highlight this upward trend in CPL.
The Power of Value-Driven Lead Magnets: MarketingSherpa and DigitalMarketer consistently report higher conversion rates when offering valuable content or resources (lead magnets) in exchange for contact information compared to generic contact forms. Ebooks, webinars, templates, and free trials provide immediate value to the user and attract individuals with a specific interest, leading to more qualified leads. This demonstrates a clear preference for engagement beyond a simple inquiry.
Form Optimization Studies: Research on landing page optimization, often conducted by platforms like Unbounce and Leadpages, indicates that forms offering a clear benefit or addressing a specific need outperform generic “Contact Us” forms. For instance, a button that says “Download Your Free Guide to [Problem]” is likely to see higher conversion rates from relevant users than a simple “Contact Us.”
E-commerce User Behavior: Studies on cart abandonment and customer support interactions reveal that users often seek specific information before making an online purchase. They want to know about shipping policies, return procedures, product specifications, and FAQs. A prominent “Contact Us” without readily available self-service options can lead to frustration and, ultimately, lost sales. Data on website usability and customer experience underscores the importance of providing comprehensive information upfront.

Why “Contact Us” Alone Falls Short:

The reasons behind this decline are multifaceted:

Information Overload and User Sophistication: Today’s internet users are bombarded with information. They are more discerning and conduct thorough research before reaching out. A generic “Contact Us” often doesn’t provide enough incentive or information for them to initiate contact. They want to understand the value proposition before committing.
The Rise of Self-Service and Instant Gratification: Users increasingly expect instant answers and self-service options. They prefer to find information on their own through FAQs, knowledge bases, and detailed product descriptions rather than waiting for a response after filling out a form.
The “Garbage In, Garbage Out” Phenomenon: A generic “Contact Us” form acts as a low barrier to entry, attracting a wide range of inquiries, many of which are irrelevant, sales pitches directed at the business itself, or from individuals who are not serious prospects. This wastes valuable time and resources for sales and customer service teams.
Lack of Context and Intent: A simple “Contact Us” provides little insight into the visitor’s specific needs or where they are in their customer journey. This makes it difficult for businesses to provide relevant and timely responses.

The Solution: Designing Landing Pages and E-commerce Experiences Around the Customer Journey

The answer lies in shifting our focus from a one-size-fits-all “Contact Us” to a more nuanced approach that aligns with the customer journey. This means designing landing pages and e-commerce websites with CTAs that cater to different stages of the buyer’s selection process and provide value at each touchpoint.

For lead generation, this translates to:

Stage-Specific CTAs: Instead of just “Contact Us,” offer CTAs tailored to the visitor’s level of awareness and interest.
- Awareness: “Download Our Free Guide on [Problem],” “Learn More About [Topic].”
- Consideration: “Request a Free Consultation,” “See a Demo,” “Get a Custom Quote.”
- Decision: “Talk to Our Sales Team,” “Get Started Today.”
Value-Driven Lead Magnets: Offer valuable resources in exchange for contact information, providing immediate benefit and qualifying leads.
Detailed Information and Social Proof: Provide comprehensive information about your services, including benefits, features, case studies, and testimonials, to build trust and answer potential questions upfront.

For e-commerce, this means:

Clear Product Information and FAQs: Provide detailed product descriptions, high-quality images, and comprehensive FAQs to address common customer queries before they need to reach out or make a purchase.
Prominent Support Options (Beyond “Contact Us”): Offer live chat, dedicated help centers, and clear information on shipping, returns, and warranties.
Contextual Help: Provide help options relevant to the user’s specific page (e.g., a size guide on a product page, a shipping information link in the cart).
Personalized Support: Offer personalized support options based on the user’s browsing history or past purchases.

By designing our digital experiences around the customer journey and offering relevant, value-driven CTAs, we can move beyond the limitations of the generic “Contact Us.” This approach leads to higher quality leads and more satisfied e-commerce customers and streamlines internal processes by reducing the volume of irrelevant inquiries. It’s time to evolve beyond the simple digital doorway of the past and embrace a more strategic and customer-centric approach to online engagement. The result will be a more effective and less disappointing experience for everyone involved.

Interested in how our landing page design will improve your conversion rates by responding to these customer engagement demands? Take us up on the offer of a free assessment of your CTAs on your website. By the way, no Contact Us information is required; just Book a Time with us today!

Common Questions with this Topic

Question: "How important are multiple choices of call to action (CTAs) on a website?
Answer: "Offering multiple choices for calls to action on a website is crucial for several reasons. Firstly, it caters to visitors at different stages of the customer journey. Some users might be ready to 'Contact Us' or 'Buy Now,' while others are still in the research phase and would prefer to 'Download a Free Guide' or 'Learn More.' Secondly, diverse CTAs provide more opportunities for engagement and conversion, increasing the likelihood that a visitor will take a desired action. Relying solely on a generic 'Contact Us' often leads to lower quality leads and missed opportunities, as user expectations for immediate value and specific information have grown significantly over time. By offering varied and relevant CTAs, businesses can better guide users through the sales funnel and improve overall conversion rates."

Question: "Why is a singular 'Contact Us' call to action becoming less effective?"
Answer: "A singular 'Contact Us' call to action is losing its effectiveness due to several evolving factors in the digital landscape. Users today are more sophisticated and conduct thorough research before reaching out. They expect immediate value and specific information, which a generic 'Contact Us' often doesn't provide upfront. Additionally, the internet is saturated with businesses, leading to a higher volume of irrelevant inquiries and sales pitches through simple contact forms. Relying solely on 'Contact Us' can also miss users who are not yet ready for direct contact but are interested in learning more through other means, such as downloading resources or viewing demos. This can result in missed lead generation and frustrated users.

Question: "What are some examples of alternative calls to action for lead generation?
Answer: "For lead generation, effective alternatives to a generic 'Contact Us' include calls to action tailored to different stages of the customer journey. Examples include: 'Download Our Free Ebook,' 'Watch a Demo Video,' 'Request a Free Consultation,' 'Get a Personalized Quote,' 'Sign Up for Our Newsletter,' 'Attend a Live Webinar,' 'Explore Our Case Studies,' and 'Take Our Interactive Quiz.' These CTAs offer specific value to the user and help qualify leads by attracting individuals interested in particular aspects of your offering.

Question: "How can e-commerce websites benefit from diverse calls to action?
Answer: "E-commerce websites benefit significantly from diverse calls to action beyond 'Contact Us.' These include 'Add to Cart,' 'View Product Details,' 'Read Customer Reviews,' 'Check Shipping Information,' 'See Return Policy,' 'Explore Similar Products,' 'Sign Up for Exclusive Offers,' and 'Chat with Customer Support.' Offering these varied CTAs caters to different user needs and stages of the buying process. It provides immediate access to crucial information, encourages engagement, builds trust, and ultimately reduces friction in the purchasing process, leading to improved conversion rates and customer satisfaction.

Question: "What is the role of the customer journey in selecting effective calls to action?"
Answer: "Understanding the customer journey is paramount in selecting effective calls to action. Different CTAs resonate with users at different stages of their interaction with your brand. For example, someone in the awareness stage might be interested in a 'Learn More' CTA, while someone in the decision stage is more likely to click 'Request a Demo' or 'Buy Now.' By mapping your calls to action to the various touchpoints and needs of your audience throughout their journey, you can provide relevant and timely opportunities for engagement and conversion, leading to a more effective and less disappointing user experience."