by Dixie Lang

Many websites contain a contact form on the Contact Us page. A contact form gathers information from the customer, assembles it into a message, then emails the message to the company.

Potential customers like contact forms because they can complete them 24/7 and avoid playing phone tag. That's a great benefit in today's busy world, as people juggle commuting, work, and a family.

Companies like contact forms because the form can:

• require the potential customer to provide certain information
• ask questions to qualify a sales prospect
• route the message to a specific staff member based on that information

If the contact form benefits both sides, how can it hurt sales?

Upset Potential Customers = Lost Sales

When a potential customer completes the form, they expect the company to respond. If the company never responds, the potential customer becomes frustrated.

“If the company really wanted my business they'd respond. Why should I waste any more time on them when they won't answer a simple request?”

The former potential customer gives up on the company and calls another vendor. That’s one potential sale lost. They may even tell their friends, family, and business contacts about their negative experience. Result: even more lost sales, and damage the company's reputation.

So what steps can you take to prevent this potential problem from upsetting your customers and costing you sales?

1) Begin testing the form on a monthly basis.

A simple test can help ensure the form is in working order.

2) Discuss the form with your management team.

Have a discussion with your management team about the form. Nail down the procedures involved in testing the form and processing the data sent through the form. Brainstorm ways to leverage the valuable data you collect with the form.

Read Part II of this article to learn specific steps to test a contact form, and read a list of brainstorming questions to ask when you meet with your management team.