To update our关于我们report那we recently conducted a定性可用性研究有20个商业专业人士。在这项研究期间,我们观察了参与者的行为,因为他们试图完成与之相关的关键任务关于我们内容40不同的公司网站。

Additionally, we asked each user to attempt a series of activities related to the接触Usinformation on those sites. Our goal was to understand how people in business–to–business contexts find and interact with接触Us页面,他们希望看到的信息和方法以及选择特定联系频道的动机。在本文中,我们将分享12个设计指南接触Us页面,从本研究中收集。

该包括在内接触UsPage

1. The接触Uslink should lead to complete contact details and communication options.

您的网站应包括专用联系页面,至少包含电话号码和电子邮件地址,而不仅仅是联系表单或物理地址。寻找关于美国的企业联系信息的用户.YAMAHA.com的令人沮丧,没有显示电子邮件地址或电话号码。他说,

“This is where I would go hoping to find that [contact] information. It is misleading to have this page called Contact Us and then the content on the page is just more paragraphs. They don’t seem to be offering other methods of contact including social media, email, or a phone number. If I go to Contact Us, I’m already expecting the variety of methods of contact.”

Yamaha's contact us page lacks contact channels.
Yamaha’s corporate website disappointed users. Rather than offering specific information on the接触Us页面,网站格式化较差的副本。

At a minimum, include the following information on your接触Us页:

  • 其他联系方式:
    • 主要公司地址
    • 本地地址(如适用)
    • 电子邮件地址)
    • Chat, if applicable
    • Social media channels, if applicable
    • Fax numbers, if applicable

除了提供适当的联系渠道,这里有一些额外的best practices for displaying contact information:

  • Provide the phone number and email address for a primary contact first, then list phone numbers and email addresses by department (sales, accounts, support, geographic headquarters, etc.). Just like in商务到客户的旅程那some business–to–business users prefer the phone, while others prefer email. This preference depends on the individual and the nature of the situation.
  • Show contact information for local branches or物理位置。链接地址(es)因此他们打开一个地图应用程序,用户可以获得指示。
  • 包括运行时间和时区。
  • 如果您服务,请以其他语言提供联系信息国际或多语言观众
  • 告诉用户他们是否会与真实的人互动聊天
  • State when associates are available to take calls, exact or average wait times, or approximations for the time it will take to receive an email response back.

Ubreakifix.com上的一个用户表示她重视本地商店的联系方式。她说,“我会先用电话呼叫,可能是一个本地商店。如果我自己找不到它,我会打电话给企业。“用户理解,该站点包括导航中的清晰链接和导航中的位置和公司电话号码。

Ubreakifix提供本地商店的联系信息。
UBreakIFix.com provided users with local information including the addresses and phone numbers. This content made it easy for people to contact a nearby store to get help.

在搜索小型企业管理局网站上的联系信息时,该组织在英语和西班牙语中提供完整的联系信息的事实是对其留下的印象深刻。他说,“那是西班牙语联系人很好。你并不总是看到;我可以打电话给电话号码。我并不总是看,这是非常好的。“

SBA提供英语和西班牙语的联系信息。
接触SBA小型企业管理局网站的部分提供了所有正确的联系方式,包括邮寄地址,电话号码,电子邮件地址和当地办事处。还有一个选项可以以西班牙语获取联系信息,这向用户提供了额外的考虑因素。

Display接触Us用户期望的信息

2. Include a noticeable link to接触Usin your主要导航or公用事业导航在页脚。

我们的可用性测试andeyetracking research show如果你要求用户找到接触Us网站上的页面,他们将在页面的右上角或下降footer。Companies that hide or don’t provide prominent links to接触Us信息被视为避免和不可靠。

该指南对于经验丰富的UX从业者来说似乎是显而易见的,但令人惊讶的是许多网站仍然没有包括一个接触Us其中至少一个关键区域中的链接。在某些情况下,组织将标记他们的接触Us页面资源or帮助中心,但我们建议违反这种做法。当我们要求用户到达公司以获得问题的答案时,他们寻找标签,接触Us

虽然我们测试的许多网站提供了清晰的联系信息链接,但很少有人难以联系。例如,U.S.通用服务管理局的一个用户努力查找联系信息,因为它隐藏在一个dropdown menu,下面关于我们link in the主要导航。用户终于找到了它,但希望它更容易。她说,“我本来希望拥有接触Us在顶部,而不是去关于我们。一旦我滚动到了页脚,我看到了它,但它可能更容易找到。“

Don’t hide接触Us背后的链接关于我们标签在导航;相反,在网站的页眉和页脚中突出了联系信息。(它可以包含联系信息关于页面,只要它是主要的补充接触Uslink.)

GSA included a link to contact us in their about us dropdown which was difficult to find.
One user was frustrated by the fact that the U.S. General Services Administration did not have a接触Us链接在主要导航中。
GSA包括页脚上的联系我们页面的链接。
这user eventually found a接触Uslink in the page footer, which is one of the key areas where we recommend placing it.

Never Hide or Remove Phone Numbers from the接触UsPage

3.在您的网站上清晰显示联系电话号码。不要隐藏或删除电话号码。

显示电话号码显示您的组织关心其用户并希望可用。没有显示电话号码意味着组织不想被打扰。通过为人们直接联系您的组织,您可以轻松担心,看起来可靠,而且build trust

但是,公司往往希望人们自行服务或参考网站答案,而不是直接联系本组织。每个呼叫成本,召唤卷和响应时间都是通常被测量和审查到利益相关者决定删除的程度的度量接触Us电话号码完全努力保持降低成本。(更好的方法是投资基本网站信息架构andcontent usabilityso that answers to customers’ main questions are easy to find and easy to understand.)

虽然隐藏电话号码可能看起来像节省成本的措施,但这样做会对公司的声誉造成很大损害。我们研究中的大多数用户表示他们更喜欢与一个真实的人在手机上谈话,以获得问题,而不是通过电子邮件发送,填写表格或聊天。当事项不是时敏或者用户无法拿起电话时,他们通过电子邮件发送或使用实时聊天。一个人说,

“There are companies that don’t even give you a phone number anymore. I don’t like it at all. What if my message gets lost? It makes them seem suspicious to me, I want to talk to someone on the phone.”

WaitTree.com和OneCall.com上的用户喜欢该组织的800号码和电子邮件地址很容易访问。另一个用户说:“800号码位于顶部是好的,有一个链接接触。如果你愿意的话,你可以抓住很多地方 - 这是好的。“

OneCall includes a phone number and link to email in their header.
这prominent phone number and接触UsOneCall网站的链接使组织似乎开放并愿意联系,从而提高信任。
OneCall还包括在页脚上联系我们信息。
OneCall.com还在页脚中放置了详细的联系信息。
CityTree包括标题中的联系信息。
CityTree还提供了一个突出的电话号码,并链接到整个网站的整个网站。

4. For sites with many contact phone numbers, organize them into clearly labeled groups to help users find the right phone number.

大型组织往往有数百个联系电话号码,导致了一系列复杂的选项。如果作为未经组织的清单呈现,电话号码将完全毫无意义,他们不会知道哪一个选择哪一个。根据您的公司的内部结构组织联系人号码通常是逆行,因为外人无法理解您的层次结构或组织结构图。此外,具有复杂的联系页面元素的站点 - 例如广泛的下降和部门类别 - 是压倒性的。

If you have a complex company structure,提供主电话号码接触Us为了减轻任何混乱的人有关如何与您联系。应该将多个联系人列表分组并清楚地标记,以便用户确切地知道要选择的。例如,雪佛龙接触Us页did a nice job of displaying a main phone number, along with a link to specific phone numbers for various departments.

Chevron提供不同部门的许多不同的联系电话号码。
Chevron.com displayed a helpful接触Us为用户提供许多特定联系方式的页面,包括投资者和新闻。

显示您公司的地址接触Us页面

5.始终在包括州/省和拉链的联系信息中包含您的总部地址。

分享您的物理地址很重要,因为用户经常依赖于此接触Us节约有关公司总部的部分。显示您的地址还会增加用户在通过搜索引擎搜索本地结果时找到公司网站的概率。用户经常输入组合查询,包括所需产品或服务的关键字及其位置。例如,有人在寻找塞勒姆的牙医,新罕布什尔州的牙医可能会使用关键字dentist Salemor牙医塞勒姆,nh。Your site won’t show up in search-results pages unless the search-engine robots can determine that your dentist office is in Salem, NH.

6.如果你服务于多个国家或一个international audience, provide contact information for each office location abroad.

To show consideration for your international audiences and users who need information about an office abroad, provide contact information for all of your global locations, not just your headquarters. People may need to find the address of an office location in another country or they may need to call an international office directly, rather than calling your headquarters. Include the physical address, an email address, and an international phone number (with the country code), for your office locations abroad.

For example, Chevron included a gateway page on its site, with links to contact information for all of its international offices. Users selected an international office and were taken to a specific page detailing how to get in contact with someone there.

Chevron提供全球所有办事处的联系信息。
Chevron included a gateway page on its website that housed links to detailed contact information for each of its global business locations.
雪佛龙巴西包括所有位置特定的联系信息。
Chevron.com:点击国际地点让用户详细介绍接触Us页面有关该特定办公室的信息。

不要阻止或慢慢接触

7. Offer a contact form only in addition to telephone numbers, not as a replacement.

People have concerns about committing to contactforms并将其视为生产力的障碍。用户也持怀疑态度,因为它们通常用于捕获用于营销目的的电子邮件地址。当用户填写联系表格时,他们觉得他们正在放弃对公司的互动而不是保留自己。他们想知道他们的询问是否会得到解决,以及是否会得到任何回答。例如,Slack.com的用户很生气,他们必须填写一份表格来提出一个简单的问题。

“我不喜欢你必须填写这个表格,考虑到你想做的就是与他们交谈。我讨厌你去链接并必须提供一堆信息来接触。我很犹豫,把我的电子邮件放入网站 - 这是我将要做的最后一件事。“

Slack only uses a form for users to get in contact.
Users were disappointed that the only contact method offered on Slack’s website was a form.

Melissa and Doug, on the other hand, offered a myriad of helpful contact options, including a form. It also had specific email addresses for various business units and presented users with all its international phone numbers right on the接触Us页。一个评估与公司的一个职位的用户说:“很高兴他们通过这种形式给了你许多不同的电话号码,实时聊天,电子邮件选项 - 但是你喜欢沟通,你可以做到。”

Melissa和Doug提供了所有正确的接触机构。
Melissa和Doug为零售合作伙伴,消费者和求职者提供了许多不同的联系方式。

8.如果您包含在您的表格接触Us页那limit it to 3–5 fields and ask only for information that’s needed to respond back.

要求人们提供他们的名字,首选的联系方式,以及问题或问题的简要说明。如果您的表格出于特定原因需要更多字段,请知道用户可能无法完成表格,这可能导致丢失的导线,销售或人才。

这contact form on the American Refugee Committee’s website had only a few fields. While it asked for some personal information (i.e., name and email), the fields were relevant and not too restrictive, as people could choose to enter their full name or not.

美国难民委员会使用几个领域的联系表格。
接触Usform on the American Refugee Committee’s website offered an appropriate number of form fields. To improve it further, it should mark必填字段。

9.不要强迫人们创建一个账户来联系您的公司。

People don’t want to spend time creating an account with your company if all they need is an answer to a simple question. In addition, users worry about being inundated with spam and email, so they may avoid creating an account and contacting you entirely. For these reasons, don’t require users to create an account to get in contact with you.

While learning about Adobe’s offerings, a study participant tried to contact the organization. She grew irritated when she had to首先登录帐户to contact the organization. She said, “I wish when I hit接触,我可以获得电子邮件地址或电话号码,而不是必须登录。我必须创建一个帐户。“

Adobe forced users to create an account to get in contact.
用户不喜欢Adobe.com强迫他们创建帐户联系本组织的事实。

If Available and Reliable, Include Chat and Social Media Channels on接触Us页面

10.在线聊天作为联系人选项很好,但不应该是唯一可用的联系方式。

Thoroughly test chat with your users to understand if it meets their expectations and when they prefer using chat over other contact channels.聊天应该可以使用,但在错误的时间内没有弹出,或者在没有用户发起交互的情况下弹出。我们的研究参与者对使用在线聊天的感情 - 特别是因为过去的聊天差的经历不好。

然而,当网站清楚地表明聊天代理是真正的人或机器人的时候,有些人对聊天有利地讲话。首选聊天拾取的用户提到的手机不必坐在那里作为他们偏好的主要原因。一个gotoysing用户惊呼,“喜欢聊天选项;他们知道他们在做什么,而不必永远坐在那里。我喜欢聊天的副本可以通过电子邮件发送给我,或者我会在手机上截图。我更喜欢聊天。“

Another user on the General Services Administration’s website said, “It’s good that they have the phone number and live chat. Since this is a government website, I would feel better about chat because if you call, they will take you to 500 different people and keep transferring you. I don’t have time to wait for an email back.”

11.仅当这些渠道配备有适当培训的专业人士时,才显示社交媒体频道作为联系人选项,他们可以及时回应查询。

Many people in our study mentioned using a company’s social media channels to ask questions or resolve issues. For example, one user spoke highly of an internet service provider that responded immediately to his question on Twitter. He described getting very slow connection speeds, so he mentioned the company in a Tweet. Within minutes, he got a productive response. He said, “That’s one of the first times I’ve used Twitter and social media to reach out to a company, but that’s where things are going and it worked.”

Ubreakifix.com提供了通过社交媒体渠道联系公司的选择。这些选择呈现在其上接触Us页and provided direct links to each channel. It’s important to mention, however, that not all users will be comfortable contacting your company via social media, nor do all users have accounts on those channels. For these reasons, it’s still important to include other methods of contact, such as a phone number, email address, and chat.

UBreakiFix offered users social media channels to get in contact.
Ubreakifix.com提供了通过社交媒体渠道联系公司的选择。

当您有空时,请告诉用户,何时期待回复

12.对于每个联系通道,在您的情况下传达可用性,等待时间和响应窗口接触Us页。

告诉别人在某些频道可用时,何时期待回复,如果他们呼叫,聊天或电子邮件,他们会等待多长时间。大多数用户期望在24小时内发送电子邮件或回复表格提交,通常不希望在手机或聊天时等待超过几分钟。显示可用性时框架时,包括特定时间和时区,并确保您达到所陈述的响应时间范围。例如,GSA表示它将在其上24小时内通过电子邮件进行响应接触Us页面和在线聊天提供的工作时间。为了进一步提高,它也应该包括在电话号码附近的工作时间。

GSA set expectations for when users could expect an email response.
美国一般服务管理局提供了各种联系方式,并为电子邮件查询并何时进行了预期Chat Live可用

Conclusion

人们根据各种因素决定如何与公司联系。他们的场景,他们拥有的时间,渠道的感知可靠性,目前的上下文和舒适程度,具有某些联系方式所有影响选择。切勿隐藏,删除或替换以支持在线聊天等自动方法的联系人信息或替换联系人信息接触Us形式。始终包括公司的地址,电话号码和电子邮件地址接触Us页面,因为用户仍然希望找到传统的进入联系方式。

Even more guidelines for the design of effective接触Us页s can be found in our full report onPresenting Company Information on Corporate Websites and in About Us Sections.