This strategic guide shows you how to reduce reliance on your contact center by making improvements to the effectiveness of your self-service and help content. You’ll learn how to analyze Contact/Support/FAQ page performance and identify improvements that help users resolve issues independently.
High contact center volume is often a result of poor digital self-service. If visitors can’t find the answers they need through your self-service options, they may call or send support tickets. This can lead to increased costs and a reduction in customer satisfaction. Minimize unnecessary contacts to support by identifying friction in your user's self-service experience and improving the visibility and effectiveness of your support-related content.
1. Prepare your analysis
Before you begin, ensure you've done the following:
- Mapping: Create a mapping that includes Contact/Help/FAQ pages and all the pages leading to them, such as account and search result pages.
- Goals: Set up goals for both view (for example: view "Contact page") and click for links leading to the Contact/Support related pages (for example: Click on "Need help").
2. Analyze current performance with Dashboards
1. On your Dashboards page, use the Overview template to quickly get set up.
2. Locate the Number of sessions / Conversion rate line chart, then click the three-dot menu and select Edit.
3. In the Metric section, select a conversion goal you set up when preparing this analysis. For example:
- Percentage of all users who view Contact/Support pages.
- Percentage of users coming from your key product pages, who view Contact/Support pages.
Tip
Set up alerts on these metrics to be notified of any significant spikes in visits to your Support/Help pages.
4. Activate comparison mode using segments of users who viewed versus did not view the contact page.
Compare these groups on key metrics, such as:
- Session duration
- Pages per session
- Bounce rate
How are users interacting with the contact page in the context of their session? Are they bouncing after viewing the contact page, or do they continue to other pages for more information?
3. Explore journeys leading to and from your contact page
1. Open Journey Analysis and click the dropdown next to the title Journeys on.
2. Select the mapping you created when preparing your analysis.
3. Select Reverse journey.
4. Select the Contact page in the Before a page dropdown and analyze paths to the contact page.
- Are users coming from expected sources or do unexpected sources (for example: a specific help section) point to insufficient visibility or content coverage?
5. Unselect Reverse journey, then select the contact page in the After a page group dropdown.
- What are the most common pages visited after the contact page?
- Do users navigate smoothly or do they loop back?
- Are users launching searches that indicate missing information?
4. Evaluate page-level interaction with Zoning
Open a Zoning Analysis for the contact page and check key metrics:
Exposure rate, click rate, engagement rate, and exposure time
- Are important sections highly visible and receiving clicks?
- Are elements displayed in an optimal order? For example, is the most commonly asked question easy to find?
- Is there enough engagement to indicate relevance?
- Is high-value content buried or overlooked?
CTA analysis
- Look at click rate, attractiveness rate, and time before first click.
- How frequently are they clicked?
- How quickly to users engage with them?
- Are CTAs easy to find?
- Compare these metrics to other content areas such as a FAQ section or search bar.
Frustration signals
- Check click recurrence and hesitation time (desktop only).
- Are any elements causing frustration or confusion?
- Is there a high click recurrence on elements only needing one click, indicating an error?
- Is unclickable content generating clicks, suggesting a need for more information?
5. Take action based on insights
- Clarify CTAs with high hesitation times.
- Add interactivity or supporting information to high-interest, unclickable content.
- Consider reorganizing sections that receive higher interest than others or grouping FAQs by topic or product.
- Simply information or the value proposition on pages receiving a high drop-off rate or repeated loops.
6. Extend the analysis
- If integrated with a Voice of Customer tool, correlate behavioral insights with user feedback.
- Run A/B tests based on opportunities you've identified, such as reordering sections or testing the clarity of contact deflection messages.