How to reduce contacts/calls to contact centers

Set up 

If you do not have the following mappings, goals, and segments already saved to your Contentsquare platform you will need to create them before getting started. 

Mapping

• Create a high-level mapping that includes key pages, with the Contact/Help/Support/FAQ pages and all the pages leading to it (e.g., an account page, search results page etc. with links to it) clearly separated.

Goals & Key Events

•  Page view goals
   Create goals for users having seen the Contact/Support page (e.g, View "Contact page")
• Click goals
  Create goals for users clicking on any links that may lead to the Contact/Support page (e.g., Click on “FAQ” CTA, Click on "FAQ section”, Click on "Need help” field etc.)

Step-by-Step

Analyze the Performance of the Support/Contact Hub/Page

How are visitors reaching the support pages? Are users experiencing any friction on these journeys? Are they easily finding what they're looking for, or are they spending time searching for additional information?

A quick way to view your key metrics is through Dashboards, which provides a personalized interface for tracking KPIs all in one place.

1. If you haven't created a dashboard, easily set one up using built-in templates. Navigate to Dashboards and begin with the 'Site overview' template for automatic population of your key metrics.

Learn how to create your first Dashboard and analyze your data using the Site Overview dashboard template.

2. Update the line chart that shows the Number of sessions/Conversion rate by incorporating Conversion rate by goal as a metric. Look at the following:

• % of users who were exposed to the Contact/Support pages (Analysis context setup: Segment “All visitors”, Widget setup: Goal “View Contact page").
• % of viewiers of your key product offerings (e.g., Bank accounts, Mortgages, ect) who were exposed to the Contact/Support pages (Analysis context setup: Viewed Page="Mortgages'', Widget setup: Goal “View Contact page”).

Tip: Set up alerts on these metrics to be notified of any significant spikes in visits to your Support/Help pages.

3. Activate comparison mode and compare the segment of users who viewed the Contact page versus those who haven't viewed it. Compare them based on the following:

• Look at session time, number of pages viewed per session, and bounce rate. Understand how users interact with the contact pages within the overall navigation. How deep is the user's visit? Are they exiting or bouncing after viewing the contact page, or do they continue to look for more information?

Analyze the journeys to the Contact page

1. Openhref="/hc/en-gb/articles/207948055" target="_self"Journey analysis and update the mapping to include the pages leading to the Contact page, along with the pages reflecting the flow towards it. Activate the Reverse journeys mode and look for the Contact page in the 'Before a page' drop-down. Look at the following:

• Identify the primary pages from which users navigate to the contact page. Is there a standout entry point? Are users following the expected flow, or are there any unexpected journeys (e.g., from a specific help section or search results) that might indicate insufficient visibility on dedicated pages?

2. Uncheck the "Reverse journeys" option to analyze navigation journeys after users visit the page by looking for the page in the 'After a page group' drop-down.

• What are the most common pages visited after the FAQ/Support/Contact pages? Are these journeys smooth, or do users encounter errors or quickly loop back to a previous page? Do users seem to find the right information quickly, or do they browse through multiple FAQ pages? Are they launching a search, which might indicate insufficient information?

Analyze the interaction with the Contact page

1. Open the Zoning analysis with the Contact/Support page and look at the following metrics:

• Check which functions or information need more attention by looking at the exposure rate, click rate, engagement rate, and exposure time. Identify the most important content for users. Is there highly engaging content with low exposure? Are elements displayed in the correct order? For example, is the most commonly asked question easy to find? Are entries generating enough engagement to indicate they are relevant? Could some elements be removed to lighten the page?
• Evaluate the importance of key CTAs and functions by looking at the click rate, attractiveness rate, and time before first click. Assess how frequently they are clicked, their level of attractiveness, and how quickly users engage with them, both at the top and bottom of the page. Compare these metrics to those of other functions/content blocks (e.g., FAQ section vs. Search bar).
• Check the click recurrence and hesitation time (for Desktop only) to determine if any elements are causing frustration or confusion. Is there a high click recurrence on elements that should only require one click, indicating an error? Is any unclickable content generating clicks, suggesting a need for more information (e.g., on a specific FAQ section or the search bar)?

Take action

• For CTAs with high hesitation times, try making the wording clearer.
• For unclickable elements with high click rates and high click recurrences, consider why visitors are attempting to click on them. For example, if you notice a high click recurrence on the search bar, consider adding auto-suggestions as the user types, or auto-displaying common queries, popular articles, and help pages.
• If a section on a page yields higher interest than another, consider reorganizing sections based on interest or need. Reduce the visibility of less-used areas. You might also consider grouping FAQs by product or issue.
• If you notice a high drop-off rate or repetitive looping behavior after a particular page leading to the Contact/Support page, consider simplifying the provided information or value proposition, or introducing reassurance elements throughout online processes.

Go Further

• If you have an integration with a VOC tool, apply the analysis methodology outlined here to better understand the relevant feedback left by your visitors.
• Learn how to set up Contentsquare for your A/B testing analysis or how to analyze your A/B testing results to run an A/B test on the insights found.