Posts tagged ‘contact forms’

Update Your “Contact Us” Page

Here’s a piece I did for Businessweek on how we’re still using those hoary old “contact us” pages.


September 24, 2010 at 1:16 PM Leave a comment

Netflix Kills the “Contact Us” Page – Good Riddance!

One element of the Internet that hasn’t evolved along with everything else is the Contact Us page. Usually it’s a static form asking for your information, and offering a text box for filling in the reason why you’re contacting the company.

Businesses should look at their website statistics to check how many people actually fill out these forms. It’s a negligible number. So we’ve got a problem:

  1. You can’t not have a way for someone to contact the company from the website
  2. The static Contact Us form is a lousy way to do it

Netflix gets it right. Their Contact Us page offers a series of options for why you’re contacting them. Need to report a shipping problem? Click “shipping” and you’ll see which titles you’ve ordered recently. Having trouble with the streaming service? Click “streaming” and an engaging, conversational interactive form appears to help you troubleshoot the problem and report it.

Granted Netflix has advantages because you’re logged into your account when you get to their page, allowing for tight integration with the Netflix CRM. But anyone can run with this idea.

Dump your static form. Engage your customers – show them you’re listening.

July 30, 2010 at 9:12 AM Leave a comment

Thompson Morrison

Thompson Morrison

About Thompson

As CEO of FUSE Insight, Thompson Morrison uses powerful new web interviewing technologies to help businesses better align their brand with the needs and aspirations of their customers. Learn more at


"The single most significant strategic strength that an organization can have is not a good strategic plan, but a commitment to strategic listening on the part of every member of the organization." -- Tom Peters