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Southwest Airlines Community

Website Testing - Contact Us Page Improvements


Our Digital Products team here at Southwest is always working to optimize our experiences for Customers all across your trip experience from booking to bag pickup.  Sometimes that is with a big new feature, and other times that is with optimizations to an existing feature.


Our Digital Self-Service Product team is always working on making it easier for our Customer's to Self-Serve when they want to.  Over the summer we added some additional self-service links when we had higher than normal call volumes.  We did this first on our mobile web Contact Us page as a trial.  And overwhelmingly we found out that Customers engaged at a high rate with self-service information when they are in the moment.  It could have been that some people may not know how easy it is to do things like change a ticket on Southwest.  Click thru rates to a simple "Change Flight" button became 18% of the pages clicks.  


Community - Contact Us mWeb.jpg


That got us pondering if we should apply those same learnings to our full website Contact Us page.  And for context, that page gets 41% of all Contact Us page views across our four digital storefronts - full website, mobile web, iOS app, and Android app.


The team took a few hypotheses to Customers and designed multiple iterations of an alternative Contact Us page that more prominently shows all the things our Customers can do in the moment when they may want to call.  It was important that we don't try to hide the phone number like you may find on some other company's website.  We still want to make it easy to talk to a friendly Southwest Coheart if you would like, or to use one of our other forms of contact such as e-mail, Twitter, Facebook, and others.


After those multiple rounds of usability with Customers we narrowed in on a result and will be testing this new version during the holidays to see if helps best support our Customers when they are in a moment where they need more help.


Community - Contact Us Test.jpg


Thank you so much to the following Cohearts who helped with this experiment:









You can learn about other recent improvements to our digital experiences here.