On one of my sites I have a contact form. And on that form the user is first asked to select from a short list of common reasons for why they wish to contact me.
The actual form itself will either be hidden or visible depending on which reason they select. In 90% of cases users do not need to contact me as their request can be dealt with by an automated system.
The most common reason is that users are trying to recover their licence key for a piece of software that I sell (which is handled by an automated system) - since it's the most common it's the first thing in the list of reasons. When the user selects this reason, they are shown a link to take them to the page that performs this for them.
Yet despite it being the first and clearest option, users still reasonably often jump straight to the "None of the above" option (which makes the contact form visible) and send a message asking how to recover their licence key.
I picked a handful of users who did this and asked them why they picked that option instead of the one that actually answered their question. And what most of them said was they didn't bother to read any of the reasons, and just went down them until they found the one that showed an actual message box (and that they felt daft for not spotting that the first option would have answered their query)
What steps can I take to discourage this kind of behavior and get people to pick the answer most relevant to their question?