Websites have provided consumers with an easy means of finding products, services, and brands that offer exactly what they’re looking for in practically the blink of an eye. One thing that has long been lacking in this equation, however, is the human touch and immediate personal service that exist when a customer walks into a brick-and-mortar store.
Live chat has become an easy way to change the dynamic, providing online customers with a means of instant and easy interactions with a virtual store clerk. The end result could be an uptick in conversions for websites that are underperforming for some reason, but only if you utilize this tool correctly. Here are just a few tips to optimize live chat features in order to improve website conversions.
1. Know Where You Need It
You may notice that certain pages get high click-through rates for CTAs. These are probably not the pages where you need to present a live chat feature, because obviously, what you’re doing is already working and you don’t want to mess with that. For pages that are already streamlined, adding a live chat feature could actually be detrimental, distracting visitors from making purchases or completing other conversions.
If, on the other hand, you have pages that aren’t converting as well, a live, immediate interface with a helpful customer service representatives could improve the customer experience, iron out notable kinks, and boost conversions, not to mention provide you with valuable feedback. Knowing where to add live chat is imperative if you want to see results.
2. It’s All About Timing
Timing is an important part of properly utilizing the live chat feature. It’s not only the tools you choose, but also how you use them. Trying to pound a nail with the claw end of the hammer wouldn’t do you much good, and neither will having your live chat box pop up at inopportune moments.
How do you know when is the right time to have your live chat box appear? Simple: pay attention to data. You might try to average out conversions on a web page against customers that navigate away. This can give you clues as to approximately how long the average viewer needs to figure out how to covert so you can offer assistance at the ideal moment for those who get lost.
3. Focus on Messaging
You only have so much time to connect with customers once you catch their attention, as when a chat box appears. Make it count. Use the available space in your chat box not only to offer help, but to provide added messaging or advertising opportunities.
4. Set Employees Up for Success
There’s nothing worse than clicking on a live chat feature only to find that the person on the other end doesn’t have the information you need. Keep your employees well informed and provide them with tools that help them to answer questions and assist consumers post haste. The service you provide with this tool will have a major impact on how much you improve your conversion rates.