Live chat is the ultimate sales tactic. It’s a big statement but one which we have seen work time and time again. The reason for this is extremely simple. It’s the easiest way to bump your website conversions in real-time.
This won’t come as a surprise to many of you who have already tried live chat to increase leads, whilst also saving on customer service, but, for most it didn’t work right away.
Websites have tried live chat, and the data was conclusive. There was no increase in conversions, and in some cases a reduction.
In this weeks webinar, I’m going to dive into the data and psychology of a successful live chat, one that increases conversions, as well as running through other ways of boosting conversion rates.
In the past, businesses used advertising to drive customers to a phone number. Customers would engage with a sales person. Then when the internet took off, a website was placed in the middle of this communication.
Now, all those customers see a website before they talk to a real person. We have come accustomed to expect a website to do the heavy lifting as it’s cheaper than humans after all. Well this isn’t always the case. Statistics show that, on average, only 2% of website visitors convert to an enquiry or sale.
Live chat is well positioned to be the fix. Real humans have a way of talking to the people you drive to your website.
And, with live chat, businesses won’t need to worry if they don’t have the money, time, or resources for A/B tests or a landing page designed by a specialist. In fact, you could have a very mediocre site, and still convert.
When you or your team sit on live chat, you should notice that between 10 and 50% of all your website visitors engage with you.
If done correctly, typically, a third of those should become a lead.
What sites work well for Live Chat? Truth is, they all do, but each type of site requires a different implementation.
The easiest way to prove the ROI of chat is to capture leads from the conversations. Tracking uplift in signups and sales is a little trickier.
On the sites that are already converting well, take a look at the data. The homepage might have a great conversion rate, but what about the “About Us” page. It’s possible those pages aren’t converting well so you need to analyse your data and work out why.
Here’s a checklist you can use:
- Create a list of all the main pages on your site likely to get prospective customers.
- Find the conversion rate for each page, split into business hours and after hours.
- For each page, find the average time to enquiry or signup. For example, from the time someone hits the page, it takes, on average, 25 seconds for them to start filling out the enquiry form, which they submit in X time.
You can find this information using Google Analytics.
Before we look at how to use the data, we need to understand who the right customer is. The idea is to move mountains in order to talk to your best prospects but not talk to time wasters at all.
You can identify this by looking at the leads generated, and looking at the page the initial chat was initiated on. Using the data collected, install the live chat platform on the pages that mean the most to you.
With most good live chat providers, you can set triggers for automated, proactive chat popups, such as:
- Time on website (popup after a specific time spent on site)
- First time or returning visitor
- Visited the following page during this session
- Referring website address eg Facebook
I will go through all of the above in much more detail during the webinar on Friday.