Conversion rates on websites are quite literally the fuel that keeps an online business running. Some fuels run better than others.

Fortunately, most conversion rate factors can be deduced with a little bit of research. Google Analytics, eye-tracking software, and even customer surveys can help point your optimizers in the right direction.

Live Chat

There is one feature in particular that helps power conversion rates more than any button color change or repositioning does, and that feature is live chat integration.

A live chat immediately changes consumer perception. It grants websites additional credibility and gives potential customers the peace of mind that customer service is a priority. Information seeking consumers absolutely thrive on live chat and even transactional shoppers enjoy the benefit of being able to confirm a price or feature before making a purchase.

There are more finite ways in which live chat increases conversion rates. Here are seven of the most important:

1. Incentivize Usage

Some companies offer incentives to customers for logging onto live chat, such as coupons/discounts or free delivery.

This can benefit your business in two ways.

First, if someone claims a coupon, they’re more likely to buy the actual product.

Second, you’ll increase usage of the live chat function, because people will want to claim the coupon. By increasing live chat usage, we get a better idea of the questions and potential issues customers may have on our site. This allows us to continuously improve our site and increase customer happiness.

CheckMark, a company in the IT Solutions & Services industry, saw a 20% increase in new sales just by implementing Comm100 Live Chat.

2. Catch People at the Right Time

A live chat option that pops up at the proper time can mean the difference between a conversion and bounce.

For that reason, it’s crucial to put your live chat tool at the right place in the sales funnel. Put it too early and you may not get many questions, because potential customers are still considering their options. Put it too late and you may have lost potential customers who got frustrated when their questions were not answered early on in the funnel.

So how do we find the right place – what is the right time?

The most common strategy is to open up your analytics software and find the page with the highest bounce rate. That’s the hot spot. Once live chat is up and running, we can find out the exact roadblocks on the path to conversion.

Many websites decide to position the live chat feature in their “header” area:

Speck Live Chat

Speck positions their live chat option near the account and shopping cart buttons, which lets customers know they have the choice of connecting with a representative every time they check their account or cart.

3. Act on Customer Patterns

In many ways, live chat is the ultimate market research tool.

They offer an opportunity for customers to give direct feedback on a service, product, or experience. We can extract even more value when live chat agents are asking customers to weigh in. A common strategy is to present a 1-3 question survey at the end of the live chat (and sometimes at the beginning).

Additionally, in live chat we receive the unvarnished truth about our services. As opposed to a telephone call, live chat allows potential customers to express how they truly feel in confidence. This grants us valuable insights and the more we notice the same insights, the more reason we’ll have to act on them. This inevitably improves consumer experiences and increases conversion rates.

4. Analyzing Conversations for Pain Points and Buzz Words

Any optimizer worth their salt is using software that saves records of customer and client sales conversations.

This allows current and new employees to dig through archives, get a feel for the lingo, and perfect their pitch.

By analyzing a set of conversations, we can discover patterns such as most customers having trouble finding shipping prices. Along the same vein, we may find certain buzz words help seal a transaction or an upsell.

5. Demonstrate an Immediate and Professional Presence

After analyzing conversations, we’ll have a better idea of the most frequent questions, and thus, the most frequent answers. Oddly enough, having a dedicated FAQ section is not the definite solution. These questions will still arise in live chat.

Fortunately, we can make use of canned responses and typing indicators as our first line of action. These are both immediate indicators that give customers the satisfaction of our presence and service.

Typing Indicator

If a customer inquiry goes beyond the abilities of canned responses, we’ll generally have a script to follow that is based on patterns in conversations. For example, if a customer has a problem with enabling a particular feature, and they have a particular operating system, the script would inevitably provide the appropriate solution.

Above all else, this impresses people. Many customers expect their inquiries to take a long time to resolve, so when typing indicators pop up immediately and a script built on research answers their questions in just a few minutes, the customer is amazed. Impressed customers often become mini brand ambassadors, recommending our business to colleagues and peers.

6. Boost Direct Sales

Upselling and cross-selling in live chat relies on a professionally experienced representative. They must regularly analyze shopping trends, such as “frequently bought together items” to power upsells.

When customers ask about product quality, this is a prime opportunity for a cross-sell or even an upsell. Present both situations. Suggest a similar product or service in the same price range with better ratings, or a more expensive item with rave reviews.

The strategic selling options with live chat are endless. We can mention various discounts, bundle deals, and subscriptions that will help customers save, while turning them into a long term customer.

7. Connect All Sales Funnels to Live Chat

Some potential customers have very complicated inquiries – something that live chat representatives are not equipped to personally solve.

To remedy this, we must link together all parts of our business with live chat representatives. That means our representatives will have the appropriate information to redirect inquiries to our specialists.

Additionally, protocols should be developed to immediately render solutions to high-priority inquiries. For example, if a shipment is lost or misleading, a representative should be able to personally administer a solution within minutes.

Collectively, live chat gives our business the ability to improve shopper satisfaction, increase conversion rates, and foster long-term, high-value customers.

The post 7 Reasons Why Live Chat Increases Website Conversion appeared first on Comm100 Blog.