If your business sells online, then improving the conversion rate of your website is key. When your visitors browse your website, these potential customers have exactly the same expectations as when they are wandering around a shop: they want to receive help and support when they most need it and not two hours later, let alone two days later! They expect advice from a skilled and knowledgeable person. Transforming visitors into customers goes in hand in hand with ensuring that your online customer service does not feel impersonal and that it is clear to everyone that behind the chat window, there are real human beings!
Check out these 5 tips for conversion optimisation with Click to Chat.
1. Find out why visitors are abandoning their baskets
To increase your conversion rate, the first step is to understand the reasons which are leading your visitors to abandon their basket. Is your returns policy inconvenient? Are your visitors having problems selecting the delivery method? Is your customer service team not available? Are you not being transparent enough about the online transaction security?
The slightest drawback can discourage any visitor from completing a purchase. Giving them the possibility to chat in real-time with a customer support agent is one of the first steps which will enable you to understand these barriers and help visitors overcome them.
2. Offer help when it’s most needed
It’s pretty much impossible to offer real-time interaction to all your visitors. The challenge is therefore to support those who most need help at the moment in time when they most need it. To do this, you need to be able to detect the visitors who are engaged in the check-out process but who might still abandon their basket. Some targeting rules apply to all websites but others are specific to your industry, to the way in which your customer service is organised or to your website’s design. This is why you need to set customised behavioural targeting rules and adapt them to your evolving sales activity (seasonal traffic trends, growth, cross-border development, etc.).
These rules will enable you to dedicate time and care to those visitors who have been identified and avoid loosing time with visitors who have only just begun exploring your website. An efficient rule could, for example, detect a visitor who has been on the payment page for more than 1 minute and set off a chat button to invite the visitor to interact with an agent. This will reassure visitors and provide them with the necessary information so that they complete their purchase.
3. Build on your first response time
98 % of online shoppers don’t want to wait when they request online customer support. They don’t want to wait and they expect instant support; on average, internet users will wait for the customer service’s answer for 76 seconds before giving up*.
By implementing the Click to Chat tool on you internet website, you’ll give yourself a leg up. The response is 7 times faster than via email considering the fact that agents can provide support to 4 visitors at the same time. They can speed up their response time thanks to the library of canned responses and by seeing what the visitor is typing in real-time. The rest of the work depends on the customer service skills of your agents. Out of 100 companies who use Click to Chat, the average first response time is 50 seconds.
4. Send links and offers during the chat
Discount vouchers are a purchase trigger factor for 57 % of visitors. However, 40 % of them do not know where to find these offers*.
When you provide Chat, Call or Video support, make things easy for your visitors by sending them links and offers which will facilitate their choice. Make sure your teams know about the latest vouchers and discounts so that they can send the links directly during the chat. By using the especially-designed link and offer tool in the chat panel, these elements will remain visible to your visitor throughout the conversation in a small window to the left of the chat window. This way they don’t get lost in the conversation thread.
5. Monitor your results!
Optimising your conversion rate is a long-term endeavour. To achieve your objectives, you need to monitor, measure and analyse your results on a regular basis. Prepare a reporting agenda and compare the data over different time periods and during specific marketing actions. Stay flexible and adapt your strategy to meet objectives.
The post-chat conversion rate on Monster Worldwide is 10 times higher than on the website in general. Download >
*Sources: CCM Benchmark & CPA, Connecting with Customers Research by Loudhouse Consultancy.