Shoppers rely on live chat technology for a variety of sales and servicerelated functions, including answering questions prior to making a purchase, getting help with the checkout process, and inquiring about purchases already made, just to name a few. To delve deeper into the value of live chat for consumers — and retailers — Bold Software surveyed more than 1,000 regular Internet shoppers in its third annual study, “The Effectiveness of Live Chat Technology.” The project sought to ascertain shoppers’ feelings about and experiences with live chat, including how chat influences purchase intent and their opinions of retailers who offer a live chat option. The research uncovered several key conclusions for retailers selling online.
1. 20% of website shoppers prefer live chat.
There is a significantly-sized population of Internet buyers that want — above any other communication method for any circumstance or situation — to engage in a live chat when communicating with an Internet retailer. And these live chat fans are more likely to trust websites with live chat and are more likely to buy just because of its presence.
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2. The shopper that prefers live chat is a highly desirable one.
The live chat fanis an attractive prospect for online retailers. This shopper is typically aged 31-50, has considerably higher household income than the average shopper, is more likely to be college educated, and spends more money online per year than other groups of shoppers.Our other studies have shown these shoppers also spend more when they engage in chat compared to when they self-serve.
3. Receptiveness to proactive chat is on the rise, but appropriate execution is a must.
Proactive chat is the automated issuance of invitation images, forms, or other messages in an attempt to engage a web site visitor in a live chat interaction. According to the survey findings, the majority of respondents welcome being invited into a chat —even more so than last year. That said, a significant number of respondentssaid they’ve been turned off by poor invitation practices, even leaving web sites because of them. Before deploying a proactive chat initiative, businesses should ensure they’ve chosen a flexible technology that gives them enough control to alter key proactive triggers (like timing) and doesn’t completely take over a web page, interrupting the visitor during their shopping.
4. The “human factor” tops the list of what determines a successful – or unsuccessful – live chat experience.
Respondents confirmed what many retailersalready believe — the people taking the chats (particularly their knowledge and speed) are the key determinants of a successful chat. Given this, it is critical for agents to be adequately trained and equipped with all of the necessary product/service details and an in-depth knowledge of a company’s offerings so they can rapidly — and accurately — answer customers’ inquiries.
Consumers’ opinions of live chat clearly demonstrate that it’s a powerful customer communications channel when implemented and managed appropriately. To learn more about the research findings, the full report can be downloaded at The Effectiveness of Live Chat Technology 2011.
Steve Castro-Miller is the president and CEO of Bold Software, a leading provider of world-class web communication tools including BoldChatlive chat software.
