Learn the value of chat interactions for your business
Here’s the first thing to know about chat, and online communication in general: direct, real-time human interaction improves brand engagement. Granted, people who know the exact product or service they want don’t need help. But these people are the minority. Most people either need considerable help or want ‘just in time’ assistance – the answer to a quick question or concern that, once addressed, will increase their confidence and likelihood to buy.
A second reason why having chat is essential in an e-commerce context: chat usage lifts conversions and revenues. In my experience consulting on over a dozen mid-sized and larger e-commerce websites that do and don’t offer chat, I’ve found that visitors who chatted converted at roughly 12 – 15%, while visitors didn’t chat converted in the 1.5 – 2.0% range. That’s roughly an 8X increase , which translates to significant revenue growth. The implication: If you don’t already have a chat app on your e-commerce site, you should get one installed soon, after first getting your agents trained in solution selling. I talk more about chat ‘ conversion rate math’ in this article. […]