Time to Put Your Live Chats to the (A/B) Test?

AB Tasty’s note: this is a guest post by Sawaram Suthar, Head of Marketing atTagove.com, a live chat provider.

Live chat solutions promise to better fulfill customer needs and hence, significantly increase conversions, average order value and eventually, sales.  It’s crucial to test your live chat service to make sure that the live chat implemented on your website meets the needs of your customers and potential customers. You must test your live chat service on a regular basis to ensure continuous improvement in standards.

Live chat is efficient in straddling the border between digital and human interaction. This creates both opportunities as well as threats to your customer experience. Your aim must be to optimize responsiveness and consistency and to make sure that your live chat delivers a helpful interaction – for you and your customers.  Testing your live chat service is something that can’t be taken lightly.

Should You Really Use a Live Chat Tool on Your Website?

Can a live chat tool boost the conversions on your website? Obviously, yes. People usually like live chats.

A Forrester study underlines the importance of providing shoppers with a live chat:

“Most online shoppers look for help from a live person while shopping online. In fact, 44 % of online shoppers say that having their queries answered by a live person during the online shopping experience is one of the crucial features a website can offer”.

An observation that is echoed by Econsultancy:

“Live chat has the highest satisfaction levels of any customer service channel, with 73 percent, compared with 61 percent and 44 percent for email and phone respectively”.

All are worthy signs! Satisfaction is the highest for live chats and it only looks to be more promising in the upcoming years. Still, that says nothing of the outcomes of live chat on conversions and revenue. There are things that many people hate, like pop-up ads, that can actually increase the conversions. That’s why it’s important to put your live chat up to test through A/B testing to ensure the best customer service for your visitors.

With A/B testing, you can divert groups of users to different versions and precisely measure the impact of live chat on conversions. You can assess your chat provider and check how they compare with their competitors, in addition to optimising the design and conditions of how the chat is triggered.  

All you need to do is implement the chat (often 1 line JavaScript) in a variation!

What are Your Live Chat Goals?

Before testing your live chat, it’s crucial to think about what your goals are!

There are certain things that need to be considered in order to drive incessantly:

  • What do your customers want from a live chat service?
  • What queries may they have when using the service?
  • What are some common customer complaints your company receives?

Also, people who’re using live chat on your website are more likely to convert, come again, recommend you to others and usually have a better experience, so:

  • What are the most effective designs for your live chat – pop-up, button, image, etc.?
  • What can you do to make sure that customers will make use of their live chat if they need to?
  • Where should you place your live chat?
  • How and when should a proactive chat be triggered?

You also need to ensure that when customers use live chat on your site, that they get the best experience — one that makes them do business with you, makes them want to come again to your site and buy, and eventually turns them into loyal promoters for your business. Ask yourself:

  • Is the live chat functionality instinctive?
  • How simple and smooth is it for visitors to use your live chat service?
  • Are your live chat reps responsive to your customer’s requirements?
  • Does your live chat software provider give you all the abilities that are needed to deliver a really helpful service?

At Tagove Live chat, we have noticed these questions that need to be considered when creating a test plan for a live chat service. Next, you need to check out what works better for you by keeping the test process simple and manageable. These are a few variables that can be checked to test your live chat.

Location

There are many places in the website where a live chat button or pop-up can be placed. You can try out different options, monitor the results and see what’s working best for your visitors. You may find that on different pages different locations work well and/or at different times.

Design

There is a significant impact on how many visitors will use your live chat service?  it is designed on your website. What do you want your visitors to think when your website pops up a live chat window? Does your live chat perfectly line up with the brand?

Chat interface end-user experience

Chat interfaces are quite normal. The visitor writes down a query and the operator type down the response. A discussion follows up. A feedback is asked to the visitor. The visitor rates the chat. The transcripts of the chat can be emailed to them on request by the customer. The technologies today are well-established. You have to think upon- Do your visitors want to be known through their name or want to ask questions anonymously? Do they like to share their email address? Or would they find this pushy?

Proactive chat invitation  

Proactive chat – a chat where an operator invites a customer to have a chat and if done correctly, can greatly boost conversion rates. However, if done wrong, it can be frustrating – making customers leave your website and making them go to your competitor’s site instead. So it’s very vital to get it done correctly.

With Tagove’s live chat software offers, you can easily establish a set of certain rules that activate a proactive chat invite only when your visitors are behaving in ways that, because of the historical data analysis, you know is a sign of them being stuck somewhere, doubtful of something, or abandon a purchase or about to leave the website.

You can design your chat invites according to different rule sets, and even different audiences or users. It helps in ensuring that you get the right invite message to the right visitor at the right time.

So, these are some of the key areas that should be considered when testing the effectiveness of your live chat:

With A/B testing, you can gather the following data that may eventually help you:

  • Conversion rate— how many visitors who chatted bought the product, or requested a callback, or signed up for a newsletter?
  • Average time spent on chat?
  • Ease of use for visitors
  • Top queries asked by visitors
  • Outcomes of chat
  • Average order value
  • Customer satisfaction scores

In a nutshell, once you start to understand how well your service is performing and gratifying your customers and potential customers, you can start making improvements.

 

About the author: Sawaram Suthar is Marketing Head at Tagove, a live chat provider. He is passionate about sharing ideas, search engine tips, social media, also a founder atJagat Media – a digital marketing agency. For questions, you can find him on Twitter.

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