3 Proactive Chat Examples
Many e-commerce merchants are leveraging proactive chat to help direct shoppers toward conversion.
The challenge with this strategy, however, is identifying the right times to launch a proactive chat, as an unwelcomed chat can interrupt the shopping experience and drive consumers off of a site. That said, the majority of consumers actually respond well to proactive chats, with a 2014 Moxie Software study finding that 72 percent of respondents want brands to proactively engage with them online – especially when they are struggling on a website.
While there are many instances when merchants should launch a proactive chat, discover three of the best times to use this customer service strategy below:
1. High Shopping Cart Value
Merchants should set a proactive chat trigger for customers whose carts exceed the merchant’s typical average order value (AOV). This circumstance is a great opportunity for customer service agents to close the sale, as the consumer could be looking to make a large purchase or could simply be indecisive about their purchasing decision. By launching a proactive chat, agents can provide the customer with the information needed to make their decision as well as guide the customer through the checkout so the cart isn’t abandoned.
2. Return Visitors
Return visitors provide merchants with a great opportunity for conversion, as these people have shown interest in a brand and its products/services more than once. According to George Skaff, CMO of TouchCommerce, targeting these customers can reduce abandonment rates.
“Return Web visitors who previously made it into the shopping cart and then abandoned the website are great candidates for proactive chat,” said Skaff. “We want to make sure that their questions are addressed early on in the repeat purchase journey to reduce the chance of repeat abandonment. All of our programs also have proactive business rules that target visitors who backtrack from the checkout to the info pages, as this is a major indicator that visitors have more questions before they are ready to purchase.”
3. Referral Source
Merchants may also want to create a proactive chat trigger based on referral sources. For instance, if the merchant is running an ad campaign for a new product, it may be a good idea to target visitors who come from that ad with a proactive chat. After all, it is likely that the consumer is interested in the advertised product, which means that customer service agents already have a talking point with the customer. Plus, agents can provide consumer with more information about the product and direct the consumer toward conversion.