Is Live Chat the Key to Conversion for Holiday Shoppers?

A new study reveals that the number one reason consumers avoid online shopping is the lack of in-person assistance and proactive engagement from brands.


The study, which was commissioned by Moxie Software and surveyed more than 2,500 consumers, found that 72 percent of respondents want brands to proactively engage with them online - especially when they are struggling on a website. Moreover, two out of three shoppers say they would do more of their shopping online if they were offered proactive engagement.


The study also found that nearly 40 percent of the respondents felt it would be helpful to receive relevant information proactively offered by a brand based on where they are and what they are trying to do on the website. In addition, consumers would like the ability to connect with a brand representative via chat or video chat session, as well as have the ability to share screens with a brand representative for help completing a complex form or task.


"Brands can deliver consistent, digital customer engagement channels across devices to better support consumers on their online journey," said Rebecca Ward, Moxie president and CEO. "To increase conversion, companies can anticipate customers' needs and provide them the right engagement at the right time to help consumers accomplish what they are trying to do."


It is also important to note that the study found that more than half of shoppers will conduct the majority of their holiday shopping online in 2014. According to the data, 75 percent of the respondents indicated they plan to spend $200 or more, while 25 percent plan to spend $500 or more when shopping online (including on desktops, tablets and smartphones).


Moxie's study also shed light on mobile shoppers, revealing that 20 percent of survey respondents indicate they will shop on a mobile device this holiday season. Of these respondents, 33 percent plan on spending $500 or more. Because of this, it is very important that retailers make sure their mobile sites are working properly and equipped with customer service solutions, such as live chat, to maximize conversions.