In May, with the help of Ngage, we added live chat to the Turley Law Firm website. Shortly after that, their conversion rates shot up by 50 percent. Live chat was the only element added to the site. There was no breaking news that drove people to their site and no new, exciting book—just the simple addition of live chat. And Turley isn't a statistical anomaly.
Of the many sites where our team has added live chat, the average boost in conversion rate is right around 40 percent. Why is this? Because people love live chat. They are accustomed to using it when they purchase items online, so seeing it on a professional's website is no surprise. In fact, it's a welcome addition and often convinces them to contact you, even though they were "just looking."
What's Good for the Consumer Is Good for You
Live chat isn't just convenient for consumers; it can be the most powerful aspect of your website’s design. This is because live chat gives you:
- Another way to get contact information. In order to start a relationship with site visitors, it is important that you get their contact information. If they have specific questions that the live chat operator can't answer, he or she will gather their contact information so that you or a team member can get back to them. This will allow you to not only address their needs, but begin sending them additional information.
- A chance to beat out your competition. If your competitors don't yet have live chat, you can bet they soon will. If you don't keep up, you could lose up to 20 percent of your leads—the 20 percent who prefer live chat over any other form of communication offered on a website.
- A way to dramatically increase your conversion rates. Live chat converts—period. We have found that the conversion rates of clients who add live chat jump an average of 40 percent. No other conversion tool offers this level of conversion power.
How About Live Chat on My Mobile Site?
If you have a mobile site—and I sincerely hope you do—live chat should be a part of it. Why? Because people constantly text and email from their phones, so they are perfectly comfortable chatting away via chat on your mobile site. In fact, chances are they'd rather chat than talk.
Mobile users are everywhere—in the coffee shop, in the office, and on the sidewalk—and there's a good chance they don't want to be overheard asking medical or legal questions. So, by offering live chat, you are speaking their language and giving them a chance to communicate in the way they are most comfortable.
Are There Any Drawbacks to Live Chat?
Some of our clients have expressed concern that some of the contacts they get from live chats aren't viable leads. This is true—some of those who use live chat have cases that aren't worth your time or effort. However, the majority of the leads generated with live chat are from people who are genuinely interested in your services. At the end of the day, what would you prefer—no leads from anyone, or high-quality leads with a few junk requests thrown in?
And, briefly, if you are getting a bunch of junk contacts—be it via live chat or other avenues—it may be time to take a closer look at your marketing strategies. Have you narrowed down who your ideal client or patient is? Are you marketing directly to this person? If not, it's time to do so. Without proper focus, not even the best website will be effective in netting the clients, patients, or customers you want.
Do You Doubt the Appeal of Live Chat?
Your audience can vary widely. By offering a multitude of conversion strategies, you can help satisfy even the pickiest consumer.
Some of our clients have expressed concern that the live chat pop-up window is annoying. They don't like live chat on a site and are worried that it will turn off site visitors. But here's the thing: your website should be designed with your audience in mind, not designed around your likes and dislikes. So while it's true that some people—maybe you included—are turned off by live chat, its benefits far outweigh its drawbacks.
What live chat does is add another dimension to your website conversion plan, allowing you to reach a wider audience. While some people will find your free bumper sticker appealing, others will find that live chat is the flavor they crave. So give potential clients and patients exactly what they want by carefully placing live chat on top of your conversion-tactics.
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