Using Live Chat to Increase Sales

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The success of an ecommerce website depends on how effectively it can engage the interest of customers and convert that interest into a sale. Live chat not only provides an additional channel of contact for potential buyers, but also addresses other important needs as well. Buyers understand and feel comfortable that there is actually a real person behind the site to provide them with access to instant help, a real person who can answer their questions. Live chat can be a powerful tool if used correctly.

Live chat is the same as the sales attendants in retail stores. Customers like to feel comfortable browsing through products. It makes them feel crowded and uneasy when sales personnel give them unnecessary attention. I would feel the same way too. Sales personnel stick around but approach customers only when they need help. The same works with live chat. It is always there, but customers can make use of the feature only when they need help, such as getting answers to inquiries, more details on products and so on.

The popularity of live chatting depends on how comfortable customers feel with the feature and their purpose in communicating with the business. Customers are more comfortable in using a phone to discuss situations that involve sharing of sensitive information, purchase of an expensive product or a problem resolution. Live chatting is usually preferred by customers for routine inquiries. These include checking the status of an order, requesting details, and inquiries related to inexpensive purchases. If the requirement is simple, customers do not feel the need to pick up a phone.

Studies clearly indicate that live chatting is a desirable and an important website design element that improves the customer’s experience and conversion rates. With live chat, the e-commerce sales personnel can convince a hesitant customer into making a purchase. A good percentage of people who use this feature are regular internet shoppers and it is a good strategy to nurture this customer segment. Live chat is high on the list of preferences of frequent internet shoppers, and should be part of your e-commerce website design.