Do you know that adding a live chat to your website is full of benefits? Live chat can provide assistance to customers, increase conversion, add sales, enhance support, and reveal insights into what your customers are looking for.
On average, businesses that use live chat see a 20% increase in conversions, and buyers are 63% more likely to return to your website just because you made it possible. With this powerful tool, it's important to properly measure the success of your live chat strategy. This means choosing the right live chat metrics can give you an indication of what's going right, and what the best chat teams can do to grow your business faster.
Adopting a metrics-based approach helps you stay on top of everything that matters to you and your team. The same goes for live chat, whether you use it for customer support or sales. Keeping these six metrics in mind will ensure that your team is focused on the right things. Below, we group the most important metrics into three groups: speed, quality, and sales.
When offering live chat, speed is critical. Customers don't want to wait for help. In fact, 84% of customers would leave a chat if they did not receive a response within 2 minutes. Measuring service speed can help you understand if you need to put more resources into your live chat effort, or if your team is handling volume effectively.
Average waiting time is the length of time a customer waits to speak to a human, not a bot, after initiating a chat conversation. Keeping it low will ensure that customers don't leave the conversation (or the purchase process). Reducing average wait times is the most important thing you can do to provide a great customer experience through chat.
Live chat should be a quick and easy way for consumers to get help. If the conversation takes too long, the customer will find the chat more difficult than it's worth. Instead of trying to find a quick way to get help, they will walk away. Average Handling Time measures the time a chat takes from start to finish.
While a quick response can have a huge impact on the happiness of your customers, the quality of service is also important. Speed plays a big role, but so do accurate answers, friendly tone, and authorized agents to help customers get what they need. There are two main ways to measure service quality: externally through customer satisfaction surveys and internally through quality assurance.
After each chat conversation, ask the customer simple questions to get feedback on their chat experience. This question is often expressed as, "Are you satisfied with the help you received today?" The customer can pick between 2 options “Yes, I am satisfied” or “No, I am not satisfied.”
While customer opinions are important, they are not always the most qualified person to measure the quality of support you provide. Your standards are the most important - you may want to get your agents to live up to what your customers do. Internal Quality Score is a metric based on conversation reviews.
For some teams, their primary goal of offering live chat is to convert visitors to sales. If this is the case, it's really important to be measuring how effective your chat sales funnel is.
If you're offering a proactive chat (a pop-up invitation for customers to talk with your team), it's important to know how many visitors take you up on that invitation. You want customers to engage with your proactive chat windows because it offers them a place to have their questions resolved. In fact, 44% of consumers say having live chat available to have questions answered during a purchase is one of the most important features a business can offer.
Tracking the number of customers who convert after you talk with them is key to proving the value of live chat internally. The more leads that your live chat agents convert, the better the business case for expanding chat availability across different hours and website pages.
You can also grow your business with omnichannel messaging solutions. Using an omnichannel messaging solution works best for you who seeks to better communicate with your customers. OneTalk by TapTalk.io offers you a significant difference in customer support and satisfaction through all its features.
Integrate your various communication channels in a single dashboard. Be it WhatsApp, Telegram, LINE, Emails, and even Instagram, you will have no hassle answering your customers’ messages.
Welcome Message, Away Message, Quick Reply, and Disposition. Those are only a few of our features. Click this link to check out all our amazing features.
Also read: Telegram Business: The Ultimate Guide 2021
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