Chat Increases Conversion Rates
There’s a lady who’s sure all that glitters is gold
And she’s buying a stairway to heaven.
When she gets there she knows, if the stores are all closed.
With a word she can get what she came for.
Ooh, ooh, and she’s buying a stairway to heaven.
Stairway to Heaven by Led Zeppelin.
A meaningful set of lyrics. With a word she can get what she came for, even though buying a stairway to heaven is something out of the world. Extrapolate this to the business world, it illustrates the importance of ‘words’ in facilitating the whole process of purchasing a product or service. The more ‘real-time’ the ‘words’ are in helping address the needs of a consumer, the probability of the consumer making a purchase will be higher.
As reported by Forrester, nearly 50% of consumers say that having a live person answer their questions while in the middle of their purchase decision is important to them. Additionally, according to Econsultancy, 51% customers prefer live chat while shopping online.
The findings from Forrester and Econsultancy emphasized the importance of chats in e-commerce. However, understandably, it may be a challenge for companies to always have customer service offices on standby 24/7 to chat with consumers. This is where conversational commerce with the help of chat and bots will come in handy. Chat and bots will help to answer consumerÂ queries like an actual person chattingÂ LIVE. It is also able to help automate certain basic purchasing processes. This, in turn, saves lots of resources for businesses while also increasing the conversion rate.
Especially in Indonesia and other countries in ASEAN, chat has become the main mode of communication. It is now part of a consumer’s culture and habit. It is an inseparable daily activity in a consumer’s life. And this is further emphasized by another finding byÂ GartnerÂ which shows that live chat will grow 400% as a preferred customer digital engagement channel from 2015 to 2018.
Indeed, we are in an era which consumers want their needs to be addressed when they need them to be addressed, better still, in real-time. For e-commerce companies, it will be a waste if this trend is not being capitalized.