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How to Track and Increase ROI From On-Site Chat for E-Commerce

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How to Track and Increase ROI From On-Site Chat for E-Commerce

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Used at Conversations Conference 2019. By Derric Haynie

The future of Ecommerce is in having real-time conversations with your customers.

Here's the unique data that shows the value behind live chat, and some quick steps on how to implement it.

Used at Conversations Conference 2019. By Derric Haynie

The future of Ecommerce is in having real-time conversations with your customers.

Here's the unique data that shows the value behind live chat, and some quick steps on how to implement it.

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How to Track and Increase ROI From On-Site Chat for E-Commerce

  1. 1. Beyond Customer Service How to Track and Increase ROI From On- Site Chat for E-Commerce Derric Haynie Sept 14, 2019
  2. 2. What is the ROI of your customer service team?
  3. 3. Two Types of Customer Service Interactions: ● Pre-Sales ● Post-Sales
  4. 4. Two Types of Customer Service Interactions: ● Pre-Sales ● Post-Sales
  5. 5. Pre-Sales ● Handling Objections ● Pricing ● Sizing ● Stock ● Shipping
  6. 6. 13% - 60% Increase in Average Order Value. -Intercom and Bold360 20% - 40% Increase in Conversion Rate. -EMarketer, LiveChat, & ApexChat 20% Increase in Customer Satisfaction. -Econsultancy
  7. 7. What’s the cost of not executing on live chat properly?
  8. 8. What’s the cost of not executing on live chat properly? ~13% Gross Revenue
  9. 9. When you ask a brand a question… When do you want an answer?
  10. 10. Chat to Email: 20.7 hours Average Response Times Chat: 90 seconds Email: 13.3 hours Contact Us: 16.2 hours
  11. 11. Faster Response Time = Higher Conversion Rate 20% - 45% Live Chats -> New Customer
  12. 12. 93% of Brands Are Doing it Wrong!
  13. 13. The Goal: 24/7 Bot to Human On-Site Chat With Less than 90s Response Time
  14. 14. Real-Money Examples
  15. 15. Cassie Hello! Are the [Product] currently in stock? Julia Hi there, thanks for reaching out to [Store]. I am happy to help here. Cassie The [Product] Julia Unfortunately, it does not look like we have these available at this time. I apologize! Julia May I answer any additional questions for you? Julia Thank you for reaching out! If we can assist with anything additional, please let me know. Have a great weekend! Julia Thanks for your interest! Which lashes were you interested in? Cassie Okay! Cassie hello! Cassie No, thank you!
  16. 16. Cassie Hello! Are the [Product] currently in stock? Julia Hi there, thanks for reaching out to [Store]. I am happy to help here. Cassie The [Product] Julia Unfortunately, it does not look like we have these available at this time. I apologize! Julia May I answer any additional questions for you? Julia Thank you for reaching out! If we can assist with anything additional, please let me know. Have a great weekend! Julia Thanks for your interest! Which lashes were you interested in? Cassie Okay! Cassie hello! Cassie No, thank you!
  17. 17. Conversation is King
  18. 18. SILENCE Cassie Do these [product] frames come in black? Sarah (Responded in under 90 secs) Hi Cassie, please hold on a sec and let me take a look Cassie So only the blue and red. Thank you! Sarah red and brown… but we have other cat eye shaped frames in black… Let me share them with you: LINK Sarah do you like this one? It's best seller in cat eye shaped frames: LINK Sarah You're welcom! And we have other black cat eye frames as well, but this one is the best seller… you can use our fliter to find all of them Sarah :) Hope you enjoy shopping with us! Sarah both color for this product is in stock, only these two at the moment: LINK Cassie Yes, that may work. Thank you for your help! Cassie Great! Cassie Thanks
  19. 19. Words Matter ● Hesitate ● Sorry ● Find ● Please ● Online
  20. 20. Sub-Goals: ● Collect Valuable Data for Segmentation/Personalization. ● Engage - Keep the conversation going. ● Customer Development/Research. ● Turn Common Questions into Content.
  21. 21. Challenges: ● Under 90s Response Time ● Sales Training ● Tracking, Reporting, and Incentives ● Impact on Margins
  22. 22. 6 Step Strategy: Step 1: Build a detailed FAQ or knowledge base section. Step 2: Create a detailed chatbot that can answer and mitigate most common questions. Step 3: Create a sales training guide for your team. Step 4: Use the users purchase and browsing behavior to help indicate a pre-sale or post-sale ticket and segment your support team into pre-sales and post sales to best allocate the ticket. Step 5: Have humans ready to respond to tickets within 90 seconds in real-time. Step 6: Profit.
  23. 23. Random Takeaways Asking questions engages prospects and customers gives us an opportunity to collect valuable segmentation data that helps convert. 24/7 Real-time customer service has become mandatory for Ecommerce stores looking to become strong consumer brands. Build a detailed ticket mitigation strategy, with a chatbot, knowledge base, and/or FAQ. Empower team members to mitigate common problems. Small changes in attitude and response strategy can lead to improved customer satisfaction, but more importantly, sales! Most stores are staffing at the wrong hours: 9AM-5PM instead of focusing on peak inquiry times, 2PM - 10PM. Using on-site chat simply to collect an email address is a poor customer experience and missed opportunity.
  24. 24. The Goal: 24/7 Bot to Human On-Site Chat With Less than 90s Response Time
  25. 25. Email: derric@ecommercetech.io Book a Consultation: ecomtech.link/consult YouTube: ecomtech.link/youtube Twitter: derric.link/twitter LinkedIn: derric.link/linkedin Facebook: derric.link/facebook

Hinweis der Redaktion

  • The only time this doesn’t work for you is 1. If you’re a media company, in that case, you can put it only on your sponsorship page and that will work. 2. If you dn’t have a working business model, can’t help you with that. Or 3. If you have an annual or lifetime margin on your customer of less than $10. If you’re working with slim margins, this won’t work. Otherwise, as long as you have a site that users convert into leads or customers this will work, its not like facebook ads where it might work, if you do this, it will work. So a lot of people here probably think alot of the ROI fo their marketing campaigns, their facebook ads, their messenger bots, but today, I’m challenging you to think about the ROI of your customer service department.
  • Most companies consider customer service a cost, literally something eating at the margin, like shipping, packaging, or other overhead. And because customer service typically sits underneath the operations department, it is a cost to the company… For now. But, hidden within the customer service department is a significant conversion rate optimization that, with the help of some savvy marketing, can increase sales, build loyalty, help you collect more data on your customers and prospects to serve them a more personalized experience, and essentially help you win the battle vs giants in the industry who can’t have a 1-1 touch with every customer.
  • Pre-sales

    Also very time-sensitive, because if they don’t get their answer NOW, they will go somewhere else and buy.

    This is where the biggest gap is between what you can be doing, and what you’re doing right now. And this gap has been created because of the mass adoption of on-site chat tools.

    Pre-sales is all about getting the customer to buy for the first time. This is literally where you are the sales rep inside the department store, guiding them through the aisles, taking them to the dressing room, showing them what’s on sale, what’s in-stock, etc. Unfortunately, most customers are being faced with a ghost town, or simply the equivalent of a popup.

    Sales is the one department that a B2B organization always has, but Ecommerce merchants typically don’t. So I want to talk to you about the emergence of the Ecommerce sales department.
  • Showing the on-site chat tool and how its different than Messenger.
  • Showing the on-site chat tool and how its different than Messenger.
  • Showing the on-site chat tool and how its different than Messenger.
  • Forrester data reveals that site visitors who use live chat are 2.8x more likely to convert than those that don’t.

    Additionally, from Intercom, one reply makes visitors 50% more likely to convert, 2 replies makes them 150% more likely to convert, and 6 or more messages with a prospect or customer increases conversion rate by 250%.

    40% increase in online leads, ApexChat.
  • Now let’s look at the current state of the live chat industry so that you can understand where other Ecommerce stores are at in this.
  • Now.

  • 20-45% conversion rate means that if you have 5 chats, one will become revenue. This is important because the cost of live chat can impact margins, right, if you pay someone $1 to answer the chat, and only 1% of those chats become sales, you’ve spent $100 per sale, that’s not going to work for our $70 average order value store from before. But if 45% convert, you spend about $2.22 per sale, which is easily covered by the increase in conversion rate and the increase in average order value, because remember, we talked to them, and we were able to better upsell/crosssell them while we talked.

    The best
  • Simplr did a mystery shopper report on 500 high-growth stores that have 250k+ monthly visitors.

    Of the 500 stores, 320 had the opportunity to chat live… Or so it appeared. Upon opening the conversations, 261 of the 320 chat dialogues send the user straight to email.

    This is kind of like calling a store and getting a voicemail, it’s not ideal, right?

    And it turns out, by the way, that this experience actually lowers customer service ratings, as compared to not offering any live chat.

    Let me say that again. By adding a chat box, but not actually having a chat, you make your customer unhappy.

    Seems obvious, yet 81% of brands that enabled live chat are doing this.

    Of the 59 people that didn’t go straight to email, 23 of them started with some sort of bot interaction. This is great, as it can be an easy way to mitigate a ticket and avoid a hard cost, so long as the bot interaction leaves the user satisfied and actually helps them move along the journey.

    36/320 or 11% of all live chat conversations, or 7% of all high-growth ecommerce merchants actually went to a real human conversation, where 28 of those conversations began within 90 seconds or instantly. Add in the 8 bot to human interactions, and we’ve got 36 brands doing it right. 36 out of 500 brands currently understand the value of live chat and how it impacts sales. So the opportunity for you is huge. Being an early adopter will benefit you.
  • Find a spot to introduce this concept earlier in the deck.

    24/7 Selling machine.

    Bot mitigation. Hot to tie bots to humans. When do they interact, where does the bot interaction stop.

    When should you get to 24/7? How many people does it take? Do I hire freelancers? Do it myself? How much time does it take? How much does it cost?
  • Find a spot to introduce this concept earlier in the deck.

    24/7 Selling machine.

    Bot mitigation. Hot to tie bots to humans. When do they interact, where does the bot interaction stop.

    When should you get to 24/7? How many people does it take? Do I hire freelancers? Do it myself? How much time does it take? How much does it cost?
  • It’s not just about having a live chat, its about what you say. The conversation is king. Here’s another conversation.

    Combine this slide.
  • What does Sarah know that Julia doesn’t? Sarah knows that Cassie is looking to buy, she knows Cassie might not have found everything on the site quite as easily as someone else, she knows that if she keeps the conversation going, its more likely to turn into a sale.
    Sarah knows sales.

    And this is the job of your head of customer service now, perhaps in conjunction with a head of sales or head of marketing.
  • Your Words Matter
    When looking at email responses from customer service reps, we see a pattern in some common words that keep coming up. Some more interesting ones are:
    “Hesitate.” Don’t ‘hesitate’ to reach out. Maybe there’s another way to phrase this that isn’t so cliche and negative. “Feel free” “we’re here whenever you need us.” “I look forward to your next question.”
    “Sorry.” It turns out apologizing isn’t what the customer wants, and being overly apologetic is not good for customer satisfaction, according to detailed psychological studies - Frontiers in Psychology. Try to be concerned and focused, but not apologetic. Save “sorry” for a real serious mistake.
    “Find.” Things aren’t actually being found, which implies they are lost, they are being “looked up.” Choose your words wisely and you’ll sound like you’re “on the ball” and not “dropping the ball.”
    “Please.” Turns out, pleases and thank you’s are good. My Mom was right about that one.
    “Online.” This and “hours” are a bit frustrating for the customer. You’re store sells 24/7, so why are you “not online,” or telling me more about your customer service hours.

  • 1 depending on the complexity of your product.
    2. As well as collect data, segment and keep the conversation going.
    3. This is a living document of strategies and tactics that work for closing sales. You need to get multiple agents aligned and bought into the idea that they should keep the conversation going, instead of rush to close every ticket as fast as possible. Be Sarah, not Julia.
    4. Gorgias does this automatically for you, if you’re a Shopify store. Some agents will be better at sales than other
  • 1 depending on the complexity of your product.
    2. As well as collect data, segment and keep the conversation going.
    3. This is a living document of strategies and tactics that work for closing sales. You need to get multiple agents aligned and bought into the idea that they should keep the conversation going, instead of rush to close every ticket as fast as possible.
    4. Gorgias does this automatically for you, if you’re a Shopify store. Some agents will be better at sales than other
  • Find a spot to introduce this concept earlier in the deck.

    24/7 Selling machine.

    Bot mitigation. Hot to tie bots to humans. When do they interact, where does the bot interaction stop.

    When should you get to 24/7? How many people does it take? Do I hire freelancers? Do it myself? How much time does it take? How much does it cost?
  • Post-sales is all about fulfilment and customer satisfaction, making sure they get and use the product to maximize value, and the benefits of a great post-sale interaction are retention, repeat purchase, and referral.

    Most companies are pretty good at post-sales customer service, because this is where they’ve been focusing their efforts. There are tons of great sites and blogs like Zendesk, Talkscout, Forrester, etc. So we’re not going to talk much about post-sales right now.

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