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.
9. 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
22. 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!
23. 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!
26. 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
28. Sub-Goals:
● Collect Valuable Data for
Segmentation/Personalization.
● Engage - Keep the conversation going.
● Customer Development/Research.
● Turn Common Questions into Content.
29. Challenges:
● Under 90s Response Time
● Sales Training
● Tracking, Reporting, and Incentives
● Impact on Margins
30. 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.
31. 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.
32. The Goal:
24/7 Bot to Human
On-Site Chat
With Less than 90s Response Time
33. 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.