How to drive more online conversions at your website? - Integrate live chat to your website, so that your customers might interact with you. According to a survey conducted by Forrester, 83% of customers seek some kind of live support when making purchases online, and 44% of consumers consider that the presence of online chats on the website itself was one of the most important features eCommerce website could offer. Mobilunity, as a full-stack and experienced app and website development team, provides solution to the problem of your website analytics and customers’ engagement. Want to increase conversion rate of your sales? Outsource your Customer Support to Mobilunity team and get Zopim Chat Integration! https://mobilunity.com/

1. ZOPIM CHAT: INTEGRATION
AND ANALYTICS
CASE STUDY
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How to drive more online conversions with
correctly implemented and supported live chat
on a website.

2. PROBLEMThe Team
Project Manager
WordPress Developer
Web Analytics Expert
Customer Support Department
Manager
For years live chats on ecommerce websites have proven to
be an essential deciding factor for prospective clients.
According to a survey conducted by Forrester, 83% of
customers seek some kind of live support when making
purchases online, and 44% of consumers say that the
presence of online chats on the website itself, was one of the
most important features ecommerce website could offer. Our
Mobilunity team perfectly understands the importance of
having online assistance available on any website, especially
those that sell products and services, and it’s one of the main
reasons why we recommend installing such chat support
widgets to all of our ecommerce clients.
However, online chat services differ in the features they offer
to both website visitors and support agents. One of our
clients was using Livezilla, one of the pioneers in live chat
software - but had a strong feeling that their online support
was underperforming. The client was managing several online
stores at once and the task of our team was to suggest
solutions, which would be easy to implement on multiple
websites. In order to achieve this goal, we had to address
several issues such as:
Finding the best alternative to existing client’s live chat
software, one which wouldn’t require maintaining the
script on one of the client’s servers and one that would
provide more flexible options in terms of widget
customization.
Analyzing current website traffic, segment users,
suggest and implement the plan of driving more
visitors to live chat, where those could be further
converted by Support Agents.
Development of a WordPress plugin, which would
would allow customization of live chat in admin area
of every website.
Provide 24/7 online customer support assistance
processing all live chat requests.
This case became an excellent example of successful
cooperation of Development, Web Analytics and Customer
Support teams.
“Live chats provide us with essential
information on clients concerns and
desires. It’s such a pleasure to
analyze chat transcripts and note
which new services our clients
request, what aspects of our work
concern them the most and what
information our content yet fails to
provide.”
Anastasia, Conversion Expert
https://www.forrester.com/report/Making+Proactive+Chat+Work/-/E-RES57054?objectid=RES57054
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3. THE CASE STUDY
Before we started analyzing existing live chat solutions
on the market, our Project Manager conducted an
in-depth interview with the client to figure out what
specific features were missing in the present version of
live chat and what requirements our customer had for
the new product.
According to this survey, we figured out that ideally live chat software should:
Be cloud-based, not hosted on client’s server or website
Have a responsive widget that looks good on mobile and desktop versions
Allow easy widget customization and configuration
Have no limits in terms of number of chats processed daily
Allow several Support Agents to get access to the dashboard
Assign visitors to different departments (sales inquiry or existing client)
Provide basic analytics on users visiting the website
Allow setting triggers based on visitor’s interaction with the website
Send completed chat transcripts via email
Automatically create events in Google Analytics
Provide weekly statistics
Based on these criteria our Project Manager started analyzing the most popular live chat
solutions. Analysis is presented below:
MARKET RESEARCH &
BUSINESS ANALYSIS
Criterion
Zendesk Chat
(former Zopim)
MyLiveChat Tawk.to Olark
Cloud-based
Responsive widget
Widget customization
Triggers
Multiple Support Agents
Visitor analytics
Events in Google Analytics
Transcripts sent via email
API
+
+
+
+
From $11.20/
agent/mo
+
+
+
+
+
+
+
+
From $29/
agent/mo
+
-
+
+
+
+
+
Free
+
-
-
-
+
+
+
+
From $17/
agent/mo
+
+
+
+
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4. Several chat services providers met all of our
requirements, so we chose the most affordable option
for the client - Zendesk Chat (former Zopim) and the
client has been satisfied with this choice for the past 3
years.
Based on visitors’ data on clients’ ecommerce websites
our expert was able to:
Define the top visited and top viewed pages on the
website, and suggest wording of custom triggers for
each
Since our tasks involved driving more conversions from
live chats, our Project Manager introduced one of our
Web Analytics experts to the project. Her task was to
suggest how exactly chat should be implemented and
what additional features could be used in order to
receive more chats from proper visitors. All suggestions
from our Web Analytics expert were based on Google
Analytics data. It should be noted here that one of
Zendesk Chat’s features is automatic tagging of all live
chats with Google Analytics events, so the data on chats
started gathering in the dashboard without any
additional tweaks from our side and, we could analyze
how visitors reacted on live chats and triggers, which
pop-uped there.
WEBSITE ANALYSIS
Screenshot of Zopim Livechat Events in Google Analytics for September 2016
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5. Analyze the average time spent on top landing pages
to suggest when exactly triggers should pop up
Define pages with the highest abandon rate and
suggest correct triggers for them
Analyze visitors geography, compare conversion
rates and number of requests based on different
locations
Come up with the best color variations for every
website to increase the live chat widget’s click
through rate
Based on those analytics, we defined Zendesk’s Chat
customization plan for every website and set up proper
triggers.
Screenshot of Triggers settings in Zendesk Chat admin area
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6. Screenshot of the custom Zopim WordPress plugin
Even though Zendesk chat admin panel offer a variety of
customization options, our client preferred that we
provide a solution for customizing every website
separately from its admin area. Since all clients websites
run on WordPress, our Project Manager involved one of
our WordPress Engineers to help offer a proper solution.
We’ve decided to create a WordPress plugin for the client
based on the official Zendesk Chat plugin, but enhance it
with more features required by the client, which included:
Change appearance of widget as badge, button or
window with an image
Set widget color
Change texts for online/offline conditions
Select countries, in which live chat will be hidden
Set pages/posts, on which live chat will be hidden
Thanks to a JavaScript API, offered by Zendesk Chat, our
WordPress developer was able to add these
customization options to the WordPress plugin.
WORDPRESS
INTEGRATION
https://wordpress.org/plugins/zopim-live-chat/
https://api.zopim.com/files/meshim/widget/controllers/LiveChatAPI-js.html
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7. TECHNICAL
SUPPORT
Since our client fully outsourced customer support
services to our team, our Customer Support Department
Manager set up the processes in relation to how all chats
would be served, and educated the team on how to
provide the best assistance to visitors online. Our
Customer Support Department Manager was tasked with
resolving issues such as:
Lack of information on new product. Once we’ve
received all product related manuals from the client,
one of our Customer Support Team Leads completed
an online education course on the new product in our
internal system, which also included several tests to
be passed. All our Support Agents passed the course
and successfully completed the tests within one week.
Identifying Different types of requests. Since the
nature of live chat requests was different and could be
split into 2 general types: sales questions and existing
customers inquiries, we set up 2 separate departments
in Zendesk Chat. Now prior to starting the chat, the
website visitor chooses one of the options on the
nature of their request.
Low conversion from chats. To prompt users, who
started chatting online, proceed to purchase during
the same session, we created a list of special discount
codes, which were available only via live chat. This
way all users were motivated to place an order.
Additionally, we set up the process of writing “chat
follow up” emails whenever we received a chat
transcript. Such emails always included a brief
summary of online conversation and a direct payment
link.
KPIs reporting. the work of our Customer Support
Agents is measured on a regular basis and reported
to the client. Together with our customer we defined
and agreed on KPIs such as: chats served, sales from
chats, waiting time and chat satisfaction. We set up
automatic reporting in Zendesk Chat and analyzed
KPIs weekly in order to modify our processes and
improve the service.
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8. RESULTS
Screenshot of the custom Zopim WordPress plugin
Once the client fully switched all websites to the new live
chat software with the triggers option enabled, we
observed a positive impact on both, the number of chats,
and the conversion rate. The conversion rate from chats
increased by 58% within 2 months. On some websites
the change was indeed dramatic - whereas the chat
conversion rate increased from 6.67% to 14.29%.
Being inspired by such positive changes, our Web
Analytics expert kept working in cooperation with the
Customer Support Department Manager on changing
and testing new trigger texts. In agreement with the
client we also set up a process of regular review of top
landing pages and triggers.
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9. CHALLENGES & SOLUTIONS
The Implementation of Zendesk Chat scripts on any website, typically is not seen as
time-consuming and is actually well-documented by Zopim process, but even with this integration
we faced a few challenges:
Images vs texts in widgets
Setting a beautiful image instead of trigger is a luring option that Zendesk Chat offers. We indeed
experimented with it during during the holiday season and set “seasonal offer” images especially
designed for those websites. It turned out that the number of chats did not increase even with the
image promoting the offer and on some websites chats even decreased. Now it is customary for us
to set custom triggers rather than setting generic fancy greeting images.
Chat removal
Our client had a couple of websites, where clients tended to request free assistance at once instead
of purchasing the service (it was caused by the nature of keywords domains ranked by and thus,
received traffic). For one week we decided to remove live chat widgets completely and measure the
effect. It turned out that organic conversion rate dropped by 60% in one week, so we quickly
reverted back to live chat.
More agents than needed
Our current Customer Support Team counts more than 20 agents in total and purchasing a
separate licence for every agent would drastically increase the cost for our client. However to
secure 24/7 support covering emails, chats and calls procession on several websites, we indeed
had to involve the entire team. On the other hand, having more than 3 agents working in live chat at
the same time was unnecessary. To analyze the performance of every support agent correctly we
decided to have fixed nicknames for every agent. Once logged into Zendesk Chat, every support
agent had to set his or her nickname as a visible name in chat. In this case all transcripts were
marked with that name and it was easy to measure performance of each and every agent.
Several sources of leads
Since our Customer Support Team works with different sources of leads including website forms,
calls, emails and chats simultaneously, it was hard to track which particular interaction led to the
sale (since usually the same client interacts with the service in several ways before completing a
purchase). To fix this issue we came up with unique source identifiers, which were added to the
payment link, so that the payment link from the chat follow up email was different from the
payment link sent after the call conversation.
https://mobilunity.com sales@mobilunity.com
Want to give a boost to your sales? Outsource your Customer Support to our team!
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