Your Customers Want to Chat. Don’t Leave Them Hanging

By Autumn Sullivan

a live chat bot

The longer a prospective client has to wait for a response from your company, the greater the risk someone else will answer first.

Elizabeth Weddle, Director of Marketing at GoZone WiFi, knew this was true in the extremely competitive world of WiFi marketing. She installed a live chat app on GoZone’s website as a test, and has never looked back.

“Forget the email waiting game,” she said. “Prospects know that they can get an immediate answer from a real person, which has definitely improved our ability to successfully convert prospective clients.”

In fact, GoZone WiFi’s live chat leads regularly convert into clients. “It’s a high performing lead channel,” said Weddle.

If you’re looking to capture more leads — and convert more of them into customers — it’s time to look at installing chat software on your website. Chat is quickly becoming the preferred method of messaging for customers, and especially for younger audiences who have grown up with instant-access to brands.

The difference between live chat and a chatbot is blurry

Chat comes in a few varieties. GoZone WiFi chose a real-time, live-person chat function that instantly connects prospects with their sales department. Other companies choose an AI-powered chatbot, while some choose a combination of the two. HubSpot, Big Sea’s marketing automation platform of choice, offers both with its Live Chat and Chatflows.

Live chat makes sense if you have dedicated resources to handle the number of incoming messages. That can depend on the volume of traffic to your site and the number of people choosing to utilize the chat feature. HubSpot found that 1 in 30 of its site visitors initiated a chat. That may not sound like a lot, but consider if you’re an enterprise company that receives thousands of website visitors every day.

A chatbot, on the other hand, uses artificial intelligence and marketing automation to answer questions and guide prospects toward a conversion. Some chatbots are so well-crafted that a user can’t even tell they’re talking to a robot. If you’ve ever engaged in a customer service chat on a major retailer website (or even some small-business company sites), chances are you were talking to a robot.

At least, at the beginning of the conversation.

That’s the trick with web chat, blending the personalization of live chat with the efficiency of a bot. HubSpot makes this easy with its Chatflows and Workflow functions. The first preliminary questions — generally asking a visitor for their name and email address or other identifying contact information — can be handled by the chatbot. This information is automatically captured in the CRM, which makes lead nurturing practically automatic. Once the chatbot has gathered enough data, it initiates a Live Chat conversation with a living, breathing human being. Chatflows even allows brands to customize the chatbot messages based on the type of visitor to the site or what time of day (or night) they’re visiting.

If you’re only checking your live chat inbox …read more

Read more here:: B2CMarketingInsider

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