Statistically only 1 out of 25 visitors to your website will browse his/her way into a purchase. Why is that? What is the problem? How to tackle it? Let’s try to investigate into this and possibly find a way to at least improve this ratio.
First, let’s look at possible reasons why only 1 out of 25 visitors will become a customer:
- Confusing and complicated website content.
- Too much content – overwhelms the visitor.
- Too little content – visitor is not convinced.
- Trust, possibly one of the most probable reasons, does your website look trustworthy?
- Is there a clear “call to action”?
- Are all visitor’s questions answered before the purchase is made (on average each visitor has 3 questions needed to be answered and for the visitor to feel confident about the purchase: shipping, cancellation and product specific)
- Price confidence: Can i find this product cheaper somewhere else?
- Browser compatibility and nasty unpredictable website errors.
Addressing all of these possible issues will most likely improve the conversion ratio on your website but it is time consuming and “try and error” kind of thing. There are also “website testing” services you can find on the web, like “Google Website Optimizer”, which will help you in determining which layout and content works the best and help with conversion, but this again is time consuming and not 100% accurate.
Now imaging this scenario:
- A visitor, let’s say it is a he and his name is Mr. Indecisive, lands on your website
- Let’s say your website sells security cameras
- Mr. Indecisive spends 20 seconds on your site’s front page and proceeds to search for “Home security camera with internet feed”
- He gets 40 possible cameras matching his search, most of them DO NOT have internet feed as most e-commerce website searches are not perfect and return possible results only. Which means the search on your website returned 10 cameras with internet feed and 30 which matched “home security camera” fragment of the search query.
- Mr. Indecisive starts going through the search results by clicking on each individual product returned by his query and as he was approaching the critical frustration point and was about to move on to the next site, something amazing happens… Right before his eyes a window opens which says “Hello, i see that you are interested in home security camera with internet feed, my name is Linda and i will be more than happy to direct you to the right product on our website, please accept chat request so i can help you”
- Mr. Indecisive is in awe, accepts chat requests, explained and answered every question, and directed to the right product where he completes the purchase.
This amazing window that popped up and helped Mr. Indecisive to make the purchase is called “Proactive Chat Invitation” and looks sort of like this:
I hope this simple example showed the power of chat invitation, if you are still in doubt, let’s go back to the issues which were described in the beginning of this post and see if proactive chat invitation helped with tackling them:
- Confusing and complicated website content. (solved! All confusion and complexity of the website are obsolete with a live person helping visitors browse the site and finding correct products to purchase)
- Too much content – overwhelms the visitor. (no longer! Live person guiding the visitor is anything but overwhelming)
- Too little content – visitor is not convinced. (how can a visitor not be convinced with a live person offering helping hand)
- Trust, possibly one of the most probable reasons, does your website look trustworthy? (i do not know about you, but if i am greeted and helped on a website as i would in a physical store, trust is no longer and issue)
- Is there a clear “call to action”? ( no comment 🙂 )
- Are all visitor’s questions answered before the purchase is made (on average each visitor has 3 questions needed to be answered and for the visitor to feel confident about the purchase: shipping, cancellation and product specific) ( i would hope that visitor’s questions would now be answered)
- Price confidence: Can i find this product cheaper somewhere else? (a website operator would most likely be able to convince the visitor and give him a price guarantee he desires)
- Browser compatibility and nasty unpredictable website errors. (Wouldn’t that be great if the visitor would tell the website operator about error he had encountered so they can be addressed by developers! It is another reason to have live chat on your site!)