Live chat is a great way to drive customer satisfaction and sales. Not only does live chat have the highest customer satisfaction score of all support channels, but it also drives a 4 to 6x higher conversion rate when you chat with visitors compared to if you didn't. Chat works.
The challenge with live chat is that it's a lot of work to manage. By adding watch out to your website, you end up with a lot of chat volume, and you need to have proper staffing to handle the volume. As the volume starts to overwhelm your team, it's natural to think, "Is this worth it?" for the business and the customer.
The good news is that, with just a few metrics, you can gauge the performance of agents and the happiness of customers. You can also fairly easily track sales produced from live chat. With these KPI's in place, you can optimize them over time to drive better results.
At HelpFlow, we provide 24/7 live chat and customer service teams over 100 e-commerce stores. We've done millions of chats and have a robust process to measure the impact of live chat. In this post, I'll share how you can easily gauge the performance of your own by chat efforts if you choose to manage and scale live chat in-house.
Let's get into it...
In order to effectively measure the performance of live chat, you need to measure the agents, the customer, and the overall capacity of the chat operation.
To measure agents, you need to gauge if they respond to visitors quickly enough, handle issues fast enough, and generally make sure customers are happy with the outcome. The metrics to measure these are:
These metrics are typically trackable in most live chat software. If you're using a system that doesn't allow these, consider looking at a different provider.
First response time, average handle time, and customer satisfaction or foundation metrics. Not only do they measure the performance of an agent, but they also quantify if customers are happy. Once you have those in place, you can begin measuring the sales performance from chat and on an agent-by-agent basis.
The best approach for tracking sales for chat is:
By tracking sales data from chat directly in Google Analytics, you can get much more granular insight into how chat performs and how it affects the rest of the website. Simply tracking conversion rate from people that chatted within the chat software is too narrow of a metric.
In addition to tracking agent performance and sales performance, it's incredibly important to track staffing-related metrics. Live chat takes a lot of time and people to manage, and if you don't track staffing metrics well, the performance metrics will eventually slip. Not only does this affect sales, but it can tarnish your brand reputation if the chat experience is poor because you are understaffed.
Below are best practices:
Chat drive to sales, but it's hard to manage. With the right metrics in place, you can track how well Chad is working and also gauge the impact on your team. Get these metrics in place to make managing live chat easier.
Want to see how live chat can drive better results for you? Book a free Strategy Call at HelpFlow.com. Our team will review your data and share how live chat can massively increase conversions at certain points in the sales process. Even if you never work with us, you'll get a ton of value by going through a Strategy Call since we've worked with so many stores.
Want to get additional ideas on how to use live chat effectively? Here's a post about how to use live chat greetings effectively (without annoying visitors)
Just have a question about chat or e-commerce? Feel free to reach out!