How To Use Live Chat For Lead Generation
⏱ Reading Time: 7 minutes
We live in an era of instant gratification. Customers today need everything now, and the ability to connect with their preferred choice of brand is no exception. This is where an intuitive live chat tool comes in handy. Not only does it empower businesses to provide exceptional customer support, but also helps them to gather new leads and understand customers better.
Not convinced yet? Here’s what the data tells us:
- According to research by Zoho, 43% of companies claim to understand their customers better just within a year of using live chat.
- Further data suggests that 79% of businesses who offer live chat end up leveraging positive benefits on sales, revenue, and customer loyalty.
- Forrester research predicts that around 69% of customers will shop more with retailers who can offer consistent customer service across online and offline channels.
The bottom line is this: Live chat, customer satisfaction, and lead generation go hand-in-hand if used correctly.
In this blog, we will understand how you can use the all-purpose of live chat for lead generation and boost customer happiness, all at the same time. Let’s jump right in.
Top 6 Ways To Use Live Chat For Lead Generation
1. Rolling Out Proactive Greetings
According to data, a staggering 94% of customers who were proactively invited to chat were somewhat or very satisfied with the experience.
Think of your live chatbot as an opportunity to create an impressive first (and lasting) impression among new and existing customers. There are numerous ways to use live chat and ‘wow’ customers as they land on your website, including (but not limited to):
- Sending a friendly and warm welcome message to greet the users
- Informing customers about the website/page they are on
- Asking customers what they’re looking for and driving ‘guided’ conversation (with predefined answers) to save time and effort on both ends
Picture 1. Guided chat for lead generation
In addition to using live chat for lead generation, you can add the following information to make the chat more useful and productive for the customer:
- Redirects/links to product/service pages
- Link to the blog/customer support/pricing pages
- Opt-in for newsletter sign up/email or SMS updates
All these efforts can collectively help you to convert prospects into loyal customers, and boost your conversion rate.
2. Increasing Website Conversation With Automatic Triggers And A Knowledge Base
Eye-opening research by Forrester claims that 53% of customers are likely to not purchase from a website if they are unable to find quick answers to their questions. Let’s say you notice that your customer has been stuck on the pricing page for quite some time.
You can take this window of opportunity and use the ‘automatic triggers’ option that comes power-packed with most live chat tools. The idea is to send a proactive, customized message to the customer and qualify the lead.
Once the live chat functionality is done capturing useful data such as the customer’s contact number and their email ID, your live agents can ‘take over’. It will further personalize the customer experience.
Live chat can also be used to build a powerful and informative knowledge base . It answers any complex questions that the customers may have and ends the conversation on a more positive note.
As you can imagine, the customers don’t need to ‘wait’ to get their queries resolved. The advantage that boosts the user satisfaction manifold.
Picture 2. Paldesk knowledge base in chat
3. Gathering Leads With Omnichannel Chatbots
Customers have truly gone omnichannel in the way they shop online. What might start as a laptop browsing session for your product might end up with customers visiting the brand’s website on their smartphones.
Customers use various channels, both online and offline, to connect with brands and complete their purchase process. This is where live chat can be used effectively to gather leads in real-time.
Say your live chat functionality is integrated with Facebook Messenger. It would look something like this:
Picture 3. Original coast clothing example
Now, if your visitor is logged onto Facebook and clicks the messenger icon, you can capture the visitor’s information and kickstart the chat.
More importantly, even if the visitor isn’t logged onto Facebook, some live chat tools still allow you to capture your lead’s information, ensuring that you never miss out on any contacts.
The benefits of having an omnichannel live chat integration across your website and social media channels like Facebook, Whatsapp, etc., are many. You can:
- Monitor your customer’s purchase and communication history across channels.
- Capture critical customer information from their Facebook profile (think: name, location, email, contact, language, and so on).
- Engage in contextual and meaningful follow-up messaging and retarget lost customers.
- Drive humorous conversations to boost customer engagement:
4. Personalizing The Digital Customer Experience
Thanks to global brands like Netflix, Amazon, etc., customers are spoilt for choice when it comes to personalization. In fact, customers demand personalization in every capacity today – be it for marketing messages or even customer support.
So if you’re looking to take your website’s user experience to the next level, you should optimize your user experience by personalizing it. How can you do so? Here are some helpful hacks and tips:
- Set a different live chat widget for varying web pages such as pricing, contact, product, shipping, etc.
- Run personalized promotions based on the user’s past purchase experience, likes and dislikes, etc.
There’s no “one-size-fits-all” approach when it comes to personalizing your customer’s interactions on live chat. You can use emojis, playful content, witty and humorous responses, informative articles, etc. to reel your customers in.
The idea is to engage with customers in real-time and offer ‘real value’ in the form of personalized content via live chat to generate more leads.
5. Using Chat Analytics Effectively
The live chat allows organizations to capture varying types of customer data in real-time–from general conversations and tags to agent notes. There’s a plethora of information that can be used to build rich and relevant customer profiles.
This profile data can then be used to segregate the target audience and engage in targeted marketing. In addition to this, you can use the ‘chat analytics’ feature and collect information related to important touch-points such as:
- Understanding the quality of qualified visitors and leads
- Gauging the number of referring links, website visits, visitor location and time on site, number of chats, etc.
All in all, getting access to customer-centric data in real-time is a superpower that every business should have. The more tangible information you have at your disposal, the more informed and relevant your customer experience is going to be.
6. Using Pre-Chat And Post-Chat Surveys
For any live chat integration to be successful, it needs to be able to answer user questions effectively and in a timely manner. But how will you know what your customer wants if they’re just logging onto your website for the first time? This is where pre-chat surveys truly shine.
These surveys can be used to capture user information and get insights into what the users are looking for on the website. This information can be segmented and used for future conversations as well as marketing and sales campaigns. Here’s an example of a pre-chat survey:
Picture 4. Pre-chat survey by Comm100
Alternatively, you can also roll out post-chat surveys to get a sense of the user’s experience. It also helps to gather feedback on what can be improved. Here’s an example of a post-chat survey:
Picture 5. Post-chat survey by MobileMonkey
At the end of the day, using your live chat tool to collect real-time feedback and reviews and more importantly, act on it can turn out to be a game-changer for your business.
Long story short, on the customer side, live chat is a productive and practical tool that enables businesses to communicate with customers in real-time. This enhances the overall customer experience and reduces the churn rate. This is probably why 41% of customers still prefer using live chat for lead generation over other communication channels.
On the business side, it helps companies to extend an extraordinary customer experience, while capturing important leads to keep the revenue mills churning. Collectively, businesses can boost their conversion rates and sales, while building an army of loyal and trusted customers through cost-effective means.
All things considered, clearly, live chat is no longer an optional functionality. With its multi-functional benefits, it has emerged as a necessity for businesses looking to have the edge over their competitors. Thoughts?
Ashwini is passionate about Business, Entrepreneurship, E-commerce, emerging technology and Digital Marketing. She is working with Acquire as a digital marketing expert. Ashwini is a free soul and adventurous scholar who spends her free time with herself, loved once, music, as well as watching & playing sports. Ocean addicted and on roads being a thrill-seeking traveler to get new experiences as she looks at life as our very own works of art.
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