Being greeted by a sales associate is more pleasant than not being addressed. However, the interaction rarely goes beyond, “welcome in” and perhaps a “hello” back from the person browsing. It’s an impersonal, passive interaction because you know that’s what they say to everyone who walks through their doors.
Wouldn’t you be more likely to engage with the sales associate if the conversation was tailored to you? What if, instead of “welcome to Apple!”, they said, “how’s your iPhone 6 treating you?” (Yes, I have a 6. No portrait mode for me.) Or, “did you know that we have a new iPad accessory specifically for demand gen marketers?”
Now, compare this to the impersonal, digital buying experience. B2B marketers have realized the importance of having live chat on their site. Statistics show that, on average, only 2% of website visitors convert to an inquiry or sale. However, live chat can help this abysmal conversion rate by helping generate 4-8x more leads.
B2B marketers know that a website visitor who engages with onsite chat is more likely to result in a conversion. Now, they’re taking it a step further by dynamically changing a generic greeting to a custom one served to the right person at the right time.
Marketers are increasing engagement with live chat when the message is tailored to an attribute about the visitor. Visitors are more likely to respond when a chat prompt speaks to their industry or function.
Marketers are increasing quality of live chat conversations by choosing who should be invited to a personalized chat. It’s easy to waste time responding to chats with out-of-market visitors. Instead of greeting everyone who walks in the door, greet only those who fit an ideal customer profile.
Marketers are increasing conversions from live chat by choosing when to serve personalized chat. Most visitors aren’t ready to talk to someone after gathering only three seconds of information. Live chat is most effective when served on a second page in a session or even a second visit.
A large IT solution provider connected a messaging platform to the Bound personalization platform to serve a personalized live chat feature on their website. The company’s goal was to earn more qualified leads from live chat conversations.
First, they segmented their audience into key industries including finance, quality assurance, IT, consumer, consulting, and general traffic.
Chat icons and CTAs based on industry
Then, repeat visitors were greeted with an industry-relevant message in the chat box, leading to successful conversations 6 out of 10 times the personalized live chat was served.
Do you think you could generate more qualified leads from online chat? Contact us to find out how we help B2B marketers serve custom chat messages that convert leads faster.