25 October 2018

Old channels of communication and the future

We collected the market analytics of all the online assistants for the website and arrived at the conclusion that all of them just repeat themselves.

No wonder that more and more articles about chat inefficiency appear over the Internet. This is not exactly an objective opinion. It is most likely their working principle that is outdated.Large companies have already felt changes on the market and use new solutions, as Nike does.

Unfortunately, other companies stay behind. Many of them have to give in to promotional offers because there are a lot of articles, which describe obsolete solutions.

The past

The market needs new solutions that lead a user at all stages of the purchase funnel.

Traditional chats do not work anymore and pass into history. Many companies take advantage of this opportunity and publish interesting content offering their own, allegedly right solutions.

I don`t mind chat services but why haven`t they been developing for so long? Every product hastobe developedand improved.

What new instruments for customer processing are available at the market? Let’s see.

The present

Online chat, feedback form, phone number, E-mail, social networks.

Now let’s count how much time does it take that a customer order or buy a product via the above-mentioned widgets.

Recently we have done a crash test of companies on the connection speed with a potential customer, you can read it here.

The chart clearly shows that the fastest contact with your company is when a customer uses the callback.

So what is better – chat or callback?

At websites where clients can ask precise questions (and, of course, receive precise answers) a chat can be more preferable.

If a customer can`t formulate a clear question or doesn`t know what to ask specifically it`s better to use the phone.

We conducted several marketing researches on our customers and thousands of A/B testings and found out that for some reason 70% of people leave a site within 20-30 seconds.

Therefore, it takes around 30 seconds for a visitor to decide on whether to stay on the website or go to another one.

Moreover, analyzing results, we noticed a surprising relationship between a call to action and a conversion rate.

Here come the results:

“Leave a request, we will call you back in 20 minutes!”: 11.3% conversion rate

“Leave a request, we will call you back in 15 minutes!”: 12.6% conversion rate

“Leave a request, we will call you back in 8 minutes!”: 13.9% conversion rate

“Leave a request, we will call you back in 2 minutes!”: 18.5% conversion rate

It turns out that the quicker we promise a visitor to call back, the higher the probability that a visitor will leave a callback request.

It became obvious that people are tired of online chats that takes their time, IVRs, busy telephone lines and long waiting for e-mail responses.

To meet this challenge, our customers have already started to install on their websites the callback button.

The development of means of communication in the nearest future

Definitely, this is integration between services and complex approach, which has to make it easier for your customer to leave his request as soon as possible.

Taking into account all the market of goods and services, all the number of customers that are able to formulate their question and of those who have difficulties in understanding what they want, is roughly the same.

Therefore, we foresee that very soon the new callback market will reach the level of the market of online consulting systems.

In turn, chats will scarcely develop any further; more likely, this market will suffer from stagnation for the next 18-24 months if nothing new is created there.

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