Tag Archives: #c4b.live

10 Point Guide for Optimising Chat in your Sales and Marketing Strategy

This article follows on from “why chat? The essential reasons why you need chat on your website”

We have described the power of making your website interactive and why that leads to increased sales. Just loading chat to your site is not enough and can damage your brand. Here is a 10 point guide to getting your chat service right.

1)     Get your website noticed.

2)     Answer every chat

3)     For sales, steer clear of bots

4)     Privacy

5)     Establish the reason for the chat

6)     Gather contact details early

7)     Keep the conversation flowing

8)     Know your subject and understand the customers needs

9)     Agree next steps

10)  End chat and Follow up immediately

 

1)     Get your website noticed

Getting your website noticed has spawned it’s own an industry. This summary merely attempts to provide a brief overview.

Websites are like shopfronts; they need footfall to be effective. Every good web designer will know how to provide the metrics you need to know if your website has that footfall. The majority of our clients use Google Analytics which enables them to know how many visitors they are getting over a period of time. There are also tools that can analyse the web traffic of your competition so you can compare.

This footfall is generated in a number of ways.

Organic traffic is a term used to refer to visitors who have landed on your website as a result of unpaid searches. They tend to come through search engines such as Google and Bing and are not referred from another website. The algorithms used to find your site use various methods of ranking but generally if you have a good design, good content, relevant keywords and add fresh content regularly to your site, you will improve your relative rankings over time. This is not a quick fix.

Improving your ranking is known as Search Engine Optimisation (SEO). Your web designer can provide more detail as to how you rank now and what you can do to improve. If you’re hands on, there are tools available that provide a checklist of tasks to improve your score.

Registering with industry sites and business directories will assist SEO and may generate immediate results.

There is a lot more to SEO and if you need help, please contact the team at c4b.live

For immediate results, you may consider Pay-Per-Click advertising (PPC). Most common is Google Ads. By paying the PPC provider, you can put your company at the top of a search. If someone clicks on the link to your website, you will pay for that click. Again, it’s not straightforward and an industry has built up around creating PPC ads.

2)     Answer every chat

Users love chat when they get an immediate response. However, many websites have chat that is unattended and unmonitored. Seeing a chat widget raises the prospects expectations and a poor experience can be a damaging first impression. Generally, no chat is better than bad chat.

3)     For sales, steer clear of bots

Chat bots can work well when assisting an information search or routing visitors to other destinations. However, similar to IVR (Interactive Voice Response), it is important to keep it simple and avoid too many options. Website visitors have choice and it’s important to make the experience as positive as possible to keep them engaged with your chat service.

4)     Privacy – be clear about what you’re doing with the data

Trust is key to selling your product on the internet. Add a privacy notice to explain what the visitor can expect their data is to be used for.

5)     Establish the reason for the chat

It is important to establish early on whether you can help the website visitor. If you are focussed on sales, capturing a visitors details before finding out they are carrying out market research can be frustrating

6)     Gather contact details

A great enquiry is worthless to you if you lose contact and are unable to follow up.

7)     Keep the conversation flowing

Ideally, a hot prospect should be handled whilst they are online and in buying mode. Taking a message and telling them that someone will get back to them at a later stage is not what they expect. If you can persuade them that they are talking to the right person, you can help them end their search then and there.

8)     Know your subject and understand the customers needs

The best people to sell your product are your sales team. They have access to relevant and current information, and they know the details of the product and the company. If you use a managed chat service, ask if your sales team are able to join a chat when a hot prospect has been identified. Otherwise, ensure they know enough about your business to competently assist a prospect.

Almost all private enquiries will be part of an emotional, high involvement decision. Building trust and rapport is key. Asking open questions and listening to your customer is crucial. Help them to see that your product fits their needs.

9)     Agree next steps

You may have had a great chat lasting 15 minutes with 40 interactions. However, Chat is unlikely to be the final step in the sales process. Ideally, you will have built enough trust and rapport to book a visit or a viewing to move your prospect along their buying journey.

10)  Wrap-up the conversation and Follow up immediately

Confirm your agreement from step 9 with a follow up e-mail. Most chat services will have the option of a chat transcript. Attach that to an email as a reminder of the chat and the agreements.

Summary

Web chat can be a great sales tool. Outsourcing the service is an efficient and inexpensive way of extending your sales team. Most Managed Chat Services use software designed for support purposes and are lacking in a few key areas. C4B Connect is designed for sales. Simply by clicking on a text or an email, your sales team are able to connect directly to a well-qualified online visitor. Wrap-up emails and transcripts are all automated. Put simply, we qualify; you sell; we wrap-up.

For more information, contact James Lloyd on 07710 311577; james@c4b.live or chat with us at c4b.live.

A Brief History of the World Wide Web and why it matters to your online investment

We all know we need a website, but why? And why is it not generating sales?

The early days

The world wide web went live in August 1991 with the first website (W3 Project) being published by CERN in 1992. The 90’s saw some commercial use of the internet. Companies such as MTV were able to pay the significant costs involved in simply putting a landing page up.
The decade ended with the markets pricing in huge upside potential of the internet for investors and the dotcom bubble formed and burst. The NASDAQ grew from 2000 points to almost 5000 points in 2 years and back down to 2000 points the following year.

This was not necessarily irrational exuberance on behalf of investors. Many dotcom companies with great products went out of business due to lack of cash. (The NASDAQ now sits in excess of 12000 points).

From a sales and marketing perspective, the problem in the early noughties was simply a question of timing. Customers had slow internet speeds, they had to connect using a desktop computer and web pages were static. The User Experience was unattractive, inconvenient and was not interactive.

Web2.0 – the communication explosion

By the late noughties, Web 2.0 had provided interactive sites, the internet had gone mobile with the launch of devices such as Blackberrys, the Nokia Communicator and later, in 2007 the iPhone. Social media had provided a reason for customers to connect to the internet many times a day. The big question towards the end of the decade was how to monetise social media. The Facebook platform had 600 Million users and by 2014, one billion websites were online. The internet was the most convenient place to research pretty much anything, including purchases.

This background is important to current online sales and marketing strategies. The fundamentals of human behaviour have not changed. We want convenient, attractive and interactive experiences. The majority of websites offer the first two of these but do not provide the interaction that made the social media platforms so successful. To use a high street analogy, the shop is displaying its goods and services but there is nobody at the counter. This is fine for low involvement self-service purchases. However, when the customer wants help to make the right decision, they are left to continue researching elsewhere.

Corporate Websites

“They can leave their details” I hear you say. They can, but more often than not, a customer will move onto your competitors website before they consider offering up their contact details. Internet users are fearful that data collected by app or webform will be used for other purposes. Topically, 84% of UK citizens believe their contact tracing data will be used for other purposes. (uktechnews.co.uk)

“We offer a phone number they can call.” Millennials hate phone calls. They find them invasive and “In a world where their messages and emails and DMs pile up, they are at least afforded somewhat of a buffer when given time to respond on their own terms” (forbes.com)

“What about adding a chat service? The social media companies offer messaging services to their users. And chat can be retro-fitted to any site. Problem solved!” …not quite. A bad chat service that simply sends an email to the company or worse, does not get answered, can do harm to your brand. Unfortunately that is what managed chat services offer today.
There is a solution to this problem, developed in the UK specifically for selling high involvement services to online visitors. Herefordshire based c4b.live provide a software solution and reception team that qualifies visitors to your website before paging your sales team to join the chat. There are no apps to install and no usernames to remember. Results have been outstanding with enquiries doubling and conversion rates increasing.

The Solution

Enquiries increase because it is convenient to launch a chat whilst researching. Conversions increase because it’s your team that sell your service. By capturing the visitor earlier on their purchase journey, it is likely they end their search and book a visit or a viewing. They have had a great experience, had their questions answered and have a next step to take. Their work is done!

C4B qualify more thoroughly than any other managed chat service whether or not your team are able to pick up.
Further, C4B guarantees that your online sales will increase by adding C4B Connect to your website. It will generate more leads and conversions than any other managed chat service.

For more information, contact James Lloyd on 07710 311577 or chat with us on www.c4b.live