On the surface, one might think that website chat systems are very straightforward, that they're all pretty much the same. They're not the same and with one of the three most important components, the differences can be huge.
When analyzing the effectness of your chat system, it's easy to see if something is working or not. It's harder to determine what to do to make it work other than to pick a different dealer chat provider. Here are three things to consider in your chat strategy when making decisions:
- Placement Counts - There are personal preferences about where to place chat buttons and calls to action. Some like going big with prompts that encourage interaction and buttons available throughout. Others like to put a little button at the top of the page and leave it at that. We believe strongly in encouraging website visitors to chat with you. They'll fill out a form or call you based upon their escalating needs, but sometimes getting them to talk to you in the first place takes prompting.
- Scripts and Integration Help - Most of the questions that come over chat have been asked many, many times before. There are certain talk tracks that can be inserted into a chat box that has been shown to be most successful to help your website visitors and encourage further interaction. Also, having the ability to quickly send them a CarFax or an Edmunds vehicle report gives you the ability to be exceptional for your website visitors above and beyond the last website they visited or a competitor they'll go to in the future.
- Be Present at All Times - The most appealing part of chat for most of your website visitors is the real-time interaction. It's not like a form that can take time to respond. Having your chat available 24/7 has been shown to dramatically improve how your website visitors perceive your ability to serve them, not to mention it increases leads.
It's in this last one that chat companies differ in opinion. It's easy for me to say that 24/7 is important since that's what's offered by my company, but the data has shown that beyond a shadow of a doubt people are using the internet at night. They're on your website at all hours. They're on your website on weekends. Don't fall for the pitch that people only go to your site around business hours.
If you know these three things, you'll be able to determine how to make your chat service more productive and efficient. It's all about results.