Case Study — Improving The Digital Buyer’s Journey With Click-to-Chat to Increase Sales

“How do we ensure potential customers are getting their questions answered when and how they need?”

Consumer sites have had Click to Chat functionality for years, but this feature is just coming onto the scene for large enterprise/B2B sites. Research showed that the IT Decision Maker, a key b2b persona, preferred electronic communication when reaching out to a company for product information.

Emails were already operationally in place so executive leadership gave Digital Marketing the green light for a Click-to-Chat pilot across 12 products. I took the reins to lead the design and launch of this needed touch point in the buyer’s journey.

Actions

IT had the platform and technology in place, but we needed a very friendly user experience that showed the face behind the chat, illuminated the pre-sales team’s expertise, and ultimately led to sales accepted opportunities. To achieve these goals, I took the following steps:

• Reviewed competitor and consumer Click to Chat and analyzed the experience to find what worked and what didn’t to inform strategy
• Reviewed and analyzed customer journey research for click to chat and buyer’s journey best practices
• Created a strategy document that illustrated the ideal user experience
• Defined the key metrics that would show CA how Click-to-Chat qualified leads and led to sales-accepted opportunities
• Managed the analytics agency, data intelligence, and IT to complete all necessary attribution steps across measurement systems
• Led the UX design, business analyst, and visual designer in defining the user experience for Click to Chat
• Kick-started the operational process for a team of six customer service reps to use existing scripts to address questions received through chat
• Engaged with IT and the production team to launch the product across 12 products on Salesforce/Live Agent platform with correct attribution fields in place

Results

Six months later, the results were in for Click to Chat:

• The Click to Chat program has yielded a total of 1,900 leads and over 75 sales accepted opportunities in 6 months
• A 7-fold increase in conversion rates for net new leads to sales accepted opportunities from non-chat ones
• A decrease of 62 days in sales cycle time

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