The Effectiveness of Live Chat Technology
This white paper contains results of a third annual survey, conducted in 2011, where 1,005 frequent online shoppers were queried about live chat technology with forward and additional analysis provided by Lauren Freedman, President of the e-tailing group. Her role was to validate the entire approach of this research by contributing third-party expertise in both instrument design and data analysis.
The goal of the survey was to answer these questions:
This year’s research also aimed to:
- Does live chat technology influence purchase intent?
- How effective (or annoying) is one particular live chat feature – proactive invitations?
- What kind of best practices can be gleaned and introduced from understanding the shopper’s perspective about the technology?
Table of Contents
- Specifically identify what percentage of the online shopping population prefers live chat to any other communication method, why and when they prefer it, and - if the population is big enough - to understand its demographic/psychographic profile
- To further understand shoppers’ reactions and attitudes to proactive chat in an attempt to elicit implementation best practices for the technology
- To re-investigate a discovery made in 2010 – the significant gap in attitudes about, and the likelihood to initiate a live chat session between chatters and non-chatters.
- To discover, from the shoppers perspective, what makes a chat session successful.
- To understand the behavioral and attitudinal differences with regard to live chat between American shoppers and shoppers from the United Kingdom
- INTRODUCTION TO THE 2011 EDITION
- The e-tailing group Effect
- Sample and Survey Instrument
- DETAILED ANALYSIS
- Demographics & Internet Shopping Habits
- The Preferred Live Chat Group
- Live Chat Technology
- Why is Live Chat Preferred?
- Situational Live Chat Preference
- The Live Chat Preference Gap
- Proactive Chat
- Non-Chatters and Chatters
- Live Chat in the United Kingdom (UK)
- RECOMMENDATIONS AND NEXT STEPS