Live chats cater to customers who want instant answers to questions about products and services and can increase online sales.
The average conversion rate across e-commerce sites is a paltry 2%. So how do online retailers turn the many browsers into buyers? By implementing chat, says Renato Sogueco, AAF, PFCI, vice president of digital strategy for BloomNet, who dives into this powerful function in the September/October issue of Floral Management.
“In the fast-paced world of online retail, customers value swift and effective responses,” Sogueco says. With chat, your staff can instantly answer common questions, like “What’s a good gift to send to a hospital?” or “What’s an appropriate-sized arrangement coming from a group of people?” It’s also an opportunity to help the customer select something tailored to the recipient’s personal style, or to suggest smart substitutions, such as chrysanthemums in place of dahlias for budget shoppers with a certain aesthetic in mind.
“Think of the last time you didn’t convert a sale with a customer on the phone,” Sogueco says. “It may happen, but not often. A chat session is a close equivalent to this experience with a customer.”
In fact, he adds, with the ability to send photos and links directly through the chat, “the virtual experience can be even more informative and engaging.”
For more on the benefits of chat, along with a breakdown of six of the most popular chat services, read “Get Chatty to Get Conversions” in the September/October issue of Floral Management.
Katie Vincent is the senior contributing editor for the Society of American Florists.
