Posted by Thomas Haynes in Online Marketing
When we visited Hubspot’s Inbound Marketing conference back in October I was really interested to hear Will Critchlow from Distilled talk about Live Chat. Will said that using Live Chat helped Distilled to understand their user-base by interacting with them one-on-one during the early days of the agency. As well as giving them valuable insights this helped their potential customers to feel special – something which doesn’t happen so often online.
I was reminded of this when I noticed that Asos are running Live Chat on their site in order to let customers chat with a ‘stylist’ as shown in the image below.
How It Works
- While browsing the Asos site I noticed a small pop-up which offered to connect me to a stylist, all I had to do was enter my name and email address.
- Once connected I could see the name of my stylist along with an image of her. I then realised I would need to think of a question to ask!
- Once I had thought of a question the stylist came back to me with some suggestions. In this instance she didn’t share any specific items with me but no doubt she would have if I had asked.
How Could Live Chat Work For You?
Obviously Live Chat wouldn’t work for everybody but if you have the availability in-house to answer queries then it could be useful. Having a direct line to your customers will help you to qualify leads and speed up customer’s journeys through the sales funnel. People may not feel the need to dial your number to get an answer to their question but entering an online chat is a much easier process.
It’s also a great way to find out what is missing from your website – if everyone asks you about postage rates then you know that this information needs to be more readily available. If people are constantly asking which products go together then this information should be provided on your product pages.
The personal touch is really valuable and makes a customer’s visit remarkable rather than ordinary – I wouldn’t be writing about Asos today if they hadn’t offered me something above-and-beyond what other sites offer.
Posted by Optix Solutions in Company News, Design, Development
Your website might look great, but if your customers find it hard or confusing to navigate and use, chances are you will lose them to one of your competitors. After all, they’re only a click away.
The average visitor length of stay on a web page is just eight seconds. If a visitor can’t quickly find what they are looking for, or are not able to seamlessly navigate to the particular product or service they are interested in, they will end up looking elsewhere.
When we work on our own websites every day it becomes harder and harder to be objective about how it is to be a visitor to the site. We get too close to see the flaws.
At Optix Solutions we employ the very latest analytics technology to map and evaluate the user experience of clients’ websites.
We task a focus group of users with navigating their way to a particular product, service or page on a website, while a specially designed internal computer programme captures every on-screen action, every keystroke and button pressed. At the same time a camera records the website visitor’s facial expressions, actions and anything they say while they interact with the site. Finally, the focus group go through the same process on a competitor’s website. Their experience of navigating the two sites is then compared, providing invaluable insights into the strengths and weakness of each and what changes could be made to give your site that all important edge.
“It is really easy to make assumptions about how people use your site,” says Optix Key Account Account Manager Kristen Sousa, “but what seems crystal clear to you may not be to the visitor.
“We recently looked at a line of core products that were being promoted on a business’s site. While to the business owner each product had a slightly different offering they felt would appeal to different audiences, the truth was no one could understand what any of the products had to offer. Invaluable information for this business to act on.”
For more information on Optix Website User Experience Analytics services, contact us.