How To Know If Your Chat Tactics Are Producing Results
We’ve been talking and writing a lot about chat lately given the new buyer journey and how important speed is in taking care of new visitors and prospects.
It’s also smart to make sure we’re tracking the performance of our chat channel as a broader contributor to overall lead generation, the creation of sales opportunities and new revenue generation.
As with most marketing tactics, a host of metrics provide a complete perspective on how this tactic is doing. It’s not all about leads generated. While that might be an important metric, others give us equal insight into how the execution is performing.
Here are some of the key performance metrics we keep an eye on when it comes to chat. You should consider watching at least a handful of these to get the insights you need to create ongoing action plans and optimization of the chat experience on your website.
One note on user metrics is that you will likely have to consider the types of chats you’re counting. For example, we get chats related to open positions, chats related to selling us stuff and chats related to general business outreach.
While these are minimal (less than 5% of the chats), they still inflate the actual directed business performance and need to be removed from our numbers. You might have to make a similar adjustment in your user-reported metrics.
While the above metrics help us with the execution part of deploying chat, we also need a set of more strategic metrics to ensure chat is delivering value across the business. The reason we deploy chat is to generate more leads, more sales opportunities and ultimately month-over-month revenue growth.
One more metric that you might want to consider is the following.
If you want even more metrics to consider, or if you want a more comprehensive perspective on chat metrics, check out this website.
All in all, we’ve seen an amazing lift in key metrics when clients turn on their chat tools. We’ve seen even more lift when they work to optimize that experience over time. The ability to start using chat on only a handful of pages or in selected situations on the site, and then building it out over time, makes chat a dynamic option for lead generation that should be a part of almost any company’s website.