Out with the old proactive, in with the new
It’s time for spring cleaning, so out with the legacy technology, in with modern, proactive customer engagement. eCommerce customers are chasing the “new” constantly. Can your digital storefront keep up?
An eCommerce customer study that covered spring 2017 data, the State of Online Retail Performance Report, published by Akamai, shows just how fickle mobile customers are. Here are two takeaways:
- Half of the users sampled in the report were browsing via mobile, but only one-fifth were making purchases.
- On mobile, a two-second increase from ideal page load time was correlated with a 51% decrease in session length and a 109% increased bounce rate.
This is why all user experiences, not just the loading of pages, within your site must be struggle-free. Customers could spend just a few frustrated seconds stuck in trying to browse items or make a purchase on your website before deciding to spend their money elsewhere
Consumers have more digital options than ever, and with web users across all devices only giving retailers a few seconds to catch their attention, engagement is crucial for any storefront.
Traditional customer engagement is meant to solve support questions, but the latest engagement technology can boost the value of your customers. Continue reading for valuable data from Moxie Insights on how digital engagement drives key retail metrics.
NOTE: This analysis and more is available in video form as a webinar from Moxie Insights.
Digital engagement benchmarks
This infographic based on aggregated customer data reveals how Moxie Concierge, Moxie’s customer engagement suite, impacts the key metrics for eCommerce sites. Digital engagement through multiple channels (Concierge combines live chat, email, and contextual guidance) is shown to:
- Increase Revenue per Visit (RPV) by 212%
- Increase Conversion rate by up to 40%
- Increase Average Order Value (AOV) by 61%
- Drive Shopping Cart Uplift of up to 200%
For retailers, the importance of these interrelated statistics is clear. Any customer engagement will have some effect on these numbers. Let’s see how proactive, contextual customer engagement such as Moxie Concierge goes beyond the traditional approach.
Proactive vs on-demand
What kind of engagement is best for your eCommerce site? On-demand and proactive engagement both have their place, but proactive engagement is a better driver of value.
On-demand: the old “proactive”
The traditional engagement model is generic and lacks personalization. It looks something like this: A model agent wearing a headset invites the user to start a chat with a catch-all offer to “answer questions” or a canned phrase such as “How can I help you today?”
The traditional models of chat may claim to be proactive, with the invitation popping up at opportune times, but these are really an example of on-demand engagement, which offers users nothing of value unless they choose to take action and engage with an agent.
General on-demand engagement is appropriate in many instances, such as when a customer first visits or begins to explore your site, but it’s not enough by itself.
The new proactive
Truly proactive engagement is more contextual, personal, and flexible. It addresses specific customer questions with relevant information pop-ups. Ideally, the customer’s question is answered before they even reach out and ask it, but if not, the engagement offers the customer their choice of on-demand channels to follow to get an answer.
Proactive engagement is much more effective than on-demand at improving conversion rates and shopping cart uplift.
Most dramatically, Moxie Insights found a 200% increase in shopping cart uplift from proactive engagement with Moxie Concierge, when compared with when no engagement was used. The uplift was just 60% when only on-demand engagement was used. Conversion rates increased by 40% and 25% with proactive and on-demand respectively.
These numbers represent the multitude of customers having struggles on your website. Maybe it’s because they can’t figure out how to complete an order, want to get an item in a different size or color, or want a similar item because the one they’re looking at is out of stock.
All these situations can be effectively solved with proactive information pop-ups and chat invitations, each contextualized based on sets of rules that determine what the customer is doing and what he or she might be struggling with.
Solving product struggles isn’t the only thing that drives value. Let’s see what specific situations have the highest impacts.
Where to target value, engagement, and conversion
Here’s where Moxie Concierge’s multi-channel approach has the highest impact on value, engagement, and conversion:
Moxie Concierge has the highest impact on value during product selection assistance, and here’s how:
Cart uplift happens not just because customers struggles are solved. If a user connects to a chat agent to help with their problem, the agent has the opportunity to upsell or cross-sell.
In this way, agents have one foot each firmly planted in support and sales. For example, a clothing retailer agent can see that a customer is looking to purchase a pair of jeans, and can offer the customer advice on a shirt or accessory to go with it to “complete the look”.
Customers can be targeted in this way by looking at the number of products they are viewing along with the specific products being viewed. These data can be used to create a custom engagement that hits at just the right time.
Customers have been found to be most likely to engage when they are need assistance in struggle events such as:
- Account problems, such as incorrect login details or blocked accounts
- Errors when applying promotional codes
- Lack of information on support pages
On-demand engagement is something customers will demand when they’re in one of these traditional customer struggles.
Moxie Insights statistics on email and live chat use cases show that 80% of live chat sessions concern pre-sale issues, while 80% of email inquiries are post-sale.
Contextual pop-ups offering chat assistance on failed logins or error messages can take advantage of that demand in seconds, and so can chat deflection on your website’s contact page.
Shopping cart abandonment rates are at an all-time high, and providing customers checkout assistance in that last crucial step before they make a purchase contributes most to conversion rates.
These can be situations where the user backs out of the payment phase for an order, or enter an expired or invalid promo code.
So, give customers contextual guidance that, for example, provides a valid promo code, or answers question about taxes or other fees that customer might not have been expecting.
Reduced contact center costs
Not only does proactive, contextual engagement increase customer value, it also reduces support costs. Chat agents can handle multiple chat sessions more efficiently than 1-on-1 phone calls. Contextual guidance and self-service promotion also decrease call volume.
- Agents handle average of 2.5 concurrent chat sessions
- 50% increase in self-service use
- 13% decrease in phone call volume
The data on digital engagement benchmarks from Moxie Insights show the effects of Moxie Concierge, Moxie’s customer engagement suite.
Moxie Concierge delivers a truly omnichannel solution with a unique blend of contextual guidance, email, and live chat capabilities. Moxie’s superior customer engagement technology integrates seamlessly across all platforms, on websites and apps, right out of the box.
Click the Concierge service bell on the bottom right of the screen to learn more, request a demo, or chat with a Moxie agent.