Part 2: Keys to Effective Targeting with Live Chat
As we mentioned in part one of this series, the best live chat features are optimized across four key pillars: targeting, testing, engagement, and measurement. Today, we will explore whether targeting, or lack thereof, may be holding you back from achieving the highest return on your live chat investment.
Miss out on part one of this series? Start here. Ready for more? Read on!
First, what is targeting?
Targeting is a discipline often used in marketing that uses a strategic set of criteria to trigger segmentation of a group from a general audience in an effort to deliver more personalized experiences and achieve better results. Rather than wasting time on engagements that are unlikely to yield results, targeting allows you to optimize your efforts and prioritize engagements that are more likely to help you achieve your goals.
To pursue or not to pursue? That is the question
When it comes to targeting for live chat, the best opportunities are generally those that are in alignment with the company’s revenue and product strategy and warrant the investment of time and resources based on a high likelihood of conversion. Unfortunately, with more than 50% of all site visitors being anonymous, identifying these ideal opportunities to engage is easier said than done. As a result, more than 50% of all chats come from unqualified leads, causing wasted time, less-than-ideal results, and frustrated sales teams.
As demand for a more personalized digital experience continues to gain traction, the need for strategic visitor segmentation grows. But striking the delicate balance between offering personalized experiences and exhausting internal resources can be a challenge. While businesses need to find a way to identify and prioritize the best chat opportunities while keeping time and resource spend to a minimum.
This can be done using three key steps:
Step one: Know your site visitors
To effectively target site visitors, you must start with an in-depth understanding of who they are and how they prefer to chat. By leveraging visitor attribute data, you can more easily identify those that fit into your target audience. This will require a tool that helps you collect dynamic visitor data in real time.
Step two: Gauge interest and opportunity
To trigger chat segmentation, you’ll need a way to measure the level of interest a site visitor has in your business based on behavior and potential opportunity for your business. Advanced analytics tools capable of processing data and analyzing behavior based on engagement can help you determine which visitors can be profitably engaged. This type of insight can help you prioritize your opportunities and, if necessary, redirect your time and resources where it is most needed.
Step three: Measure performance improvement
Not all live chat opportunities are created equal, and some are associated with higher revenue lift than others. To identify your ideal target, you’ll need to find a way to leverage the information gathered through targeting to improve future performance. This is typically achieved through attribution which will require a way to link chat technology to whatever you use to take action on targeting logic. By measuring the performance improvement associated with each visitor type, you’ll gain key insights to inform your future segmentation strategy.
To understand the true power of an online chat feature, you must start by prioritizing the best opportunities through optimized targeting. Have questions about this? Reach out to our team of experts today. Or, stay tuned for part three of this five part series where we will explore the keys to effective testing.