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Sunday, 12 February 2017

Make 3x more sales leads from your website? Read this interview!





Many of my clients wonder from time to time why so few visitors actually fill in their contact forms. The average seems to be around 1 out 200 – 0.5%.

That is really odd as website visitors have a reason to visit it. Even email marketing campaigns have an average conversion rate of 1% - double amount of what contact forms of websites of my customers are receiving.

I am a bit puzzled about it, but luckily, I know Christian Dillstrom, a good growth hacker.

Let's ask him what to do about it!


WHAT IS THE FASTEST THING TO DO TO COLLECT MORE SALES LEADS FROM A WEBSITE?
Pro-active live-chat as it will collect much more sales leads than any passive form or even passive live-chat.

There are many other things you can do to improve sales leads conversion of a website, but this is the fastest and easiest way towards that.

Also, I would personally never do a web site without pro-active live-chat as we ourselves make couple million extra sales every year because of it.

Many of our customers have actually confessed later on that it was our pro-active live-chat that made them start talking with us. All other materials made them consider our services, but the polite pro-active live-chat was the last needed push.


WHY WOULD PRO-ACTIVE LIVE-CHAT COLLECT MORE SALES LEADS THAN A FORM?
People like people and no one likes forms. Your customers' web site forms are filled in by 0.5% of visitors, so it is obvious they are not delivering results.

Unless you start doing something different,
how could your results improve?


WOULDN'T PRO-ACTIVE LIVE-CHAT ANNOY VISITORS?
If you pro-actively start a polite chat that will suit the situation or your webpage in question or at least your brand, it will not annoy visitors.

Things done with a good taste never annoys receiver.

Of course, you need to communicate like you would in the same situation in off-line store – so stay away from any brand statements or marketing campaign slogans.

Always chat like you would communicate with any acquaintance.


WHY DON'T YOU LIKE LIVE-CHATS THAT VISITOR NEEDS TO CLICK OPEN?
Reason is very simple – I like sales. Pro-active live-chats, when done correctly, make a lot of money for businesses. There are also other ways to boost sales with pro-active live-chats that do not exist for passive live-chats.

By passive live-chats I mean chats that visitor has to click open to start chatting.

I guess purpose of passive live-chats is to lose sales
and offer not so good customer service?


WHAT DO YOU MEAN BY ”OTHER METHODS TO BOOST SALES WITH PRO-ACTIVE LIVE-CHATS”?

Firstly, pro-active live-chat is already open, so you can say there interesting things related to actions visitor takes on a website. I.e. the webpage where he just arrived, something he has just clicked, even if his mouse is top of something for a long time. The new message will get visitor's attention but will not startle them like launching a new chat window would.

That feature can be used to generate a lot of sales.


Secondly, you will know what interests’ visitor and you can offer, something extra about it, like video, PDF etc. in exchange for visitor's email address and other contact details. Again, if done correctly, it works great – we used this method to collect over 4 million email addresses of LinkedIn article readers who liked my articles to receive notifications of other LinkedIn articles I like.

Using pro-active live-chat this way will generate you
a very big marketing database to generate future sales.

Of course, you can only do it with a good taste and following all the local legal requirements.


Thirdly, you can set Facebook or other sharing competitions into frame of your live-chat window. For example, we have a Facebook-button at the bottom of our live-chat window and we ask our visitors to take part of our video sharing competition.

Every visitor who takes a part in our competition, will generate us over 1000 video views in Facebook endorsed by our visitor and his friends within the next 60 minutes.

That is also a good sales booster and
it is easy to make that happen among casual chatting.


Lastly, you can also try to activate the passive visitors who have not responded to your pro-active chatting. If done with a good taste, it does not annoy anyone. We have found out that identifying what the visitor is doing and having chat actions related to that works best.

First step is to make 'right noises' of a visitor's interest, second is to offer links to extra material about the visitor's interest, third one is to offer direct connections to a person in your company knowing about the visitor's interest and lastly a purchase incentive about the visitor's interest.

Of course, best action plan varies from company to company,
but the main thing is to see that sales lead conversion of
a web site can be multiplied by 3.


WHAT HOURS SHOULD PRO-ACTIVE LIVE-CHATS BE OPERATIONAL?
That's easy – all the time when people are visiting your website. If you do global business, 24 hours a day. If your business operates in one or just a couple nearby time-zones, usually 15 hours per day is enough.


HOW ABOUT WEEKENDS AND HOLIDAYS?
Whenever your website has visitors, you need to respect them with the service.

In our research, we have found out that there is a growing number of people that dislike the websites without live-chat as they want to get answers to their question immediately.


CAN'T WE JUST TURN ON ”WE ARE OFFLINE - PLEASE FILL THE FORM” -MODE?
You can if you don't respect your potential customers and you really do not like sales.

Your visitors made an effort to come to your website
and you are not respecting them with the service.


What is more annoying: You go to company webpage, see they have a chat service but is not available! Am I not a important enough to be served?  Would you like that yourself?

I would just take my business somewhere
where my efforts to buy are respected.


WHEN CAN I HAVE ”WE ARE OFFLINE - PLEASE FILL THE FORM” -MODE ON?
The only exception to ”respect your customer” -rule is when most of your customers are expected to be in sleep. That is the time visitors do not expect to get service.


SO, PRO-ACTIVE LIVE-CHAT WILL EAT A LOT OF EXPENSIVE WORKING HOURS?
Let me give you a bit of perspective on this – how much more sales would 3 times more sales leads generate for your business?

I just talked with a CEO whose business lost €60,000 from a single visitor of their website because they did not have pro-active live-chat on.

Can you really afford not to have pro-active live-chat on?


HOW DO YOUR CUSTOMERS HANDLE THE PROBLEM OF EXPENSIVE WORKING HOURS PRO-ACTIVE LIVE-CHAT REQUIRES?
Some have just understood that pro-active live-chat is really part of an effective sales team and part of a good customer service at the same time.

Therefore, they do not see cost of working hours
pro-active live-chat requires as a problem.

Some outsource the work for companies that handle the chat for them. We for example handle chats in 130 countries and in millions of web pages. It is not our core business, but we do whatever is needed to boost sales of our customers, and therefore we do it for €5 per hour including everything.


IS THERE A CHAT SERVICE YOU RECOMMEND?
There are so many different services that each offer different options, so it really depends on your business and what you need.

Therefore, my advice is to first think what your business needs and after that to research which chat service can cater to that.

I would strongly advice to stay away from passive live-chats
as why lose sales if your business do not have to?


WHAT NEVER DO WITH PRO-ACTIVE LIVE-CHAT?
Never lie! This happened to me couple of times, and I have not gone back to those businesses and I never will. It is because human touch makes it personal, so lying becomes personal too.

We have also verified that in our test; making things personal increases sales but being dishonest will anger people.


- - - -


So, that was my interview this time – at least I have now something new to tell my customers how to increase sales lead collection of their websites.

It will be interesting to see what kind of live-chat solutions they will implement and even more interesting to see who dares not to have live-chat at all.