Even with a new lease on life, Linens ‘N Things online faces a tough fight.
Click-to-call-back works better than text chat for boosting sales
For online retailers looking to increase conversions, click-to-call-back services are more effective than the typical text live chat service, says Ian Halpern, director of marketing for eStara Inc.
Chief Technology Editor
For online retailers looking to increase conversions, click-to-call-back services are more effective than the typical text live chat service, says Ian Halpern, director of marketing for eStara Inc., which offers both text-chat and click-to-callback services.
“What we have found through the analysis of our client experience is that when it comes to actual transaction conversion, there is a benefit to offering a click-to-call functionality to actually close the sale,” he says.
So effective is click-to-call back that eStara customer J. Crew dropped text chat service in favor of click-to-call, Halpern says. “Their goals were online transaction completion and online customer satisfaction,” he says.
J. Crew found that 75% of click-to-call contact is sales and order-related, eStara says. In addition, 84% of customers using the service said it greatly or significantly improved their online shopping experience.
Continental Airlines has had similar results, Halpern says. Once Continental implemented click to call, it experienced a conversion rate of 35%, double its traditional inbound telephone sales conversion rate, eStara says. It also had a 25% drop in web site abandonment from strategic areas of its site.
However, text chat does have a place in retailers’ customer service programs, Halpern says. “It’s particularly good for when there’s a lot of technical information that can be preloaded and sent as kind of a canned response,” he says.