This document provides a step-by-step guide for using live chat to gain a competitive advantage over other online stores. It discusses targeting "relational shoppers", who represent fewer customers but more sales, profits, and repeat business. A 5-stage roadmap is outlined to expand live chat functionality from carts to product pages to the full site. Each stage involves preparing the team, optimizing workflows, and gradually rolling out new chat features to engage customers and drive higher conversion.

1. A Step-by-Step Guide To Crush
Your Competitors With Live Chat.

2. http://robinhq.com/guide/

3. “Conversations via Live Chat
will win the competitive battle
for independant online
stores.”

5. Key concepts
The Relational Shopper
The Human Conversation
The Roadmap to Great Conversation

6. The Relational Shopper

7. “Relational Shoppers represent a smaller
share of store traffic but a larger share of
sales, higher closing ratios, higher average
sales, and higher profit margins.”

8. Relational Vs Transactional

9. The Transactional Shopper
Focused only on “today’s” transaction,
thinking little about future purchases.
Fearful of paying more than they need
to.
Lovers of the shopping, comparing, and
negotiating experience.
Researchers — and not really
interested in the help of an expert.
Only going to buy when they get the
great deal they’re looking for.
Going to tell everyone about the great
deal they get.
Not dependable — they’ll leave the
instant they find a better deal.

10. The Relational Shopper
Today’s purchase is one in a series of
many future purchases.
Looking for the right place from which
to make their purchase.
Fearful of making a poor choice over
anything else.
Not enjoying the experience of
shopping or negotiating.
Looking for expert advice so they feel
secure about their possible purchase.
Going to buy once they feel secure
about their purchase.
Going to come back if in need for the
same type of product.

11. An eCommerce store’s BFF!

12. Spotting Relational Shoppers

13. The Human Conversation

14. The Commanders Intent

15. The 10 Steps of the Human Conversation

16. The Conversation Roadmap

17. A 5 Stage Roadmap
Stage 1: Preparing to win.
Stage 2: Conversation flow & backlog.
Stage 3: Live chat on cart.
Stage 4: Live chat on product pages.
Stage 5: Full site live chat.

18. Step 1: Set goals.
Step 2: Step up team soft skills.
Step 3: Set channel strategy.
Stage 1
Preparing to win

19. Stage 2
Flow & backlog
Step 1: Access & prioritize.
Step 2: Get tactical.
Step 3: Clear the backlog.

20. Step 1: Keep them in the funnel.
Step 2: Apply soft skills to sell.
Step 3: Learn from the
conversation.
Stage 3
Live chat in cart

21. Step 1: Smart placement.
Step 2: Manage team
expectations.
Step 3: Pilot active chat with rules.
Stage 4
Live chat on product pages

22. Step 1: Bolster your defense lines.
Step 2: Live chat on home page.
Step 3: Show the world.
Stage 5
Full site live chat

23. Why live chat again?
Many of bigger stores don’t offer it.
Consumers are lovin’ it.
It contributes to a more profitable store!

24. http://robinhq.com
Michiel Gaasterland
@MichielGaas
mg@robinhq.com
Feel free to contact
us. We love to help!