Growth Through Conversation-Jeremy Tang, AreaTen
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Area Ten is a marketing technology and services company with 16 years of experience in search engine optimization, pay-per-click advertising, and conversion rate optimization. They offer a live chat service to help businesses increase engagement and sales. Live chat agents are available 24/7 to answer questions, and having a human element online can significantly increase interactions, leads, and revenue for clients compared to only using automated solutions or phone support. Case studies found live chat driving millions in incremental revenue for clients across industries.
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Growth Through Conversation-Jeremy Tang, AreaTen
- 1. © Area Ten Pty Ltd 2018 Commercial in Confidence Growth Through Conversation
- 2. © Area Ten Pty Ltd 2018 Commercial in Confidence • Marketing Technology & Services company • 16 years experience in Search (SEO & PPC) • 8 years experience in Conversion Rate Optimisation (CRO) • Servicing clients across Australia, US and UK About Area Ten
- 3. © Area Ten Pty Ltd 2018 Commercial in Confidence Where’s the toilet paper?
- 4. © Area Ten Pty Ltd 2018 Commercial in Confidence Hurry Up and find the Buy Button!
- 5. © Area Ten Pty Ltd 2018 Commercial in Confidence
- 6. © Area Ten Pty Ltd 2018 Commercial in Confidence I’m just looking for the toilet
- 7. © Area Ten Pty Ltd 2016 Commercial in Confidence© Greechat Pty Ltd 2018 • Be proactive to deliver at least 7 times higher engagement on a 24/7 basis • Have a dedicated team to ensure that the programme has the best chance of success and that the agents are KPIed against that success • Have a separate management team that overlooks the operation to ensure quality is maintained and the process is constantly optimised Keys to Live Chat success
- 8. © Area Ten Pty Ltd 2018 Commercial in Confidence
- 9. © Area Ten Pty Ltd 2016 Commercial in Confidence© Greechat Pty Ltd 2018 ROI is consistently delivered in the first month: •Global Appliances E-Commerce Store = $4K incremental revenue per day •Legal Services Company = 127% more leads compared to when managed internally •Global Serviced Office Corporation = $207K incremental revenue Results > Commercial
- 10. © Area Ten Pty Ltd 2016 Commercial in Confidence© Greechat Pty Ltd 2018 The Insights 70% of visitors don’t read your website 40% of traffic is after hours 50% of traffic is on mobile
- 11. © Area Ten Pty Ltd 2016 Commercial in Confidence© Greechat Pty Ltd 2018 The Insights > the silent majority
- 12. © Area Ten Pty Ltd 2016 Commercial in Confidence© Greechat Pty Ltd 2018 Results > Total Interactions Before and After Live Chat Typically overall interactions go up by 3-5 times. Most of these interactions wouldn’t have occurred without live chat Phone calls can go down by as much as 45% with introduction of live chat given it’s a preferred way of communication
- 13. © Area Ten Pty Ltd 2016 Commercial in Confidence© Greechat Pty Ltd 2018 • Objective: Build brand/product awareness, leads and customer engagement for over 150 print franchisees • Result: More traffic but didn’t convert to any significant increase in leads and customer engagement • The Epiphany: Need a human element to the online experience Case Study > Snap
- 14. © Area Ten Pty Ltd 2016 Commercial in Confidence© Greechat Pty Ltd 2018 • Result: $800K in lifetime revenue generated in first month through deeper engagement • Reasons it worked: – We only worked 9 to 5 – 1300 number drop off – Real Time Customer Service insights • How is Live Chat after 3 years? Case Study > Snap > Results
- 15. © Area Ten Pty Ltd 2018 Commercial in Confidence What about Chat Bots?
- 16. © Area Ten Pty Ltd 2016 Commercial in Confidence© Greechat Pty Ltd 2018 1. Visits don’t mean engagement 2. In an increasingly distraction prone/competitive digital environment, relationships are a sustainable way to grow an organisation 3. Growing relationships starts with listening when your customer wants to be heard Key Insights
- 17. © Area Ten Pty Ltd 2016 Commercial in Confidence© Greechat Pty Ltd 2018 Questions? Email: jtang@areaten.com Mobile: 0414 471 370 Visit: greechat.com
Editor's Notes
- Over the last 7 years we’ve either managed or analysed close to $100 million in marketing budgets. It worked but we felt that there must be a more intuitive way than effectively guessing what visitors needed to make them more willing to buy. big shopping mall. It has lots of people and lots of stores but on closer inspection there’s no one behind the counter.
- Mobile context supermarket. You’ve got lots of aisles you can go down that are clearly labelled such as fruit, milk, cereals etc. now imagine you had to merge all these aisles together into on long one that stretched a kilometre long with more signage so you couldn’t work out where everything was. That’s what the mobile browsing experience is like
- Once you find what you’re looking for it’s then difficult to transact. conversion rates on mobile devices are often a fifth of desktop. It’s our jobs as marketers to reduce friction between us and the customer.
- It was clear to us that we needed to inject a human element into the online experience through live chat. In the real world the majority of customer service is reactive style where you have to shout for attention. Exactly like David Jones, they’re there but not there.
- great retail experience. Immediately we though of Apple stores they reached out to you first without any prompting sets the tone because they put their best foot forward. most successful retailer in the world by revenue per square foot. Inspired by this we realised we need to make it easy for customers to interact with us.
- We shared these insights with our customers. Many of them to our surprise had actually tried live chat before so we delved into why they didn’t continue it and realise that these are three key pillars to Live Chat success. You need to be proactive as it delivers a 7 times higher engagement rate. This also needs to be done on a 24/7 basis because a lot of buying decisions are made after hours, particularly for higher value items and for B2B. Because engagement rates are much higher it’s critical to have a dedicated team. A standard client engagement for us includes at least 8 agents because we realised that this was the optimal number to ensure there’s coverage on a 24/7 basis with buffer for people getting sick and overflow. Management for Quality assurance and constant optimisation.
- We had a good idea on what businesses needed from a live chat perspective so we embarked on extensive research globally to find a partner who could deliver what was needed but we couldn’t find any which led me to create by 6th business Greechat, a global team committed to delivering an Apple store experience online 24/7. We were determined to help our clients grow by making them better listeners.
- The rewards for setting this up properly are compelling. Our clients consistently saw ROI in the first month as per the examples above. There’s also strong secondary benefits that shouldn’t be understated. Unlike other digital channels live chat can uncover not just what visitors are doing but also why are they coming to the site which is important for key insights into your market and how you’re positioned. You’ll never truly grow your relationship with visitors unless you actively listen to the questions they have, engage in a conversation.
- Fast forward 3 years and we run live chat programmes across a diverse range of industries and countries some key insights prevail. We have a more refined appreciation of why live chat can grow a business in such a short period of time. The reason being is that it addresses all these three challenges at the same time. 70% of visitors don’t read the website, no matter how well designed it is. It’s has less to do with the site and more to do with the visitor. They are constantly distracted doing multiple things at the same time, at work it’s deadlines and deliverables. At home you’re fighting against 2-3 other screens they are looking at. – by proactively saying Hi to visitors you snap them out of that Zone state. Secondly a large portion of traffic is after hours. Even if you have a phone number you’re not able to engage in a timely manner with 40% of the traffic, that’s a huge portion. – having a 24/7 operation fixes that. 50% of traffic is on mobile which as per previous point is very hard to find information and transact. – Live chat turns the browsing experience into a more intuitive conversational experience.
- There’s another key principle the silent killer of business. that we learned in that the customers who buy from us or complain to us are a vocal minority. The majority of visitors are passive and can’t be bothered interacting with you. I call this the silent killer of business because you’ll never know why they don’t want to engage with you. The only way to capture these people is to make it easier for them to interact with you by proactively approaching them.
- We can see this phenomenon in the data we’ve collected across our clients. We often see a reduction in calls to the call centre upon implementation of a full 24/7 live chat programme by as much as 45%. However even with this reduction when we look at the increase in visitor interactions with live chat we often see that total interactions go up by 3-5 times. This is clear proof that there’s a large portion of visitors who are keen to engage with the brand if you make it easy for them. Live chat is the preferred channel of interaction that is able to engage the silent majority. Effectively we were engaging visitors that were previously engaged and by doing so uncovering new relationship opportunities which led to commercial opportunities. I’d like to introduce you now to Raeleen Hooper the ex CMO of Snap Australia’s largest printing franchise with over 150 centres nationwide. She’ll share with you her first hand experience of the transformational impact of having a live chat team that actively listens and engages visitors.
- Whenever I talk about live chat invariably I get asked about Chat Bots and how they are going to take this over. Whenever I hear that I think of this poster for some reason. All I can say is that customer service is not one of those jobs. In fact one of the most common questions we get over chat is “are you a bot?” people are not stupid and I think it’s dangerous for businesses to confuse efficiency with effectiveness. There’s really no such thing as an efficient way to build a genuine relationship. It’s almost the antithesis of it and I believe customers are much more aware of this. People don’t build relationships with Bots.
- Visitors don’t mean engagement. Understanding your traffic doesn’t mean you understand your customer. To understand your customer we need Why data not What data and Why data only comes from conversations. In a distraction prone digital environment relationships are the only sustainable way to grow a business. S Growing relationships is about being there when the customer needs help and wants to be heard. As marketers we have to stop talking at them and start talking with them.