Is Live Chat right for your website?

July 27, 2010 | Posted by Carolyn Pikoulas
A 2010 survey of Internet users focused on website Live Chat features. The report details the use of Live Chat with certain demographics, as well as how influential a Live Chat feature is for consumers to make decisions. Bold Software funded the blind survey of more than 1,000 U.S.-based internet users. Here are 5 key conclusions that can be drawn:

1. There is a relationship between live chat and certain demographics.
   Those who engage in an online chat are more likely to have higher household incomes, be older than 30, and be college educated.
   
2. Households with an annual income of $100,000 or more had the most positive attitude toward Live Chat.
   They trust websites with live chat, prefer sites with live chat, want chat to be available on all pages, do NOT want to interact with automated chat bots, and believe chat is more efficient than email or phone.
   
3. There is a widening gap in behavior between those who have chatted before and those who have never used this feature in the past.
   Those that have chatted before are more likely to indicate that chat influences them to buy; more likely to think chat is more efficient than emailing or calling; and more likely to select chat as their preferred method of communication. Additionally, the disparity between chatters and non-chatters indicates a deepening relationship between experiencing live chat technology and one's attitude about it.
   
4. Live chat continues to be effective for sales & service.
   The research shows that live chat is an effective channel for both new and existing customers. In the online retail shopping arena, a 15 percent rise was seen (since last year's report) in those chatters who say that they purchased as a direct result of their most recent chat session.
   
5. Fear of proactively inviting visitors to chat is unfounded.
   Many website owners are reluctant to proactively invite website visitors to chat for fear of turning them off. This research shows that the majority of consumers (52 percent) are receptive of invitations to chat.

The report concludes that a Live Chat tool is very effective during the sales cycle and has a loyalty effect among those who have experienced the technology previously. Although the report is mainly geared toward the retail industry, it's worth noting for Realtors and Builders who are trying to decide if having this kind of feature is necessary and practical for their business to assist its online visitors.