Callback or chat - which tool sells more efficiently

    Our company is quite popular both in the market of online consultations ( RedHelper ) and callbacks ( RedConnect ). Recently, we conducted a study in which we found in which categories of sites more customer calls via chat, and where visitors prefer to order a call back. Below I will talk about which tool to turn a visitor into a client works better and in what conditions.

    It's no secret that the outgoing year is difficult for many business sectors, the Internet sector is no exception. The proliferation of online consulting systems is approaching a state of dynamic equilibrium. Every day, several hundred new sites appear that the online consultant begins to use, but about the same number of sites with an already installed chat disappear. Moreover, the main reason is not that business owners are disappointed in this way of communicating with customers, but that companies no longer see themselves on the Internet market and cease to exist.



    RedHelper Online Consultant Paid Customer Growth Chart

    Previously, we predicted that the proliferation of online consultants will last 2.5 - 3 years, i.e. until about mid-2017. But at the beginning of the year, this area of ​​business reached the “plateau”. At the same time - about a year ago - during the growing crisis, callback systems became popular. It turned out that a simple button with the inscription “Call back in 30 seconds” is really capable of adding new customers. And even large companies, in spite of their slowness and bureaucracy, managed to quickly navigate and turn on these systems.

    Throughout this difficult year, callback systems are actively capturing the market at an ever-increasing rate. Despite its modest size, this small business is growing rapidly even in difficult times.

    And now not everyone understands which tool is better and in what conditions it should be used.

    What will the client choose - chat or call?


    A very common question from our customers is which is better. Chat or call?

    By breaking our customers' sites into categories and looking at statistics, a very interesting regularity became apparent.

    On sites where customers in most cases can accurately formulate their question (and you can answer it clearly and quickly as well), chat will be more popular. If the client experiences difficulties in formulating the question, or does not even know what exactly needs to be asked, then the call is more effective.

    A few examples. Take financial business - brokerage services, credit histories, trading. In these areas, the client is never completely sure that he has asked all the necessary questions - he needs an extensive consultation, which is very difficult to provide through chat. This means convincing a visitor to become a customer in this area is much easier by phone.

    At the same time, if an entrepreneur is dealing with goods of regular demand (for example, a flower shop), chat will be more effective. Most likely, customers will be interested in two or three small details - delivery schedule, payment terms, bouquet size, etc. All these questions can be quickly answered in the chat, especially since the operator can use pre-prepared phrases (the so-called “quick answers”).

    In general, the likelihood of buying through an online consultant is slightly higher, because when contacting a chat client already knows exactly what he wants - and only clarifies some points. For comparison with a real store - as chat users you can imagine those customers who immediately go to the shelf, take the goods and go to the checkout. And those who agree to dialogue after the phrase “Can I help you with something?” - most likely they will prefer the call.

    This, of course, is a very crude generalization, and there are frequent exceptions to this rule. In the end, a lot depends on your online platform and its specifics.

    I cannot but notice that in reality there are no sites where there is only one category of customers. The whole point is in their ratio. There will always be those who cannot clearly articulate the question, even if it is an ordinary shovel, and they will need advice by phone. On the other hand, a customer who is well versed in the product can always come to your site, who only needs to know the availability in the warehouse or, for example, the color of the goods - this is more convenient to do through chat.

    At the same time, there is a whole category of sites of the “border zone”, where the ratio of visitors is approximately the same - for example, the auto business or real estate.

    Communication development in the near future


    If we take the entire market of goods and services, the number of users who have the opportunity to formulate their question, and the number of customers who have difficulty in understanding what they want is about the same. Therefore, we predict that the callback market will reach equivalent distribution online counseling systems within a year. As for the chats themselves, it is now difficult to expect their growth, most likely this market will be in stagnation over the next 18-24 months.

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