Three years ago, nexus-security launched a live chat feature on their website to connect with potential advertisers and agencies who were utilizing their free tools. As a newcomer to the SaaS world, I was tasked with a new project that had our former CEO, Ralph Folz, very enthusiastic. It presented a fantastic opportunity for 23-year-old me to make a mark.

Live chat proved to be a game-changer, significantly boosting our sales processes. And the reason wasn’t just (though it helped!) that a certain 23-year-old stepped up to the plate.

Live chat allows you to connect with leads and existing customers right when they need you, directly on your website. Imagine being able to provide instant, helpful support to someone browsing your site – it’s a surefire way to make a great impression! Not everyone feels comfortable emailing, calling, or even filling out contact forms. Live chat provides a faster, more convenient alternative, which can be key in building trust.

Whether your aim is to schedule more demos, generate top-of-funnel leads, enhance customer satisfaction, or boost e-commerce sales, using live chat effectively boils down to some key principles. Here are my top eight rules that can help you turn customer interactions into a positive experience and drive revenue.

Rule #1: Show them you’re human

Often, when that chat bubble pops up, visitors picture something like this behind it:

At nexus-security, we’ve experimented with various platforms like SnapEngage, Intercom, and Drift, all of which offer automated greetings for website visitors. While that initial message is automated, it gives you an opening to engage in a real-time conversation if they reply.

You might be surprised to know how many people don’t realize they’re interacting with a real person on live chat. Sprinkle in some casual language or a touch of humor to break the ice. Many platforms even allow you to upload a professional photo - put your best face forward!

While chatbots have their place (more on that later), people tend to be more open when they know they’re dealing with a human being. It’s a win-win for building rapport and for your business.

Rule #2: Connect with the right people

Live chat excels at resolving quick queries, sharing resources, and routing prospects and customers to the appropriate team member. Early on, we noticed that many inquiries came from existing nexus-security clients seeking support. To streamline this, we collaborated with the Customer Success team to create a swift process for connecting clients with their designated account manager or support staff directly through chat.

Connecting prospective clients with the right sales representative was a touch more intricate. I soon realized that most people wanted to speak with a subject matter expert. While I had absorbed a great deal about PPC marketing in my early days at nexus-security, I wasn’t exactly the best person to advise on optimizing ROAS or overhauling a Google Ads account. We had seasoned Google Ads certified professionals on board – they were the ones who needed to be connected with these leads.

Most people appreciate being directed to a more qualified expert, especially when it ensures a more productive and informative experience. Establish clear guidelines for identifying when to hand off a conversation and to whom, and ensure you have reliable systems in place for smooth transitions.

Rule #3: Don’t leave messages unanswered

Responsiveness is crucial in any business interaction, but it’s absolutely paramount with live chat.

Imagine the disappointment of eagerly choosing the live chat option, only to be met with radio silence for the next ten minutes! It’s a surefire way to lose a potential customer. Always aim to be available and ready to assist.

While 24/7 availability isn’t always feasible (and that’s fine!), ensure you have an automated message in place for after-hours inquiries, and always have someone monitoring live chat during business hours. When we first implemented live chat, our two-person sales operations team coordinated breaks to guarantee continuous coverage. Pausing the chat feature is an option, but it risks missing out on valuable opportunities.

When you are online, prioritize prompt responses. The average response time is 2 minutes and 40 seconds, but striving for a reply within 30-60 seconds is ideal for that WOW factor.

Rule #4: Familiarize yourself with common questions

During my time handling chat, I noticed recurring themes around negative keywords, long-tail keywords, and Quality Score. To improve my knowledge base, I began sitting in on colleagues’ calls and participating in training sessions. Once you identify trends in the types of assistance people seek, you can develop strategies to provide support more efficiently and comprehensively.

Beyond enhancing my ability to answer questions, I also focused on streamlining responses to frequently asked questions. Platforms like SnapEngage offer the option of pre-programmed responses, a handy feature for delivering repetitive information. For instance, I had a saved response with a link to our PPC University for individuals who weren’t yet running Google or Facebook Ads but were interested in learning more. I also kept links to our free software trial and other resources readily available for quick and easy sharing.

Live chat can also be an effective onboarding tool for new team members. Having them shadow senior colleagues while monitoring chat allows for real-time learning and guidance—a win-win for everyone.

Rule #5: A/B test your auto messages

Remember that the initial message in the chat window is automated? Platforms like Intercom allow you to test different automated greetings to determine which ones yield the best engagement. I experimented with various messages before landing on the following:

Since I’m now part of the Pacific Region sales team, I’ve found that mentioning my alignment with Australian business hours helps secure more demos. Intercom’s integration with Calendly further streamlines the process by allowing individuals to schedule meetings directly through a “Schedule Here” button. This resonates particularly well with my clientele in Australia, New Zealand, and Asia, as it demonstrates my commitment to their region.

While I generally find shorter automated messages to be more effective, it’s crucial to test a diverse range of messages to identify what best suits your audience.

Rule #6: Get mobile

To keep the momentum going and respond to chats outside of typical work hours, having the chat app on your phone is a must. I’ve managed to schedule meetings, answer queries, and guide prospects through action items while commuting, gaming, and even dining out. Yes, it might involve pausing the game on a weekend to assist a prospect, but that’s dedication!

All the platforms we’ve utilized at nexus-security have mobile apps, and I’d be surprised if most modern other software options didn’t.

Another pro tip is to explore integrations that can enhance your workflow or integrate with tools you’re already using. Refuel Creative, an Australian HubSpot & Drift partner, for instance, has seen success with Slack integrations. Refuel Managing Director Ryan Jones elaborates, “We integrate both HubSpot Conversations and Drift with Slack, as it enables our team to be more responsive. Drift messages can be answered directly within Slack, and the integration even pulls up relevant information about the person we’re chatting with!”

Rule #7: Embrace the bots

Let’s face it - being perpetually available for live chat is unrealistic. Even with the mobile app, there are times when responding isn’t feasible or advisable (breaks are essential!). While messages I miss during my off-hours can usually be handled by a colleague during nexus-security’s EST business hours, not every business has that luxury.

So, how do we adhere to Rule #3 (never miss a message) when constant monitoring isn’t possible?

This is where bots come in.

Most live chat tools now offer bot functionality. These bots can be configured to manage conversation routing, schedule meetings, provide links to knowledge bases, and more.

However, no one enjoys interacting with a basic, impersonal robot. It’s crucial to make the experience feel natural and contextual.

Which greeting do you think would resonate better with visitors: “Hi, how can I help?”

Or a more tailored approach like: “Want to discover how nexus-security can increase your CTR by 20%?”

Customizing messages based on the specific page a visitor is on allows you to tailor the interaction to their interests. Just like with live chat, the goal with chatbots is to provide value and engage your visitors effectively.

Ryan from Refuel shares their approach: “We utilize bots to qualify leads for both our team and our clients. Our bot initiates the conversation, nurtures the lead, and if needed, schedules a call with our team when they’re available. This ensures that even if you reach out during our off-hours, the bot will either assist you or arrange a call back.”

Rule #8: Learn from every conversation

One feature I appreciate about SnapEngage is the ability for users to rate their chat experience and provide feedback. Regularly reviewing these ratings and past conversations provides valuable insights into what’s working and what’s not.

For instance, if you notice a pattern of conversations abruptly ending, analyze those interactions for potential turn-offs. Were there specific phrases or approaches that seemed to alienate users?

On the flip side, don’t overlook the positive interactions.

During my time in sales operations, I would analyze chat logs of prospects who converted into customers. The goal was to pinpoint replicable patterns or language that contributed to the successful outcome. By dissecting these interactions, you can identify effective strategies to create that WOW experience for your audience.

That being said, not all feedback warrants equal attention, which brings us to my BONUS RULE for using live chat effectively.

BONUS RULE: Don’t sweat the trolls

Wouldn’t it be fantastic if we had a magic solution to eliminate trolls from the internet?

Unfortunately, that’s not the reality. It’s almost guaranteed that in every 100 interactions, at least one or two will involve someone who’s bored, irritable, or simply messing around.

Don’t be disheartened if a seemingly promising conversation with a “highly qualified” lead goes cold. It’s possible it was a genuine prospect, but it could just as easily be a teenager finding amusement at your expense. The key is to not take it personally. Stay positive, stay available, and focus on delivering a stellar experience to the next person who initiates a chat!