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The Terrific Fail Case Study: How We Lost 92% of Chat Requests

11 September 2015 Jane Kryukova
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At the end of November 2014, due to a number of complaints about the “annoying” pop-up chat window, we decided to run an experiment – we stopped using the premium version of JivoChat (the window in the left bottom corner) to see how it would correlate with the number of requests we received. 4 months have passed since that decision. What was the end result? Well, you have probably already guessed – the number of contacts with our target audience via an online chat decreased by 12 times (see the full statistics in the end). And this was not the end – some other communication aspects were harmed as well. Which aspects? Read next.

Our managers before and after disabling pop-ups in JivoChat Our managers before and after disabling pop-ups in JivoChat
Our managers before and after disabling pop-ups in JivoChat

Some inputs

We’ve been using JivoChat for a pretty long time – since December 2013. The service has a free version for 5 agents, but it has lots of restrictions. During all this time we’ve been using a paid version, because with the free plan you get no user info and, what is mostly important, there is no automatic pop-up function, i.e. active invitations in a pop-up window (we are especially interested in this option, because it gives us the most requests). However, in November 2014 we finally decided to run this experiment and started using a free version. Here are the results.

Number of contacts with the target audience decreased

It didn’t just decrease. It fell dramatically. Before, when a window had popped up with the question “Hi! How may I help you?”, users answered something like “No, thanks” or “I’m just reading your blog”, which means they were contacting us and asking their questions after some time (why not ask an expert, if they are already talking to me?).

Users would likely have not asked their questions, if we didn’t directly address them
Users would likely have not asked their questions, if we didn’t directly address them

Despite the fact that users were constantly complaining about the irritating pop up window, it was really working! Many visitors were contacting us and even showing interest in our services, although, as it was turning out then, they were not going to do it originally.

Note – Svetlana K. is one of our copywriters
Note – Svetlana K. is one of our copywriters

Number of shares decreased

Online chat is not only a great channel to get sales leads, it’s also a great way to increase shares of your posts. All you have to do is to just ask a user to share something. Of course, you don’t want to be shameless by asking for shares in every dialog. But if you do it unobtrusively and ask only loyal visitors, then this technique can give great results.

It takes 5 seconds to share a post. You just have to ask politely
It takes 5 seconds to share a post. You just have to ask politely

After disabling pop-ups, the number of contacts with our target audience decreased, so there was no one to ask for shares.

Number of reviews decreased

During the time we’ve been using JivoChat, we ensured that online chat is a great source of positive feedback. People tend to be grateful (if they really like what you do), while active invitations are a great fuel for this process.

Kind words from our visitors
Kind words from our visitors

Not every visitor is going to search for an email address on your Contacts page, go to an email client and compose a compliment to your company. With help of JivoChat, it’s very easy. One doesn’t have to leave an email and introduce oneself. A visitor just thanks you and continues reading a post. It’s very convenient and effective in terms of marketing, because you can post these reviews on your website and on social media.

Number of useful criticism decreased

Apart from collecting reviews, with online chat we can get useful feedback concerning problems on our website. Mistakes in copies, display problems on different devices, wrong coding, broken forms and so on – users let us know about any errors right after they appeared, and we are trying to fix them before anybody else sees.

Online chat is a great way to get useful feedback
Online chat is a great way to get useful feedback

Number of loyal dialogs with audience decreased

When our online chat was popping up with invitations, visitors often asked for tips or help. “What articles could you recommend to SMM newbies?”, “Could you please look at my website and say what’s wrong with it?”, “What online chat do you use?”. By helping people to solve their problems, we gain their loyalty. Well, you should know that a loyal user is more precious than gold.

Helping users, raising karma
Helping users, raising karma

Well, let’s move to the statistics

As I’ve already mentioned above, we switched to the JivoChat free plan at the end of November 2014 (23rd November to be exact). As you can see from the diagram below, the number of requests significantly decreased after this date.

Well, let’s move to the statistics

If we count the average number of requests before disabling pop-ups, then we get the following data:

  • April – 226
  • May – 228
  • June – 222
  • July – 289
  • August – 195
  • September – 188
  • October – 121
  • November – 74

In total: An average of 192 requests per month

If we count the average number of requests after disabling pop-ups, then we get the following (of course, it only lasted for 4 months, we just couldn’t continue running this experiment anymore):

  • December – 15
  • January – 17
  • February – 18
  • March – 15

In total: An average of 16 requests per month

Which is 12 (!) times fewer than before.

Speaking frankly, we’ve been expecting something like that, but we didn’t even think that the difference can be so terrific. Active invitations to an online chat work great, even if they enrage visitors. They let your brand contact the target audience, gains its loyalty and persuades them to buy your product/service (given that your managers have a deep knowledge of your product’s features, wittiness, good sense of humor and ability to choose appropriate words). I deeply recommend you use this marketing tool, because, as our experience has shown, it really works to drive sales.

It’s time for a bonus!

I had to read hundreds of conversations from our online chat while preparing this post. Some of them were so funny, that I decided to put them here. So, here are the Top 5 funniest and most ridiculous dialogs from JivoChat we had on our website:

Dating lessons online
Dating lessons online
Oh, excuse me, the door was opened
Oh, excuse me, the door was opened
When we say “We can do anything, it’s just a question of your budget” we don’t mean it literally…
When we say “We can do anything, it’s just a question of your budget” we don’t mean it literally…
Everybody lies… Such a cruel life
Everybody lies… Such a cruel life
Maybe it was not a coincidence?
Maybe it was not a coincidence?
P.S. Write us a couple of lines in JivoChat, if you liked this post :) We are using pop-ups again, and we are looking forward to hearing any questions, criticism, comments and suggestions.
P.P.S. Spread the love by sharing this case study, if you liked it.
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Автор: Jane Kryukova
Marketer at Texterra. She writes awesome stuff for our blog, composes email newsletters, and is always searching for new tools and methods of site promotion. Jane believes that great content is one of the most powerful weapons of a marketer and successfully uses this idea in her practice. Find Jane on Facebook, where she loves to share interesting posts on online marketing.
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