Study Finds 76% Want to Chat About Checkout Problems

BoldChat recently released research on The Effectiveness of Live Chat Technology which surveyed 264 US shoppers who consider themselves regular online shoppers.

One of the findings I found most interesting was the most common reason site visitors would initiate live chat is if they experience an error during the checkout process (76%). Other reasons include asking general questions about products/services/policies, sales specials or inquiring about orders already placed.

Participants were asked to rank communication methods in order of preference for various situations. For problems in checkout, participants ranked chat first, then phone, then email. (Of course, Twitter is also an option!)

It’s not surprising that people would rather chat with customer service right away, online rather than pick up the phone, wait on hold or wait indefinitely for an email response.

If you do offer live chat, make sure customers can initiate a chat session from each step in the checkout process. This is especially important if you remove your regular site navigation in checkout as many sites do.

In the report, BoldChat also offers a couple useful tips:

1. Remind customers that live chat is an option if they’re waiting on hold for customer service by telephone.
2. Publish average wait times for all communication methods on your Contact Us page.

If you’re interested in the entire research, you download the report here.

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11 Responses to “Study Finds 76% Want to Chat About Checkout Problems”

  1. Thanks for the post – I think your comment about Twitter is spot-on. Another idea surfaced by the research would be to proactively invite website visitors at critical times during the buying process.

  2. Ted S says:

    Very interesting study & post. This should be a lesson for companies looking to “save” by using FAQ and email only support — there’s positive ROI in having people options and negative in not. I’d also venture that adding click to call could extend things even more by moving people onto a medium they like without the wait.

    Hopefully someone runs this again down the road with a larger sample size to really make an accepted stat.

  3. Interesting post, I have been thinking about adding a chat feature to my website. Maybe I will in the future.

    Thanks.

  4. [...] Study Finds 76% Want to Chat About Checkout Problems (Get Elastic) [...]

  5. LCD Frame says:

    Is that to say i have to put live chat everwhere vistors can see?

    Even i didn’t give it on homepage,:P

  6. Nice post. I’d be interested to know what kind of checkout problems the users are having, surely if so many users are contacting live support for checkout problems something would be done?

  7. are there so many people? well, should take care.

  8. [...] out your site, locate products or ask questions, one study found that 76% of customers wanted to chat about checkout problems, which could prevent cart [...]

  9. [...] Online support kan klanten helpen met de navigatie door de website, het vinden van het juiste product en om vragen te stellen. Daarnaast werkt live chat conversie verhogend. [...]

  10. [...] out your site, locate products or ask questions, one study found that 76% of customers wanted to chat about checkout problems, which could prevent cart [...]

  11. [...] instant chat. A study by BoldChat found that 76% of shoppers want to have instant access to a customer service rep during [...]

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