Beyond Analytics:Listen to your customers

David Leigh, Product Marketing Manager,LivePerson Inc.

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Why is SEM/SEO only the start of the story?

» Think of SEM/SEO as a means to an end…

» We did that but we’re still notmillionaires…

» Non-Interactive Conversion Rate remains unchanged at 2-3%

» Successful e-commerce sites have added ‘engagement’ to this process…

Create anInternet

marketingplan

Evaluate yourWebsite and fix

the problems

Use web analytics

to learn from visitors

Promote your

website via PPC etc

Search Engine

Optimization

Maintain quality of your site.

Rebuild whenrevenue falls

$$$$$$

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Engagement Turns Visitors to Conversions

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The Challenge with Web Analytics

Analytics provides you a ton of data about what just happened on your site.

But how do you turn that datainto information you can use?

Does this data really tell you what you need to know about your site visitors?

What if you could ask them?

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• Over 200M people use IM today – Projected to be 400M by 2010– 31.2% use it for Business Communications– Gen Y and Gen X largest user population

• Immediate way for you to connect with your online customers

– >20% of customer that chat make a purchase– Provides information they need to make the purchase offline

• Shows you to see your SEO/SEM spend in real-time – Allows you to align the right resource to the right situation– Providing a sales resource to a sales opportunity drives order value:

35% lift in AOV

• Reduce Costs by deflecting service related inquiries

Why Chat?

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The Power of Real-time Analytics

What if you could see what was going on in your site in real time?

Start a dialogue with those customers you feel are important

Understand why they did what they did

All while they are still on your site

Building a relationship with your customers!

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And the statistics back this up…

Forrester Research, Inc. report:The ROI Of Interactive Chat - A Total Economic Impact™

Analysis Uncovers Big Benefits Of Proactive Chatby Chip Gliedman (February 4, 2008)

Key findings:» Introduction of chat will add incremental costs to the

organization» Forrester’s TEI analysis of interactive chat showed that

investment in reactive chat is likely to produce a small positive return on investment (ROI) of 15%

» Whilst an additional investment in proactive chat capabilities will produce an incremental 105% ROI

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Real-time Engagement Really Works

Why do customers like to chat?» Instant Messaging for Instant Gratification» Quicker than email» Less explicit than calling» Chat is a differentiator

Why do site owners like chat?» Reduce abandonment and increase completion and

conversion rate» Increase average $$$ value per order» Allows you to engage your site visitors in a conversation -

never underestimate the power of ‘trust’ » Monitor customer service by reviewing chat transcripts» Watch real-time website traffic with influence if needed» Retroactive reporting tools to compliment analytics reports» Chat leverages you – you're the expert – chat will let you go

and sell!

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Target Visitors – What should you look for?

Visitor referred by a search engine or marketing campaign

Web behavior provides clues as to visitor intent

Frequency of visits to a particular page or item

Visitors at risk of abandoning a cart or an application

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Customers Results

• Increase Conversions

• Increase Order Value

• Customer Satisfaction

• Reduce Service Cost

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Customer Success Story

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Client Overview

» Founded in 1996 with a $2,000 investment

» Pure online retailer focused on outdoor gear

» In addition to Backcountry.com, company has niche sites that cater to distinct consumer segments: Tramdock.com, DogFunk.com, SteepandCheap.com and Explore64.com

» Started out using click-to-chat but wanted to explore chat as a proactive tool

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Maximize ROI in Three Ways

» Reach out to visitors demonstrating purchase intent

» Match “gearhead” product expertise to corresponding consumer interests

» Elevate skills of customer service representatives dedicated to the online channel

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Engagement in Action

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» Exceeded revenue goal by 20%

» 10x conversion rate growth: chatters vs. self-service

» 54% increase in average order value

» 80% customer satisfaction rating

» 80% future purchase intent as a result of chat interactions

Results

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Customer Feedback

“We’re always pushing the envelope from vendors and partners to prove ROI. LivePerson stepped up to the plate and earned a spot in our customer acquisition and satisfaction strategy.”

Dustin Robertson,Vice President of Marketing,

Backcountry

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Any Company looking to…

…Increase online conversion rates

…Build better relationships with their customers

…Cross-sell and up-sell related products and services

…Reduce service related inquiries originating online

…Generate interest for offline purchases

Who Should be Interested ?

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To learn more about our solutions:

Visit us at our Booth (#52)or online at:

solutions.liveperson.com

Presented by David Leigh on behalf ofPhilippe Lang, VP, LivePerson Inc.

plang@liveperson.com+917 477 0520

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