Chattribution: How Live Chat Data Drives Conversions

Jeff Epstein

November 5, 2018

As it has matured, live chat has become a proven digital engagement tool helping organizations drive sales and conversions and deliver top-of-the-line customer service. But what if organizations could connect their live chat service to revenue? Chat attribution – or “chattribution” – provides this ability, enabling organizations to understand precisely how live chat is contributing to their top line.

Today’s mature live chat empowers marketers to create powerful proactive campaigns while chattribution shows what works. With proactive invitations, chat invites can be triggered manually or automatically, depending on custom criteria – making it possible to capture leads at just the right place and time in the buyer’s journey. Chattribution provides visibility into each conversion so organizations can create campaigns that drive customers down the funnel more quickly.

A powerful live chat/CRM integration paints a clearer picture of an organization’s web visitors, so they can see every touchpoint of the customer journey both pre- and post-chat. Marketing campaigns that drive results are made clear with data from this integration — providing visibility into live chat’s impact on business goals.

An enterprise-grade live chat application should offer robust reporting capabilities that include its own chat conversion reporting. With these insights, organizations can set clear, measurable business goals and track against them.

In today’s globalized world, organizations are constantly moving products and one false move along that path can cause dollars to disappear. Understanding the customer journey — specifically on a website — is key to driving conversions. Live chat is one of the easiest ways to plug into the buyer’s journey, answer questions and remove all hesitation — putting them on the fast track to the shopping cart.

With live chat, organizations have a wealth of customer data at their fingertips. But while having a large quantity of data on hand is good, ensuring the quality of that data is more important.

Chattribution identifies visits from specific companies, how they landed on the site, and which became leads, enabling organizations to say goodbye to vanity metrics such as page views. Users rarely follow a straight path from click to purchase, but with chattribution data, organizations can nudge them in the right direction.

When “show me the money” is the only success metric that matters, an enterprise grade live chat solution allows users to track exactly what has worked in the past. Users can set up conversion touchpoints that allow them to report on how many site visitors took a specific action following a chat session, track everything from free trials or demos to onsite purchases and upsell through increased shopping cart value.

Jeff Epstein

Career B2B marketer focused on one metric: driving impact. Simply put: If your content doesn't generate awareness, inspire action or help the sales team close deals, it isn't worth creating. From the top of the funnel through to the case study, from SEM to PR to outbound lead generation, it all comes down to the story you're telling, and how it's different and resonant. Content marketing is a core strategic deliverable that helps organizations get the right message to the right people at the right time. Inform and educate, and they will come. Inspire and differentiate, and they will buy.