9 Creative Ways Companies Are Using Live Website Chat to Drive Business Results

Live chat has become a must-have tool for businesses seeking to engage website visitors and provide instant support. But many companies are going beyond the basics and finding creative ways to leverage live chat for sales, marketing, and customer experience.

Let‘s take a look at 9 examples of businesses using live chat in innovative ways, and the impact it‘s had on their bottom line.

The Power of Live Chat for Engaging Leads and Customers

Before we dive into the examples, let‘s discuss why live chat is such an effective engagement channel.

Today‘s consumers expect speed and convenience in all their online interactions. In fact, 82% of customers say an "immediate" response is very important when they have a question (HubSpot Research). Live chat provides that instant gratification, allowing visitors to get answers in real-time without leaving your site.

Chat also adds a human touch to digital interactions. 44% of online consumers say having questions answered by a live person during an online purchase is one of the most important features a website can offer (HubSpot State of Inbound). That personal connection builds trust and keeps potential customers engaged.

But live chat isn‘t just for reactive support – it‘s also a powerful proactive sales tool. By strategically placing chat invitations on key pages, you can engage high-intent visitors and guide them towards conversion. Proactive chat has been shown to increase conversions by 105% (Intercom).

In short, live chat enables you to connect with leads and customers at the right time, with the right message. Now let‘s see how innovative companies are putting that into practice.

9 Companies Using Live Chat in Creative Ways

1. Intuit TurboTax: Personalizing Chat Experiences

Intuit TurboTax, a popular tax preparation software, uses live chat to provide personalized support at scale. Here‘s how it works:

  • When a visitor clicks to chat, they‘re asked a series of questions to understand their needs, such as whether they have a personal or business tax question and which TurboTax product they use.
  • Based on this information, the visitor is routed to a specialist in that specific area.
  • The specialist is empowered with context about the customer and their question, allowing them to provide fast, accurate answers.

This targeted routing ensures customers get the most relevant support and allows TurboTax to efficiently handle a high volume of inquiries during tax season. The result? TurboTax has seen a 195% increase in chat engagement and a 184% boost in customer satisfaction (Forrester).

2. Drift: Accelerating Lead Qualification

Drift, a conversational marketing platform, uses its own live chat tool to identify and fast-track high-potential leads.

Drift‘s chat widget asks visitors for key information like their role, company size, and biggest challenge. Based on these firmographic details, leads are automatically qualified and routed.

For example, if a visitor is a decision-maker at a large company, they may be fast-tracked to book a meeting with sales. Meanwhile, a small business owner may be directed to a relevant guide or tutorial.

By collecting qualifying information upfront and connecting leads with the right experience, Drift accelerates its sales cycle. The company attributes over $9 million in pipeline to chat conversations (Drift).

3. Intercom: Supporting Product Adoption

Intercom, a customer messaging platform, leverages live chat to drive product adoption and engagement. The company uses in-app messages to proactively assist customers as they explore the product.

For instance, when a user first logs into their Intercom account, a chat message explains key features and offers links to helpful resources. As users navigate the platform, contextual prompts appear to provide timely support.

These guided experiences help customers discover value quickly and reduce time-to-value. Intercom has found that engaged customers who interact with their messages have a 14% higher retention rate (Intercom).

4. HubSpot: Generating Leads Through Messaging

HubSpot, a leading growth platform, uses live chat in conjunction with chatbots to capture leads across its website. When a visitor lands on a high-intent page, like the pricing page, a chatbot initiates a conversation to learn about their needs.

The chatbot can answer basic questions and direct visitors to helpful resources. But if the inquiry requires human support, the bot seamlessly hands off the conversation to a live agent.

This combination of chatbots and human support allows HubSpot to provide instant, 24/7 assistance while still offering personalized guidance. Since implementing conversational marketing, HubSpot has seen a 20% increase in qualified leads (HubSpot).

5. Copper: Embedding Chat in the Buyer‘s Journey

Copper, a CRM platform, embeds live chat at key points in the buyer‘s journey to proactively assist prospects. The company analyzed its website data to identify pages where visitors were most likely to have questions or hesitations.

On the pricing page, for example, a chat window appears offering visitors the chance to consult with a CRM expert. These consultations help address objections, offer tailored recommendations, and nurture leads towards a purchase.

By proactively engaging buyers during the decision-making process, Copper has increased its chat-influenced revenue by 170% (Copper).

6. Slack: Delivering Instant, In-Context Support

Slack, a team collaboration tool, provides live chat support directly within its platform. If a user encounters an issue or has a question, they can click the help icon to start a chat with Slack‘s support team.

What‘s unique is that these chats are contextualized based on the user‘s location within the app. If they‘re viewing a specific feature or setting, the support agent will see that context and can provide targeted guidance.

This in-context support helps users resolve issues quickly without disrupting their workflow. It‘s one reason Slack has maintained a CSAT score of over 94% for the past three years (Slack).

7. Shopify: Offering Multilingual Support

Shopify, an ecommerce platform, uses live chat to provide support in multiple languages. When a visitor starts a chat, Shopify automatically detects their language and routes them to an agent who can assist them in their native tongue.

This allows Shopify to effectively serve its global user base and make all customers feel supported. It‘s particularly impactful for non-English speakers – Shopify has found that chat sessions in local languages have a 13% higher CSAT score (Shopify).

8. InVision: Streamlining Bug Reporting

InVision, a digital product design platform, leverages live chat to simplify bug reporting and technical support. When a user encounters a problem, they can quickly start a chat and share details with an agent.

To streamline the process, InVision‘s chat widget includes an option to automatically attach a screenshot, browser details, and console logs. This gives the support team instant context about the issue, reducing back-and-forth and accelerating resolution.

By making it easy for users to report bugs in real-time, InVision can identify and resolve issues faster. The company‘s support team has reduced average handle time by 15% since implementing this streamlined chat process (InVision).

9. Stripe: Providing Developer Support

Stripe, a payment processing platform, offers live chat support specifically for developers. The company recognizes that developers often need technical guidance as they integrate Stripe‘s APIs into their applications.

Stripe‘s chat widget connects developers directly with the company‘s technical support engineers. These experts can provide code-level guidance, troubleshoot integration issues, and answer API questions in real-time.

By offering instant, developer-centric support, Stripe helps its users get up and running faster. The company has found that developers who engage with chat support integrate Stripe 30% faster on average (Stripe).

Implementing Live Chat on Your Website

As these examples illustrate, live chat is a versatile tool that can support a variety of business goals – from lead generation to customer support to product adoption.

To get started with live chat on your own website, consider these best practices:

  1. Define your live chat goals and use cases. What customer interactions do you want to support via chat?

  2. Choose a chat solution that aligns with your needs. Look for features like chatbots, targeted messaging, conversation routing, and CRM integrations.

  3. Train your team on chat best practices. Ensure agents know how to communicate effectively via chat and have access to the resources they need to efficiently resolve inquiries.

  4. Proactively engage visitors at key moments. Use targeted chat invitations on high-intent pages or when visitors show signs of hesitation.

  5. Continuously monitor and optimize your chat strategy. Track metrics like engagement rate, conversion rate, and customer satisfaction to identify areas for improvement.

By thoughtfully implementing live chat and iterating based on insights, you can unlock its full potential for engaging customers and driving business impact.

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