Improve All Your Conversion Rates: Using Live Chat and Customer service to improve conversion rates with Gorgias’ Lucas Walker (episode 013)

by April Buencamino-dy

Lucas has been involved with online marketing and selling for over a decade, including running this own eCommerce store for 5 years. In recent years he’s focused in on the world of turning customer support from a cost centre to a revenue and conversion driving activity as part of his role at leading eCommerce helpdesk provider Gorgias.

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About Lucas

In the late 2000’s, Lucas entered a contest at his University and won in the social media and marketing space.

From that point on, he was hooked and continued to grow his career in the space.

Live Chat

Live chat is still pretty novel, but Lucas says the good news for people using live chats now is they are ahead of the game. If you have products and people want to know more about them, Lucas asks why wouldn’t you?

It’s important to understand that live chat doesn’t need to take over the site and doesn’t need to be monolithic. Knowing your customer well is an important piece of using live chat well.

Lucas points out that you would engage a customer in a physical store and it’s important to do the same thing.

Who should work live chat?

Lucas likes to ask his team who likes using chat and he points out that native SMS users are especially good at it. He also prefers to align people with products and/or services they know well and like.

Live chat allows a flexible staffing environment and provides a great opportunity to create teams that can flex and scale with business needs.

Reduce CX Overuse

A great way to reduce strain on live chat and other CX experiences is to simply represent your product extremely well online.

Lucas says including photos and directions for everything from unboxing to how to style products can greatly reduce incoming inquiries. Live chat also has some of the greatest data for conversion. 

Use Social Media as a CX tool

Social media aligns perfectly with customer service and conversion. Lucas points out that businesses spend a lot of money to get Facebook and Instagram ads in front of users.

It’s crucial to take advantage of the comment section and respond to people’s questions. Not only are you answering questions that many users likely have but you are also improving your brand presence.

Insider Tips

If we’ve inspired someone to take their first step with Improve All Your Conversion Rates Marketing – what do they need to know to give themselves the best chance of success?

Very early on, be as close to your customers as possible. Answer every question that comes up and even engage with them first. Use your email series to ask customer’s a simple question.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve Improve All Your Conversion Rates marketing performance?

If somethings bad, fix it fast. Double down on what’s working.

It’s impossible to improve our marketing unless we’re monitoring the performance – but the list of stuff we could monitor can be overwhelming. So what, for you is the number one Improve All Your Conversion Rates marketing KPI?

Revenue — look for spikes. Run a live chat campaign and track the revenue from those efforts

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in Improve All Your Conversion Rates marketing?

With everything as it is right now, the biggest advantage businesses can have is to be flexible and fast.

Interview Links

Lucas on Social media:

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