Is Your Dealership Taking Advantage of Live Chat Data?
In a previous blog post, I discussed the importance of using live chat conversations to build rapport with your online shoppers, and how it can help improve your dealership’s follow-up processes. But what about the live chat data acquired beyond the conversation — such as consumer clickpath and the browser they’re on?
This live chat data, also known as behavioral intelligence, can be very beneficial to your dealership. But before we get into how it helps your business, let’s talk a bit about what behavioral live chat data is and why it matters to you.
What is behavioral intelligence?
In a nutshell, behavioral intelligence is data that reveals the buying behavior of online shoppers on your website. Some live chat providers can track a significant amount of consumer information both inside and outside of a chat conversation. But only an excellent live chat provider will analyze this information and use it to assist you and your customers better.
For example, some live chat data your team can gather and analyze using ActivEngage’s web-based console includes:
- Number of visits to the website
- Number of pages seen
- Last page they visited
- Click path through the site
- Browser they are using
- Device shopper is using (Desktop computer? Mobile phone?)
- Referral information – i.e., through which search engine did they find your website? Did they come from a third-party listing site?
Note: The amount and types of live chat data available can vary depending on the provider you choose. Remember to ask what information is available before you sign up for a live chat solution.
Why is live chat data important to my dealership?
Consumer behavior is continuously evolving. Having access to behavioral data on your site will help you keep a pulse on what your car buyers want. By collecting and analyzing visitor data, you’ll be able to predict and follow consumer trends on your website such as:
- What the most visited VDP pages are
- The percentage of online shoppers returning to your site
- Whether more shoppers are chatting via mobile or desktop
From there, you can use the data you’ve analyzed to test and improve engagement techniques with online shoppers, and ultimately increase conversion on your dealership’s website.
How can I leverage it to improve my marketing?
1. Tailored Ad Campaigns
Digital advertising in today’s market is a science, and successful dealers use tangible research to invest in ads. Live chat data can help. ActivEngage customers, for example, have access to valuable information, such as what the top requested models are in chat conversations. You can use this kind of visitor data to advertise a popular vehicle or service. Then, further tailor your ad messaging by region based on location data.
Ads can be expensive, and having data to back up your advertising strategy is essential to your dealership’s marketing success. Leverage the behavioral data you get from live chat to optimize your advertising dollars.
2. Targeted Specials on Your Website
At least 64% of today’s shoppers prefer to receive offers relevant to their specific interests. Using behaviorally-driven messages that highlight your online specials is a great way to use visitor data to personalize your shoppers’ browsing experience.
Here’s a scenario: Let’s say Sally is an online shopper who is on your website for the second time, has seen 6 VDP pages of new VW vehicles so far, and has been looking at a white 2014 Jetta for about 3 minutes now. Three vital pieces of information we can infer about Sally are that she:
- Is engaged on your website
- Wants a new Volkswagen
- Is interested in a white 2014 Jetta
If you’re currently offering a cash bonus, low lease with zero down, or any other special on this vehicle, LET SALLY KNOW.
Having a tailored special offer pop up on your website based on your shopper’s clickpath, time spent on a particular page, or the vehicle they’re looking at can help guide your shoppers further down the purchasing funnel. By customizing your online shopper’s browsing experience, you’ll enhance the effectiveness of your website and improve the consumer experience.
Speaking of behavioral targeting, CDK Global recently joined forces with ActivEngage to launch Concierge Chat for CDK Next Gen websites. Concierge Chat leverages behavioral technology, audience intent data, and much more!
3. Personalized Chat Conversations
Once a shopper clicks to chat, if the software is robust, your team can use behavioral data to personalize the conversation further. ActivEngage’s chat console, for example, has Co-Browse — an exclusive feature that allows chat representatives to share the screen with web shoppers in tandem. So if Sally navigates to a 2014 Passat VDP page during the chat conversation, the rep can ask:
“Sally, were you interested in learning about another vehicle in our inventory?” or “Have you considered the new Passat, Sally? It looks great in white as well!”
Upselling becomes easier and conversations more useful when your team can leverage live chat data. By using behavioral intelligence to establish rapport with online shoppers, you can then build a better follow-up process and start building relationships with your prospects.
Your Chat Provider Needs to Step Up
Most of the data you gather from live chat can be very beneficial to your business. But in order to reap the full benefits of behavioral intelligence data, your chat provider needs to work with you to get the most out of the consumer information available.
Does your live chat provider send you useful live chat data to help you improve your dealership processes? Are they using visitor data to improve the quality of their chat conversations and the consumer experience on your dealership’s website? Can they offer you tips and advice on how to get the most out of their service?
Remember, your live chat investment is only profitable if your provider works WITH you to improve your bottom line.
Editor’s Note: This post was originally published in January 2015 and has been completely revamped and updated for accuracy and comprehensiveness.