Case Study: Live Chat Proves to Be a Difference Maker for Whiteflash
To that end, Whiteflash's live chat service is manned 24/7 by six graduate gemologists and accredited jewelry professionals. These trained professionals are able to answer any type of question from visitors on Whiteflash's site. In addition to fielding questions, these chat operators can proactively engage visitors — e.g., if someone has been sitting on a page for a long time. The proactive chat feature is driven by the retailer's analytics on which pages are sticking and which pages aren't as well as browse rates.
"If a visitor is stuck on a certain page — they might be reading an article that's in depth about a diamond's cut and they might not understand something — we would have a proactive chat invite go out to that customer asking if they have any questions or if we could help them with anything," says Bailey. "We've seen a phenomenal increase in not only the amount of chats that we have, but the amount of closure that we're getting from these chats. It's now like three [chats] to five chats to close a sale."
Whiteflash has seen that its international shoppers — Bailey estimates nearly 75 percent of its customers hail from outside the United States, primarily Asia, Australia and Canada — often prefer live chat to talking on the telephone since English isn't their native language. To further cater to its global customer base, Whiteflash has begun the process of developing different language versions of its website. On those language-specific websites, the proactive chat and chat options will be in those native languages as well.
In addition to being available on Whiteflash's forthcoming foreign language sites, live chat is also currently an option on the retailer's mobile site (i.e., traffic coming from iPhone and Android devices).