Using Google Analytics to Measure Proactive Chat Engagement
So, you’ve set up some automated proactive chat invitations on your website and visitors are responding to your messages. Excellent! You’re well on your way to better customer engagement!
But proactive chat is not a set-it-and-forget-it solution. As with any customer engagement strategy, ongoing evaluation and optimization is the only way to achieve continued growth.
Your SnapEngage Admin Dashboard gives you some overview analytics on Proactive v. Reactive Engagement, which provides a high-level snapshot of how your visitors are interacting with your chat buttons and proactive invitations.
Getting Granular With Google Analytics
Comparing Proactive v. Reactive chat engagement is only the first step in optimizing your proactive chat engagement efforts. In order to really understand where, why and how your visitors are interacting with live chat on your website, we need to evaluate proactive chat messages individually. More specifically, we need to compare proactive chats (# of visitor interactions with proactive invitations) to proactive impressions (# of times a proactive message is displayed to visitors) to come up with a metric for proactive chat engagement.
Our team relies on Google Analytics to track ongoing proactive message performance so that we can make data-driven decisions when evaluating our proactive chat rules and messaging for improved visitor engagement and conversion optimization.
Check out our setup guide: Tracking SnapEngage Events in Google Analytics
Overall proactive engagement rate
Once you have the correct tracking events in place, you can begin gathering data on your proactive chat events, such as invitations triggered, invitations closed by visitors and invitations that visitors interacted with (by agent or by message).
You can use the main event actions to gain insights into your overall proactive engagement rate by using the following formula (from the below example):
Proactive Engagement Rate = proactiveEngaged / proactivePrompt
Analysis at the message and page level
While the above summary data provides a quick litmus of your proactive chat strategy as a whole, the real power for strategic decision making is found when you drill down into the deeper data and begin to look at engagement at the message or page level.
The above data (taken from the ‘proactiveEngaged’ event action) shows visitor interaction with specific proactive chat messages on identified pages of the website. You could then compare this to your ‘proactivePrompt’ data to calculate your overall proactive chat engagement on specific proactive messages that you have configured in your SnapEngage account.
Once you have compiled this data and establish performance benchmarks, you can begin testing different optimization techniques with your proactive chat rules, such as messaging, time on page settings, location, and a whole host of other parameters.
Sometimes the smallest tweaks to your proactive chat rules and messages can be the impetus for driving more visitor engagement and lead conversion on your website.
High Performing Proactive Chat Messages
Here a few proactive chat messages that have proven successful for SnapEngage:
“Hi there! What size is your team?”
(displayed on Pricing page, after 35 seconds, to visitors with no previous chats)
“Hi, thank you for checking out our extensive list of features. This may take a while… Can I get you anything?”
(displayed on Features page, after 35 seconds, to visitors in North America)
“I noticed you are scrolling down in the details. It’s dangerous to go alone. Mind if I come along?”
(displayed on Pricing page, visitor scrolls to 4000 pixels, to visitors in North America)
“Hello, thank you for visiting. Would you like to integrate your HubSpot with SnapEngage?”
(displayed on HubSpot Integration page, after 15 seconds)
*DISCLAIMER: Be sure to take audience into consideration. What works well in one part of the world may not translate across cultures.
For more guidance, check out our article on Proactive Chat Best Practices.