Live chat is the little messenger windows that sit in the bottom corner of a website and are particularly popular on ecommerce and online services. They allow the user to chat directly to customer service teams and ask questions about things they may not understand.
It is much like a phone helpline but it can be turned on and off by the company at will (and when no-one is operating it from the company side they usually become email message boxes). They offer a useful insight into the problems that real website users and customers have as you can pinpoint the place where they are stuck and turn to help (although not always, see watch out for).
You should be able to spot if things like shipping costs or sign up instructions are not clear and are preventing some users from converting by themselves. Just the fact that they are looking for help rather than completing the task by themselves is a good indicator that something can be improved.
By looking at what users say on live chat you can also get a sense of whether they understand broader things, like what the company actually offers, or if they have found themselves on a site that isn't suitable for them. This can help you identify whether your marketing efforts are working to bring in the right kind of users.
You'll first need to get the live chat function set up on your site. Luckily there are lots of third party services to choose from, which require you to just put a snippet of code in the pages that you want the live chat to appear on. If you have a big site but not many staff then you don't need to put it everywhere; focus on landing pages or key conversion pages.
The company will then need someone to staff the live chat. If you are a small startup this could be your job but at a company with a customer service team, it should be them. It's best if it is someone who knows the product well and is used to answering customer queries so they can promptly respond without having to constantly find out what they should say!
This job tends not to be as intense as answering help lines as users only ask a question or two and can be quite slow in their responses. From what I’ve seen customer service teams can usually handle three or four users at a time.
It's not something you have to commit to for a long time, as live chats can easily be turned off. You might only have it on for a few hours per day or you might want to only gather feedback for a week and then assess it before running another week a few months later. It's a flexible tool.
You can then use it as an evidence source by analysing the transcripts. Going through written feedback can be time-consuming but if you dedicate a bit of time every week it shouldn’t be too hard. It’s a good idea to do a first pass to weed out any chats that are irrelevant or don't go anywhere (which can be quite common) and then a second one to categorise the feedback you get by sentiment, much like with other unplanned feedback.
With this document you can keep track of the most common issues that users have and can create a record of which areas of your site are causing the most problems. The transcripts may immediately tell you what is required to make or fix or it could be a starting point to gather more evidence. Not all users will be able to identify why they are having a problem but if you see repeated live chats being triggered on a certain page it suggests something on there isn't working as well as it could be.
When you give users a window into which they can type anything you’re going to get some odd comments in there from people who have no intention of using your site. Everything from 'what is this site?' to 'what are you wearing?' Hence why it's worth filtering out the chaff before your analysis.
You can also find lazy users who don't want to work anything out themselves and use the chat to just ask for someone to find products for them. The presence of the chat window means they don’t behave as they normally would. These are probably ones to ignore but if you're getting a lot of them it could tell you that your search isn't intuitive or that it could be worth investing in a customer service phone line.
You should think about how and when your live chat appears to users. Be careful of having it automatically pop up and hassling everyone as soon as they arrive on the site. This will cause people to immediately close it before realising what it is. It's better to have it on screen in a minimal state for the user to choose to interact with—at most only expand it when someone has spent a long time on a particular page.
As ever when taking feedback directly from users you should focus on their problems rather than whatever solutions they may think they need. Only by gathering a few different sources of feedback will you be able to find the right fix for everyone.
There are a whole host of tools offering live chat from the expensive like Bold Chat (from $599/year) which offer video chat and other features. As well as the simpler and more startup-friendly like Olark (from $15/mo) and Zendesk (from $9/mo) and even tawk.to (from free), who allow you to hire the chat operators.
Set up should be a very quick dev task. You should then gather feedback for at least week before dedicating half a day to sorting through it.