Guest post by Yulia Lapynina.
Businesses spend significant sums on channels like SEO, paid advertising, and social media to drive traffic to their websites. But too often, they fail to think through the next step: how to optimally engage prospects once they land on the company’s home page.
Some prefer to stay silent and waiting for customers to act; others choose to initiate the conversation first with the help of chat triggers that activate a chat box widget after some defined period of time or specific action. These approaches are referred to as reactive and proactive chat, correspondingly.
Each method of communicating with customers has advantages and drawbacks. But statistics show that proactive communication is much more beneficial, as it’s preferred by 79% of clients who often use online services. It presents the image of a caring company that’s always ready to help in the moment of need.