A customer arrives on your website determined to find a specific product. After a few moments it becomes clear they can’t find what they’re looking for – at this point they can leave or get an on-screen message. In this post, Now Interact’s Test Manager and Data Scientist Dr. Jonathan Salisbury discusses the perfect time to show a pop-up.
The situation is all too common, yet so many websites get the timing wrong: the channel change invitation pop-up (live chat or other) arrives too soon, causing the user disruption and frustration, or the pop-up comes too late – the user has already left for your competitor’s site.
So what are the warning signs of a visitor leaving your site, and what is the optimal moment to offer visitors the chance to move between channels?
It’s more than just timing
There are four key questions to answer:
- Who should we invite to move between channels?
- What should our invitation look like and consist of?
- Where on the website should we offer invitations?
- When should we offer our invitation?
These are complex questions that most companies would be hard-pressed to answer. In this post, I’m going to discuss the importance of just one small element of the ‘when?’ question.
When to invite?
Suppose you’ve decided to display an invitation to a specific visitor on a specific page. When should you offer the invitation? How many seconds should you wait?
Visitors will not be kept waiting. They will move on and never see your invitation. The temptation , therefore, is to show the message right away.
However, if your invitation is displayed after zero seconds there is a risk that the visitor won’t even notice it. So you make it appear after one or two seconds. Problem solved? Unfortunately not.
Ready or not!
The issue is that not all visitors are ready to accept an invitation after just a couple of seconds.
Our research suggests that different users respond in different ways. Fast moving visitors are quicker to accept invitations, which isn’t any good if they have left the website due to a delay. Equally, presenting the invitation as soon as the user visits the website will lose the interest of people who prefer to browse at a slower pace.
The way forward
If an invitation is presented too early it could be rejected. If it is presented too late it may not be seen. What becomes clear is that a single static time delay won’t cut the mustard.
The key to truly answering the ‘when?’ question lies in using tools like Now Interact’s to intelligently adjust the timing in line with visitor behavior.
If you’d like to speak to me or another Now Interact data expert about omni-channel research and best practice, contact us today.