A/B Testing Idea #74 - Improve your customer service by having a live chat option

Tactic_Improve your customer service by having a live chat option


Live chat is a very effective method of communication with your site visitors. Offering an immediate and direct link to another human being will give your customers confidence and reassurance not only in your customer service but also in the products you sell. It is proven that feelings of certitude increase the ease with which people are able to make decisions, which will in turn increase the likelihood of people making purchases or completing other actions on your site.

Furthermore, people also always tend to feel more confident when they have access to the most amount of information possible and live chat allows them to gain any further information they want or require easily.

What's more, it allows you to discover and combat any potential issues customers come across on your site in real time, to learn what they are looking for and how you can make improvements to their experience.

It also gives you a precious window of opportunity to engage directly with your customers and to therefore increase chances of conversion.

Studies have shown that pro-active chats (when you offer help/advice without waiting for the customer to get in touch themselves) can be very effective.


  • Risk Compensation (Peltzman, 1975)
  • Information Bias (Baron; Beattie & Hershey, 1988)

The Research

Risk Compensation

Risk Compensation explains a tendency for humans to take greater risks when perceived safety increases.

Information Bias

The tendency to seek out information, thinking that it will lead us to make a better decision, even when that information is of no real help.

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