When trying to come up with ways to increase the engagement of our online visitors, we decided to look to our Google Analytics data that we’ve been collecting for a while now.
We’re all about making decisions based on data and testing, so this was a natural process for us and we can’t recommend it enough. Seriously, if you ever find yourself looking at a business decision, look to your data.
The tricky part, however, is to ask the right questions. In our case, we wanted to see how chat use affects metrics like average session duration (how long it takes before a visitor leaves your page), average page depth (what portion of your visitors reach one, two, three and more pages) and conversion rate (which of the visitors buy the product or sign up for a trial after chat).
Read on to see how we reached the interesting bits of data, what kind of impact chat has on visitor engagement and what we did to get even better results.