How to Improve Chat Invitation Conversion Rate With the API

By in LiveChat Blog > Ecommerce,
Analyzing chat invitation conversion rate using API reports

When looking to optimize your chat conversion rate, you might want to check out some of the advanced reporting methods available through LiveChat’s API. And if you didn’t use the API yet, there’s a short introductory guide available.

There are two particular reports that allow you to see which invitations are the most effective in terms of acquired chats, conversion rate to chat and getting various goals, like, for example, netting a sale.

Information about chat engagement

The first report — Chat engagement — shows you who and how initiated chats. It tells you exactly how many chats came from automated chat greetings, manual greetings (sent proactively by an agent) or visitors starting the chat themselves.

Here’s an example API request that shows this data since the beginning of September:

https://api.livechatinc.com/v2/reports/chats/engagement?date_from=2014-09-01&group_by=month

You can modify this request to check custom dates by changing the date_from parameter. You can also modify the group_by parameter to group the data by hour, day, month or year. More information about the parameters is available on the API documentation page.

Here’s how the returned data looks like:

{
  "2014-09": {
    "begin":"2014-09-01",
    "end":"2014-09-30",
    "chats_from_auto_invite":792,
    "chats_from_manual_invite":19,
    "chats_from_immediate_start":15837
  },
  "2014-10":{
    "begin":"2014-10-01",
    "end":"2014-10-23",
    "chats_from_auto_invite":695,
    "chats_from_manual_invite":9,
    "chats_from_immediate_start":11720
  }
}

For example, you can see that there were 792 chats from an automatic greeting (chats_from_auto_invite) in September.

Data on the conversion rate of greetings

The second report — Greetings conversion — shows you the conversion rate for your chat invitations, as well as how many of those invitations led to a goal.

The request looks like this:

https://api.livechatinc.com/v2/reports/greetings?date_from=2014-09-01&group_by=month

Similar to the previous report, you can modify the date range and grouping style of the data you get. For a full list of parameters, check out the documentation page.

The result of this request will be something like this:

{
  "2014-09": {
    "begin": "2014-09-01",
    "end": "2014-09-30",
    "displayed":3903, 
    "accepted":792,      
    "goals":112
  },
  "2014-10": {
    "begin":"2014-10-01",
    "end":"2014-10-23",
    "displayed":3838,
    "accepted":695,
    "goals":62
  }
}

Using this information, you can, for example, see that around 10 percent of accepted invitations led to a goal in October ("accepted":695,"goals”:62).

How to use this data

By checking this kind of information regularly, you can see how changes in your chat invitations can affect your business goals. Let’s say that there is a new product in your shop and you want to see how popular it is. By creating an invitations related to the product and checking this report, you can see if the invitation is working.

It’s just like a conversion funnel. The first part of the equation are the issued invitations or how many people go the message about the new product. Then you have the number of chats, i.e. people who clicked the greeting to talk about the offer. Finally, there are the goals, which, in this case, are people who bought the product.

Chat greetings funnel

After some time, you will be able to tell what is the conversion rate for the invitations and exactly how many sales of the new product you got thanks to it.

You can go even deeper and pull this kind of data for specific invitations, groups or tags. To get the report for a specific invitation, you need to add the greeting=X parameter, where X is the ID of the invitation. You can get the ID from the URL address when you edit a greeting.

Getting - the greeting ID

These reports helped us immensely when we set up our automatic invitations, which now sit around 20 percent conversion rate to chat and 15 percent conversion rate to goal (in our case, starting a trial or purchasing a license).

Try running several versions of the same invitations over a period of time and check the conversion rate for them. Pick the best performing ones and fine tune them even further. After a while, you will have a network of well-converting chat invitations and the chats and goals will simply flow in.

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