I analysed the statistics to remove chat from the e-commerce but the online chat has a lot of conversions. On the other side, it is so invasive and absolute boring for customers that don't need or won't like to use the chat.

What's the best solution to improve the experience for users (most of them) that would not like to use or see chat?

Ps.: At the moment, we are showing on the whole website, we are tracking in which page they use more, the chat are located on the right on the bottom (like the most websites) we are using custom pop-up messages for each page and after the user close the pop-up we will not show again. BUT I'm still feeling invasive, mainly in mobile.

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    Whom do the users chat with? Each other or with a rep from the company? – Shreyas Tripathy Oct 9 '19 at 8:51
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    With specialist support because our product is complex. – Rafael Perozin Oct 9 '19 at 8:51
  • I'd recommend looking into chatbots. They work well for well-documented scenarios and cut the noise. It would also help take some load off the support and improve the accessibility of the FAQ/Help section – Shreyas Tripathy Oct 9 '19 at 8:54
  • We are doing it. What I would like to improve is the position on the screen, the pop-ups or a different highlight, because at the moment on the desktop on the right bottom is ok, but on mobile is terrible. At really I do not like the current solution of the most chat/chatbots. (I'm not talking about the functionality, I'm talking about the CTA) – Rafael Perozin Oct 9 '19 at 8:56
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    You say chat is invasive and that most of your users don't like it and don't use it. Sounds to me like the solution is to remove chat altogether. How are you getting conversions when most of your users don't use it or like it? – Rob Oct 10 '19 at 12:40

So 'chat' has two aspects to it:

A)It is used by users "a lot of conversions". So it's a feature you need to keep.

B)Its current incarnation is invasive, meaning the way it is defined on the website interrupts all users' experience.

The solution must serve two functions: It must tell users of its existence; Its existence must not interrupt the users' experience

I would suggest changing the way it functions so it is only visibly obvious. This means ditch the pop-up behaviour and style the pop-up feature in a way that contrasts in an eye catching manner to the rest of the page. A suggestion would be a different colour or something flashing subtly. Your solution must draw the users eye but not in a way that interrupts their experience.

Reference: nngroup.com/articles/chat-ux


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