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Live Support

Live Support – One of the biggest challenges businesses often have is ensuring the content on the site gives buyers the information they are looking for. If the information isn’t there, people aren’t going to buy. In fact, according to data from the 2014 B2B Web Usability report, 83% of people (B2B buyers, at least) will leave a site if they can’t find the information they are looking for.

Enter customer support.

Between live chat, social media, support communities, and call center data, you can get a great feel for what is lacking on a site. Find out:

  • What questions are people asking?
  • What exactly are they looking for?
  • Is the information on your site?
  • If so, where? If not, where can it be added?

This data can also provide insights into site usability. If visitors are asking questions and the related content is already on the site, they likely can’t find it. How can you make it more accessible? The nice thing is, aside from simply asking your support team to track questions, live chat services like Olark will store the conversations, giving you the ability to go back in and see what was asked. Social media and support communities are both publicly available and can be easily analyzed. However, getting this information first hand is always useful.

Once you have the data, take the most frequently asked questions and turn them into assets on the site. When doing so, keep in mind where that content should live. For example, a product question could live on a product page or perhaps on a product FAQ page.

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