Live chat has been around for more than a decade, but only recently have companies discovered its profound effect on website conversion rates. Why does live chat make such a huge difference in conversion rates? It has been suggested that live chat is the only way to provide real human interaction during an online purchase. In other words, customers need questions answered and a sense of reassurance that can be provided only through live chat. In the book, Rethinking the Sales Cycle , John Holland and Tim Young identify a sense of risk as being the most prominent emotion present in the final stages of the buying cycle.
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