live chat 200x200

  1. You do not chat about live chat.
  2. You DO NOT chat about live chat.
  3. If someone says “stop” or goes silent, or leaves their computer, the chat is over (usually).
  4. No slang. No abbreves. Mind your grammar – you’re representing your company.
  5. Share positive and funny live chats. Your colleagues will love it.
  6. Chats will go on as long as they have to.
  7. If this is your first time in live chat, you have to live chat.


Now that we’ve gotten that out of the way, let’s focus on what makes live chat such a handy feature.

At AdRoll, we believe it’s important to arm our clients with the tools they need to effectively engage with their online audience. Live chat has played a key role in providing a voice for our customers – big and small – to ensure we’re constantly scaling outstanding support, developing our platform and producing innovative solutions to improve overall user experience.

At its most fundamental application, live chat can play an active role in clinching customer loyalty. Timely and intelligent service can help retain customers at points where they may drop off your site. Real-time availability also presents an opportunity to guide people to your support center or other helpful resources. Giving your visitors instant gratification, along with the tools they need to be self-sufficient, is what helps make their customer experience that much more fulfilling.

But wait, there’s more! Launching live chat on your site can benefit your customers in a way they may never realize.

While resolving people’s problems in real time is a big win in itself, the insights gained from real time assists are instrumental in streamlining product evolution. Live chat opens an additional avenue for mining valuable product feedback data, which doesn’t always come through traditional customer support channels.

With over 6,500 distinct conversations under our belt, totaling over 200,000 minutes, here are some best practices we’ve implemented at AdRoll:

Top Issues

Thanks to integrations with our friends at Olark and Zendesk, automated tags associated with each chat transcript reveal data on which issues surface most, where they pop up and common occurrence windows. Aggregating this information at AdRoll has led to improved dashboard features, easier campaign-editing functionality, and strategically-placed tips in areas where live chat data showed us there was confusion.

User Experience

Gathering direct product feedback from customers can be an imprecise process. Sometimes it’s apparent that something is off, but customers just can’t put their finger on the problem.

Measuring feedback through live chat data allows users to communicate pain-points without explicitly commenting on a specific issue. Focusing on time spent per conversation and chat frequency can lead to key overhauls within your pricing page, homepage, contact forms, and other vital assessment of your product.

User Demographics

What types of users have questions or issues on your site? With live chat, you’re able to gauge instances that confront current customers versus those that your prospects are facing, and develop your product based on that vision.

Grasping the geographic makeup of your user base can play a role in your brand’s international positioning, while technical composition (browser, OS) can provide insight into specific product weaknesses and areas for improvement.

You’ll naturally want to build out the infrastructure to handle real time support before jumping into the deep end. But once you’re ready, the live chat component will yield instant satisfaction, practical guidance and a valuable feedback vehicle.

Any questions?

Hit us up on live chat, or email