Research method
Live Chat Analysis
Analysis of on-site live chat transcripts to uncover fears, uncertainties and doubts that users are facing on-site, including identifying any unanswered questions (which could point towards missing or sub-optimal website content).
When to reach for it
If you have live chat on-site and get high volumes of engagement, then analysing the questions users are asking can be a goldmine of insights.
If you have limited time and budget to conduct new research then analysing live chat data is a really effective way to tap into users main queries and struggles.
Strengths and limits
Pros
No need to conduct new research / collect data & insights.
Gather insights from real users who have a genuine need for your product or service.
Understand the key questions and barriers holding users back from converting.
Cons
Can be time-consuming if you have a lot of data to analyse; equally, the value can decrease if you have limited data.
Practical considerations
Sample Size
As with surveys and polls, the sweet spot for analysis of live chat data is between 200-300 responses.
Live Chat type
The value of this data will depend on the type of live chat you have. E.g. a chatbot vs. a manned live chat. How you approach analysis will depend on what data you collect and in what format, for example, if the customer service team categorise the query or not.
Common tools
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Recipes that use this method
A method earns its value when its signal corroborates others. Here is where this one does its work.
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