In a brick-and-mortar shop, customers can ask a salesperson questions and get immediate, relevant answers. But when retail moved online, that exchange broke down. To simulate the in-store shopping experience, retailers quickly broadcasted their inventory online and made it easy to find via site search.
This helped shoppers find products quickly, but online conversion rates still lag behind brick-and-mortar shops. These online shoppers convert less than 3% of the time, according to Shopify – while in-store shoppers convert at a rate of up to 40%.
Site search has long been a staple of the online shopping experience. But while search certainly helps customers find products, it's actually chat – specifically, conversational AI – that engages shoppers in conversation, mimicking the personalised dialogue they have with salespeople in-store.
Both site search and chat can improve the customer's online shopping experience. But combined together, they stand to revolutionise e-commerce completely. By combining search and chat interfaces to create a brand new, optimised customer experience, you can streamline the critical exchange of information between your brand and your customer. And with this more personalised buyer journey, you can benefit from better online conversion rates.
The end result is an experience that bridges the divide between personalised in-store interactions and the ease of online shopping.
Here's how you can embrace this paradigm shift – and streamline online customer journeys.