On April 1, 2021, Ngage’s Mark Shepherd was featured on The Personal Injury Marketing Minute, hosted by Optimizemyfirm.com.
The conversation ranged from how Ngage Live Chat got started to the difference between chat bots and live operators. We’ve called out some of the highlights below, but invite you to listen to the podcast and hear for yourself.
Ngage has roots deep within the legal profession, which becomes clear as Mark talks briefly about its history. In fact, attorneys were the ones who helped Ngage’s founders see the need for a live chat service designed to engage and convert site visitors.
Mark and Lindsay Busfield, the host, dig into the differences between chat bots and live operators, something every PI firm should be aware of as they’re considering which tool to use on their websites. In a nutshell, chat bots have pre-set responses they use to converse with visitors. With live operators, Ngage has found there’s a significant difference in conversion. When a consumer has been injured in a car accident for example, the empathetic ear of a live operator builds the trust that is needed for the consumer to share their contact information. Consumers like live chat because they can be anonymous for as long as they want.
Ngage aims to get consumers warmed up — hear them out and get the basic details of their case and then relay that immediately to the firm.
As Mark says, “The whole goal is to engage that visitor in a conversation before they might have otherwise left the site or gone to a competitor. Once we’re chatting with them, it’s a high priority to never offer any kind of legal advice. That’s a big part of the operator training. Instead the operators ask open-ended questions. We want to get that visitor talking and comfortable to the point where they’re ready to take the next step — talking to the attorney or the intake team on the phone.”
The operators’ training plays a critical role in differentiating Ngage from its competitors. The operators are specifically trained in conversion and Ngage puts a big emphasis on response time. If firms aren’t responding within five seconds, they’re going to lose a lot of visitors. Once engaged in a chat conversation, the operators know how to elicit the information from the consumer the law firm needs, while simultaneously empathizing with the consumer in such a way as to build trust and make them feel heard.
In numerous head-to-head comparisons, split tests and case studies with different chat companies, Ngage consistently converts twice as many chat leads as its competitors. “Each one of these chat opportunities is potentially so valuable that it’s not like something you want to skimp at the top of the funnel,” notes Mark.
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