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Ecommerce: Live chat boosts Nine West sales

US footwear brand Nine West has increased average online order values by 10% after launching a trial of live chat technology.

The company introduced LivePerson on its US website in September 2013. It involves 24 part-time live chat agents working between 8am and midnight. The ‘click to chat’ buttons were located on the website footer, on product pages and at the checkout, and high-value customers were also targeted with proactive chat invitations.

In the first four months, live chat-assisted sales accounted for 3% of’s total sales and conversion rates were 15 percentage points higher.

Around 15% of conversations were also deflected from phone and email to live chat, thus saving costs, while customer satisfaction increased by 3%.

As a result, Nine West Group has expanded its use of the technology for its Jones New York and Easy Spirit brands.

It is also looking to add click to chat onto its mobile site.

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