Offer live help where the decision is expensive

When to use it

When the purchase is expensive or complex, sales keep fielding the same pre-purchase questions, and the page offers no way to ask one.

How to run it

1. 1Add live chat only on high-stakes pages and only during staffed hours. Measure conversion for the whole page, not just for people who chatted.
2. 2Offer a scheduled-callback link instead where you can't staff the hours.

Why it works

Make it safe to believe you

A visitor about to spend a lot has questions the page can't anticipate, and unanswered ones lose the sale silently. An unstaffed widget that promises a person and delivers a form is worse than none, and a chat bubble over the mobile CTA costs conversions outright.

Source: High-consideration ecommerce practice