Hi there, i've just started my new job and yesterday at church someone mentioned cap offers life money management resources. where can i find this?
The live chat test that drove a +37.5% increase in enquiries
Christians Against Poverty (CAP) is committed to transforming lives, equipping churches, and ending UK poverty. We helped validate the feasibility of a Live Chat feature on their website and provided a deeper understanding of audience needs.
Client:
Christians Against Poverty
The brief
Christians Against Poverty briefed us with validating the feasibility of a Live Chat feature on their website. We aimed to answer two key questions:
- Would Live Chat impact existing enquiry methods?
- Would users engage with Live Chat, and if so, for what reasons?
The Approach
To explore these questions, we conducted a Painted Door Test*, which is a technique that mimics the presence of a new feature to measure interest without fully implementing it. This approach allowed us to gather meaningful data efficiently while avoiding costly development.
We collaborated with CAP’s potential software partner to ensure the test aligned with their future system design and requirements.
The Results
Impact on the User Journey
- No negative impact on engagement: The addition of Live Chat didn’t affect how users interacted with the website. People still carried out key actions without any issues or friction. In fact, the live chat fitted well with the existing experience and increased key interaction engagement metrics.
- +37.5% increase in enquiries: Partnered with the above, the live chat feature encouraged users to enquire and push users towards conversion. Our test saw an uplift in calls, emails and new CAP service users.
- High engagement rate: Users who opened the Live Chat tended to complete their enquiries, with higher success rates than the industry average. This shows there is a strong interest in using Live Chat to get in touch.
A better understanding on audience needs
We were able to gather insights on the common message themes from users using the Live Chat feature:
- Alternative communication preferences: Some users preferred to use Live Chat instead of calling, showing a need for different ways to reach out and supporting accessibility within the organisation.
- Existing clients with account-related questions: A number of users were current clients asking about their accounts, suggesting there is a demand for more specific contact options for these users.
- Young users seeking financial education: The biggest learning for CAP was understanding how their younger demographic behaves. Many younger users were looking for help with managing their money and resources to help prevent getting into debt. This highlights an opportunity to offer more educational content on financial planning.
- Relatives seeking support for loved ones: A group of users contacted CAP on behalf of a friend or family member who needed help, showing the need for resources for those seeking support for others.
Messages below from the live chat test:
We saved CAP investing in a Live Chat feature that didn’t meet User needs.
This experiment validated the need for Live Chat as an accessible, user-friendly support tool. The feature not only compliments CAP’s existing enquiry routes but has also opened discussions internally on ensuring accessibility is considered providing all user groups the ability to connect with CAP.
A deeper understanding of what their users are looking for and their needs
CAP were surprised with the responses and messages coming in via the Live Chat which presented an internal question of:
“Are we supporting ALL use groups that are engaging with CAP?”
The insights from the messages has allowed CAP to respond to user preferences and motivations, building and introducing more effective pathways for support, improve efficiencies within their New Enquiries team, and continue their mission to transform lives and end poverty.
CAP have now shifted optimisation efforts to be user-led, ensuring that decisions are always backed by data.
Want to validate an internal idea using a data-driven approach? Get in touch
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