Hoover's increases conversion rates and average order values with LivePerson proactive chat
LivePerson Enterprise platform shortens sales cycle by 48% and generates 500% ROI
Hoover's, a D&B company, gives its customers a competitive edge with insightful information about industries, companies, and key decision makers. Hoover's provides this up-to-date information for sales, marketing, business development, and other professionals who need intelligence on U.S. and global companies, industries, and the people who lead them. This information, along with powerful tools to search, sort, download and integrate the content, is available through Hoover's (www.hoovers. com), the company's premier online service. Hoover's business information is also available through corporate intranets and distribution agreements with licensees, as well as via Hoover's books. The company is headquartered in Austin, Texas.
The Challenge
With more than one million monthly visitors, the company's main obstacle to growing online revenue was not increasing traffic, but converting more visitors to buyers. Hoover's needed an efficient way to seamlessly identify the visitors most likely to become paid subscribers, qualify potential leads and initiate a sales dialogue. Prior to the chat implementation, a system of online Web forms funneled prospects to outsourced call center agents, who called the visitor within fifteen minutes of receiving the form, and then transferred qualified calls to skilled in-house sales representatives.
"Even within those fifteen minutes between submitting the form and getting a callback, there's a very large attrition rate. We were looking for a way to not lose that connection with the customer," said Marybeth Gavin, Sr. Marketing Manager, Hoover's.
Gavin's team wanted to implement a tool that would allow outsourced agents to contact and pre-qualify visitors quickly, before their interest waned. The agents' role in pre-qualifying visitors was vital to internal sales representatives, who needed to focus their limited resources on leads that represented the highest-value online subscriptions.
"With the LivePerson solution, we are able to provide multiple options to our customer base and qualify each lead. This implementation has been a success for our customers and Hoover’s alike."
Marybeth Gavin
Senior Marketing Manager
Hoover’s