What's your rating of LiveChat

The 6 top live chat metrics you should be measuring

Focusing on metrics can significantly improve your chat performance. But looking at our own analytics function, I can see that the multitude of tracking options can seem overwhelming.

Being numerical is a good approach, but it risks paralysis through analysis. Before you can draw any conclusions from the numbers, you must first know What You should measure.

Here at Userlike, we ourselves are intensive users of our own live chat software to advise our customers. Let's look at the key figures that we consider most important for our evaluations, add meaning to the numbers and pay attention to common stumbling blocks.

Number of chats

The number of chats received (impressions) is the first metric you should look at to get an overview of the performance of your chats. That alone doesn't say anything about the quality of your service, but it does show you how busy your live chat is. In other words, whether your visitors are really using your chat.

Which operator handles the most chats?

The impressions not only show you how many chats you have received in total, but also how many chats each operator has looked after. This makes it easy to compare the performance of your individual operators. If you notice significant differences, all other things being equal (e.g. operators have the same number of chat slots, same product knowledge), you should reassess your chat distribution.

You can filter the chat impressions by operator and view them per day.

Why am I not getting so many chats?

Sometimes you may not get as many chats as you expected. One reason for this could be that your setup is not ideal. Small adjustments can help here, for example changing the position or design of your chat widget to better match the style of your website. The chat mode you choose can also make a huge difference. A proactive mode leads to significantly more chats than a registration form.

Watch our video below to learn how to set up the widget settings.

reaction time

Compared to other contact channels, users have the least patience with live chat. Often times, it's just a quick question that prevents them from completing their purchase. If you take too long to answer, you risk your visitors looking for an answer elsewhere. That is why the response time is the most important key figure in live chat.

How fast should I reply to an incoming chat?

In the dashboard we measure the response time as the time in seconds until an operator responds to an incoming chat. Your goal is to keep your response time as short as possible. We try to keep it under 15 seconds.

However, keep in mind that it is no more than the name suggests. A first reaction. You don't have to solve the problem with this one yet. A friendly " Hi, how may I help you ”Is completely sufficient. It is simply the “first sign of life” that your visitor receives from you.

How can I improve my response time?

The number of chat slots your operators have has a negative effect on your reaction time (more chat slots = longer reaction time). Which is obvious: you answer faster if you are not already having several chats at the same time.

Chat macros also speed up your response time. While we think macros are great for making chat support more efficient, we refuse to use them as greetings as well. Why is that?

With live chat, many visitors are unsure whether they are communicating with a real person or a chatbot. You can quickly make predefined answers sound like a robot - an impression that you want to avoid in the chat. While it's possible to use a natural-sounding macro to greet you, you run the risk of returning visitors to notice the redundancy of your first few messages. A nice greeting is a great way to add a personal, warm touch to a live chat conversation. Take advantage of this even if it takes some time.

Do you want better customer relationships?

Try Userlike for free and chat with your customers on your website, Facebook Messenger and Telegram.

Learn more

The best way to speed up your response time is to have a team of capable employees who can quickly jump back and forth between different chats and still give the customer a proper welcome. Find out in this post how you can train the necessary skills.

Average response time

The total average time between responses in seconds. A quick example. Let's say your chat session was resolved by 4 answers, with corresponding response times of 20, 60, 95 and 25 seconds. Your average response time is then 50 seconds ((20 + 60 + 95 + 25) / 4)).

Average response times vary depending on the contact channel. Live chat requires an instant response, under 2 minutes.

We determine the average response time by operator.

This figure does not stand on its own either. You probably don't want your visitors to feel like you're trying to get rid of them as soon as possible. Of course, processing one chat quickly allows you to move on to the next, resulting in greater overall efficiency. But if you make average response time your most important metric, you run the risk of a negative impact on your quality - which then affects your customers' satisfaction with your service.

How can I reduce my average response time?

Macros are a useful tool in reducing the average response time. Analyze which questions your customers often ask in the chat (e.g. " Why are you better than your competition ?”, “ Where can I upgrade my account ? ”) And increase your response time with targeted, predefined answers.

Also, the average response time usually increases with the number of chats your operators have at the same time. Therefore, if you want to reduce your average response time, you should limit the number of chat slots your operators can use.

As with the response time, it is worthwhile to have well-trained, competent employees who, for example, do not have to leaf through the help section or ask superiors before they can answer a request.

Satisfaction rate

How satisfied are your visitors with your chat service? Measuring customer satisfaction is not that easy because it is an emotion that is less directly measurable than, for example, your reaction time. This is why the post-chat chat survey is so handy.

If you activate the satisfaction rating, your visitors will see a five-star rating after the chat has ended. You can also leave a comment with additional feedback. This provides you with valuable information that will help you improve your service.

Compared to other contact channels, it is quite easy for the user to provide feedback with live chat. The reason for this is that you question the customer directly after the chat, in the same interface. You don't have to take an extra step.

Which operator does the best job?

Customer satisfaction is a decisive factor in separating the wheat from the chaff in support. Star ratings are helpful tools for finding out how well your individual operators have done at making your customers happy. The average score allows you to easily compare their performances.

Got it, 5 stars are great and 1 star ratings are crap - right?

It's not that easy. Star ratings are usually good indicators of service quality, but they can also be deceptive. A 5-star answer is not always worth 5 stars. Sometimes the operator does not know the product well enough and gives the visitor wrong information, e.g. " Of course you can integrate our product with Asana :) ”- which is not possible. While such a response will satisfy the visitor immediately after the chat, if they later find out that things are not working as they were told, you may have to deal with a disgruntled customer.

Your operator can also invest too much time in the chat and, for example, get the visitor's whole life story served up after the problem has already been solved. This “free therapist session” will leave a happy visitor, but it will have a very negative impact on your chat efficiency. So make sure you don't take positive reviews as face value.

Free guide to professional customer service communication

Download our free guide and improve your cross-channel communication skills.

Get your guide

Negative reviews are the other side of the coin. Even if you got everything right, your visitor may simply not accept your answer and express their dissatisfaction in the form of a poor rating. This often happens, for example, when you don't offer the right feature that the customer wanted. And then there are internet trolls who just enjoy creating confusion.

To find out if it was an unfounded review or if something went wrong, let's take a closer look at all 1 to 3 star reviews. We also randomly check the 5-star reviews to make sure the responses from our service staff were all correct. Our support team meets weekly to discuss the results and avoid errors in the future.

How does my chat team stay motivated?

Post-chat surveys have another easily overlooked force: employee motivation. In contrast to other channels, such as e-mail, you receive immediate feedback on the service you provided in the chat. From my own experience in chat support, I know that a simple thing like 5 stars and a “great service, :)!” Feedback can really put a smile on your face - and give you the energy you need to deal with difficult situations in support.

Missed Opportunities

Another metric that we record at Userlike are Missed Opportunities . This shows you how many chats you missed because your chat service was not available to your visitors. Reasons for this could either be that your operators were offline, busy, or absent. So your visitor clicks the chat button on your website but cannot start a chat.

Note that the number of missed opportunities depends on your availability. If no operator is available in the chat, no chat can be started. So if you receive a lot of offline messages outside of your service hours, you can expand your chat support during these hours to better meet the needs of your visitors.

When is the chat busy?

Looking at the missed opportunities will help you get a better sense of how well you occupied your chat. There may be certain times of the day when your missed opportunities peak, such as the weekend or night.

How can I reduce my missed opportunities?

One way to reduce the number of missed opportunities is to staff your chat accordingly. While this is feasible for very large companies, most smaller companies don't have the resources to do it. This is where Chat Butler comes in.

We know that it can be difficult to always be available in the chat. Chat Butler greets your visitors and collects their questions when you are not in the chat panel, at the same time notifying you to take over the chat. You no longer have to wait for a new chat in the chat panel, you can go directly online when needed, minimizing your missed opportunities.


With our Topic function you can create your own chat topics to better categorize your chats. They're a way to tag your chats so everyone knows what it was about without having to go through all of the transcripts first. You can see at a glance how many similar inquiries you are receiving.

You can define the topics for different contact channels to see if you get the same questions through different channels or if they are different.

How can topics help me be more efficient?

We assign topics to our chats so that we can act more easily. Our topics are " Feature request ”, “ termination ”, “ Tech ”, “ Nonsense " and more. You can create a theme for any scenario. However, we recommend limiting the number of topics so that it doesn't get too fragmented.

Some examples of how we use themes:

  • We mark chats we receive from internet trolls with " Nonsense ”So that we don't waste our time with them when we analyze the 1-star chats.
  • We regularly go the " Feature request ”Chats to see if many different users feel that an important functionality is missing from our software.
  • On the topic " termination ”We keep track of how many customers have reached us in chat to cancel their subscription. This is a critical process for any company, so we also check how well the operator handled the request.

No key figure is meaningful without context. As we've seen, that goes for even 5-star reviews. Most KPIs are interrelated and depend on other factors, such as the number of chat slots. For a holistic overview of what works and what doesn't, it is worth looking at how various key factors interact.

For data-driven customer service, check out our other posts as well:

This article was originally written by Tamina Steil and translated into German by Mara Küsters .