Reach out when a visitor’s activity suggests a specific question you can help answer—not simply because they are on your site. A brief, optional invitation can fit a cart, pricing, help, or case-status page; its timing and wording should match that context. There is no universally established best delay, so treat timing examples as starting points to test rather than proven benchmarks.
When proactive live chat makes sense
A proactive chat is an invitation prompted by a condition such as the page a visitor is viewing, their visit history, or time spent on a page. It should give the visitor a choice, and it should appear only when your team or automated service can offer relevant help.
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On a cart page
A visitor who stays on a cart page may have a question about a product or checkout. An invitation can offer help with those specifics rather than interrupting with a generic greeting. Zendesk gives a cart-page trigger after “more than 60 seconds” as an example. That is an illustrative configuration, not a universal recommendation or a measured conversion finding.
On a pricing or product page
Someone comparing plans or evaluating a product may benefit from a prompt offering to explain what is included or help compare options. The invitation is most relevant when it names the decision the visitor may be making. Zendesk describes pricing and other critical pages as possible contexts for a proactive message.
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On a help or knowledge-base page
A visitor lingering on a help page, or returning to the same help content, may still be looking for an answer. A prompt can offer to answer a question without assuming the person is stuck. Microsoft Learn describes an example help-page trigger at about 20 seconds and illustrates a repeat help-page visit. The 20-second figure is an example scenario, not evidence of an optimal wait.
When a visitor returns
A returning visitor can be welcomed when you have relevant guidance to offer. Avoid sending another invitation if the visitor has already started a conversation or is already being helped; Zendesk’s trigger guidance includes visitor-served state as a condition to consider.
On an existing case-status page
If a visitor is checking an existing support case, a prompt offering a status update or more detail may be useful. Only refer to case information when your system has reliable, authorized context for that visitor and the status is accurate. Microsoft Learn illustrates offering case details, but that example is not permission to expose information without appropriate verification.
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Use the visitor’s likely intent to choose a condition, then treat the delay as a setting to evaluate—not a standard that applies to every site. Neither Zendesk’s 60-second cart example nor Microsoft Learn’s roughly 20-second help-page example establishes a universally effective delay. The cited material does not establish a general conversion lift, satisfaction gain, or ideal contact-frequency threshold.
| Visitor context | Possible trigger | Timing evidence and qualification |
|---|---|---|
| Cart page | Visitor remains on the cart page; offer help with cart or checkout details. | Zendesk gives “more than 60 seconds” as an example trigger, not a proven benchmark. |
| Help page | Visitor spends time on help content or returns to a help page; offer to answer a question. | Microsoft Learn gives about 20 seconds as an example scenario, not an optimal delay. |
| Pricing or product page | Visitor is evaluating an option; offer a relevant explanation or comparison. | No specific delay is established in the cited examples. |
| Returning visitor | Visitor returns and has not already started a chat or been served. | No specific delay is established in the cited examples. |
| Case-status page | Offer an update only when the visitor and case context are reliably matched. | No specific delay is established in the cited examples. |
In practice, begin with a small number of context-specific triggers. If an invitation fires too early, too often, or when no one can respond, it is poorly timed even if its wording is polished. Review whether the trigger appears in the intended situation and whether visitors receive a useful response path.
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What to say in the first message
A good opener is short, tied to the visitor’s current task, and easy to ignore or decline. Microsoft Learn’s general example is: “Hi! Just checking in to see if I can help answer any questions you may have.” For a more useful prompt, make the possible help concrete without pretending to know what the visitor needs.
- General help: “Hi! Just checking in to see if I can help answer any questions you may have.” This is sample copy from Microsoft Learn.
- Product question: “Do you have a question about [product]? I’m here to help.” Microsoft Learn provides this as an example pattern.
- Cart: “Have a question about anything in your cart? I can help with product or checkout details.” This is suggested copy based on Zendesk’s cart-page scenario.
- Pricing: “Would it help to compare the plans or clarify what’s included?” This is suggested copy based on Zendesk’s pricing-page scenario.
- Case status: “Your case is [accurate status]. Would you like more detail?” Use only when the status is accurate and appropriate to disclose; Microsoft Learn illustrates proactively offering case details.
Avoid a message that feels like an unexplained interruption. “How can I help?” may be polite, but a visitor is more likely to understand why you appeared if the invitation names a relevant task, such as checkout details or plan comparisons. Keep the message optional: it is an offer, not a demand for a reply.
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Make the trigger useful—and prevent unwanted repeats
Build each trigger around a relevant condition: page, visit history, visitor state, or elapsed time. Zendesk documents condition-based triggers and visitor-served state. Use those controls to prevent a prompt from appearing when the person is already asking for help or has already been served.
Decide how often an invitation may appear. Zendesk’s proactive-message documentation describes options to send during business hours, outside business hours, or at any time, and to send once, once per visit, or each time the conditions are met. Choose deliberately: a repeat prompt that follows every qualifying page view may be irritating even if the first invitation was well timed.
- Choose one visitor situation. For example, a visitor remains on a cart page or returns to a help article.
- Set the qualifying condition. Specify the relevant page, visit state, or elapsed time in the chat system.
- Exclude people already receiving help. Use available visitor-served or active-conversation conditions so the proactive message does not compete with an existing support exchange.
- Set operating hours and frequency. Select whether the invitation runs during business hours, outside them, or at any time, and whether it can appear once, once per visit, or whenever conditions recur.
- Check the full response path. Confirm that the message reaches an available person or a clearly identified automated service, and provide another contact option when live chat is unavailable.
- Review the actual trigger behavior. Confirm that the intended visitor sees the invitation in the intended context and that someone can respond when it appears.
Check staffing, routing, and fallback before launch
An invitation is only useful if a visitor can get help after accepting it. Check who receives the conversation, whether the relevant staff are available, and what happens outside service hours. Zendesk notes that a proactive trigger can bypass pre-chat-form routing in some setups. Its trigger reference also says message actions do not work when the account is offline. Test the configuration rather than assuming the normal routing path will apply.
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If no live agent is available, say so clearly and offer a workable alternative, such as an appropriate support form or another contact route. GOV.UK’s service-design guidance says chat exchanges should be simple, concise, and relevant, that services should give users time to respond, and that users should be told whether a chatbot is automated and what it can or cannot do.
Human live chat and chatbots are not the same
GOV.UK defines webchat, also called live chat, as an online conversation between a user and a human adviser. If the invitation instead opens an automated chatbot, identify it as automated and set expectations about its capabilities. Do not imply that a person is present when the visitor is actually interacting with automation.
Be explicit about what the service can handle and how a visitor can reach a person or another support route if the automated service cannot resolve the question. That distinction matters especially when the message offers case details, account help, or a response that depends on current, accurate customer information.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to assess a proactive-chat approach
Use these checks to assess whether a trigger is appropriate for your site and service:
- Visitor context: Does the page or visit behavior suggest a plausible question, rather than merely indicate that someone is browsing?
- Intrusiveness: Is the delay and repeat frequency restrained enough for the situation?
- Response capability: Can a suitably prepared agent or transparently identified automated service answer the question the opener invites?
- Hours and routing: Does the trigger align with staffing and the actual routing configuration?
- Alternative help: If live chat cannot respond or automation cannot resolve the issue, does the visitor have another clear way to get support?
These criteria help distinguish a relevant invitation from a pop-up that merely appears because a timer expired. The timing examples are configuration illustrations; the cited sources do not establish a general performance result for proactive chat.
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Frequently Asked Questions
Does a proactive chat message start a conversation automatically?
No. It is an invitation based on a condition, and the visitor can choose whether to respond. Configure it so it does not interrupt an existing support conversation.
Should the first message ask a question?
It can, as long as the question is simple and relevant to the visitor’s task. GOV.UK recommends concise, relevant exchanges and questions that keep users engaged; give the visitor time to answer rather than stacking follow-up prompts.
Can I say a case has been updated in a proactive message?
Only when the system has reliably matched the visitor to the correct case and the update is appropriate to disclose. Otherwise, offer help without asserting case-specific information.
Does proactive live chat guarantee more conversions or happier customers?
No general conversion or satisfaction lift is established by the cited examples. They describe possible trigger contexts and sample timings, not measured outcomes.
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