First, track where on the site visitors are engaging your chat.
Second, use chat transcripts to extract the common questions visitors are asking.
Third, provide those answers on the same pages where they’re being asked.
If you have a lot of visitors engaging chat on your product pages — and you have lots of skews — it’s likely that you need to provide more information on your product pages.
Many of your visitors are bailing because their questions aren’t being answered, many of them won’t think to start a chat to get those answers, and others simply prefer not to chat.
The path to better conversion is to simply answer your visitors’ questions. If you’re unsure what they’re asking or where, many of those questions are sitting in your chat logs. Go take a look.