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Every business tool needs to justify its cost. Live chat is no exception. But unlike many marketing investments where attribution is murky, live chat produces measurable, direct results that show up in your conversion reports within weeks of deployment.
The most cited figure in live chat research is a 40% average increase in website conversion rates when chat is available versus when it isn't. This is consistent across industries — from SaaS to professional services to e-commerce. The reason is straightforward: a visitor with an unanswered objection won't convert. A visitor whose objection is resolved in real time frequently does. Live chat turns hesitation into action.
When you break down cost-per-lead across channels, live chat consistently outperforms paid search, display advertising, and even email nurture sequences. The visitors engaging in live chat are already on your website — they've self-selected as interested. Converting them via chat requires no additional acquisition spend. You're monetising traffic you already paid for, which makes the marginal ROI of chat extraordinarily high.
Customers who engage with live chat before purchasing spend, on average, 13% more per transaction. In B2B contexts the effect is even more pronounced — a sales agent who can conduct a guided discovery conversation via chat or video consistently upgrades prospects to higher-tier plans. The agent understands the buyer's actual needs and can position the right solution rather than letting the visitor self-select a potentially undersized package.
Live chat isn't just a sales tool — it also dramatically reduces the cost of support. A phone call averages $12 per interaction; a live chat session costs $3–5 and allows agents to handle three to four concurrent conversations. When AI handles the first line of support, cost-per-resolution drops even further. Businesses that shift from phone-first to chat-first support routinely cut their support operational costs by 25–40%.
Start with your monthly website visitors, apply your current conversion rate, and calculate your average revenue per conversion. Now model a conservative 20% lift in conversions from live chat. For a site with 2,000 monthly visitors, a 2% conversion rate, and £3,000 average deal size: that's 40 sales, £120,000 in revenue. A 20% lift adds 8 more sales — £24,000 monthly — against a live chat platform cost of a few hundred pounds. The maths rarely needs a second look.
Book a demo with the Biz AI Last team and we'll show you a custom ROI projection based on your actual traffic and conversion data.
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