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ConversionSales4 min read
Live chat: when it earns its salary
Live chat is either your highest-converting surface or your most expensive theater. The difference is who's behind it and when it's offered.
Add a chat widget. Watch the metric. Half the time it pulls in genuinely high-intent conversations. Half the time it produces 50 "do you have a free plan" questions per day and one closed deal per quarter.
When it works
B2B with deal sizes high enough to justify a human's time. Targeted by page (pricing, security, enterprise features) — not site-wide. Staffed by someone who can actually answer the question, not just collect a name.
When it doesn't
Low-ACV self-serve. Site-wide popup. Off-hours auto-responses. Bots that pretend to be people. Any of these will burn the trust of the visitors who would have converted on their own.
Live chat works when it feels like the page brought you to the right person, not like the page interrupted you.