Our experience is that Web Chat only produces 1 sale in 10 to even 1 sale in 20 chats. People appear to use Web Chat at an earlier stage of their car buying journey than those who are zeroed in on a car and texting with the dealer.
That said, however, it is important to note that live web chat should be an important part of your marketing repertoire; because there is a substantial ROI benefit from its diligent use.
Below is a case study of a dealer that now uses Live Web Chat.
Southern Pointe Auto is a small independent dealer in central Georgia with about 100 cars on 2 different separated lots.