Should I use live chat or a contact form?

Use both - they serve different visitor needs.

Contact forms are essential for visitors who prefer to send a message on their own schedule, especially outside business hours. Live chat (or an AI chatbot) captures visitors who want immediate answers and are ready to engage now. Studies show live chat can increase conversions by 20–40% because it reduces friction at the decision point. The ideal setup is an AI chatbot that handles initial questions 24/7, with the option to connect to a live agent during business hours. Contact forms should still be available as an alternative for visitors who prefer asynchronous communication.