The other thing you run into with dealers that have switched to CTA buttons that open "chat" is you often just end up with a lead form within the chat window. This isn't any better than a standard lead form folks, in fact it's probably worse... View attachment 7425
As a provider of straight-up "trade us your information for your trade-in value or estimated monthly payment" tools, I can say with certainty that website submission forms aren't dead. The website conversion stats have held roughly constant since TradePending's founding in 2014.
As a marketer, I work hard to ignore my personal biases (chat vs. email vs. form fill vs. phone) to provide as many means as possible for customers / prospects to engage with us in their preferred method, not mine.
We moved the Contact Us CTA to open live chat on all sites last fall. I feel pretty good about the reaction so far and have not heard anything negative from our BDC. And believe me, they would certainly speak up. We are still trying to nail down the analytics/ROI on this change, but we'll get there.