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Jason, you are accurate in your assessment that the chat feature is not the golden key to generate leads and that you must give due diligence to your website. It is a feature, but apart of a larger experience for the consumer. It is more important what happens after the live chat rather than the feature itself. You may find value in the study done on consumer perception and experience entitled The Importance of Speed. This link will bring you to a page with an explanation of the iBase Insights research and you will find the PDF of the study on the right side of the page.