The numbers
Form conversion: 4-9% median;;AI chat conversion: 18-30% median;;Combined: 22-35% (the residual form catches enterprise self-selectors)
Recommendation
- Keep both. Default to chat. Offer 'prefer email? Fill this form.' as the escape hatch.
One anti-pattern to avoid
Never gate the chat behind the form. That collapses both funnels to the worse of the two.