Pricing & ROI
How to calculate the ROI of a website chatbot
A simple model for chatbot ROI using deflected questions, captured leads and conversion value — plus the numbers you should not believe.
In short
Chatbot ROI comes from two measurable places: hours saved answering repeat questions, and leads captured that would otherwise have left without contacting you.
Multiply captured leads by your close rate and average customer value, add the hours saved at your own hourly cost, and compare with the monthly fee.
Key facts
Key facts
- ROI inputs: conversations, leads captured, close rate, customer value, hours saved.
- A €79/month bot needs roughly one recovered customer per quarter in most service businesses.
- Deflection value = questions answered × minutes saved × your hourly cost.
- Ignore vendor claims of fixed percentage uplifts; measure your own numbers.
The formula
Monthly value = (leads captured × close rate × average customer value) + (questions answered × minutes each × your cost per minute). Subtract the subscription. That is it.
| Input | Example | Where to find it |
|---|---|---|
| Leads captured | 9/month | Chatbot dashboard |
| Close rate | 20% | Your own sales record |
| Customer value | €600 | Average invoice |
| Questions answered | 140/month | Chatbot dashboard |
| Minutes saved each | 3 | Estimate honestly |
What not to count
Do not count every conversation as a saved enquiry — many visitors would never have emailed. Do not count leads you would have received through the contact form anyway. Conservative numbers keep the decision honest, and the honest number is usually still comfortably positive.
Measure across a full month
Traffic is seasonal and one quiet week proves nothing. Run a full month, with the bot installed site-wide, and compare enquiry volume with the month before.
The product behind this guide
A chatbot trained on your own website, live today
Defaltam builds AI chatbots that read your public pages and answer with your real prices, services and policies. Support is €79/month, Sales is €149/month, both start with a 5-day free trial, and installation is one script tag.
FAQ
Questions people ask about this
How do I calculate chatbot ROI?
Multiply leads captured by your close rate and average customer value, add the time saved on repeat questions valued at your hourly cost, then subtract the subscription fee. Use your own dashboard numbers rather than vendor averages.
How long before a chatbot pays for itself?
In most service businesses one recovered customer covers several months of a €79 subscription, so the honest answer is usually within the first quarter.
What should I track from day one?
Conversations started, questions answered, leads captured with contact details, and how many of those became customers.
Are vendor ROI claims reliable?
Treat them as marketing. Your traffic, offer and close rate decide the outcome, so measure your own month.
Related
Keep reading.
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AI chatbot plans and pricing →
Support €79/mo, Sales €149/mo, 5-day free trial.
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The ten-minute install guide, platform by platform.