AI Chatbot ROI Calculator

Most chatbot ROI pitches round up. This one doesn't. Drop in four numbers; see three scenarios — Conservative, Expected, Aggressive — and the tier Wengrow would put you on. Every formula is printed below the calculator.

What the numbers mean

Engaged conversations. Not widget opens. Not single-hello tests. Two-plus message exchanges that did real work — the billing unit on every Wengrow tier. See the essay on why we bill that way.

Qualified leads. Conversations that ended with contact info and the qualification fields you configured, landing in your CRM. Depending on your setup, that's HubSpot, Salesforce, a webhook, or the Wengrow inbox.

Partial contacts. People who shared contact info partway through the conversation but didn't complete every qualifying field. A form would have captured nothing from these visitors; progressive capture lets you still follow up.

Cost per qualified lead (CPL). Monthly tier cost ÷ qualified leads. For reference, B2B Google Ads CPLs often run $50–$200; LinkedIn Ads commonly $150–$500. A well-deployed chatbot tends to land far below that because the traffic was already on your site.

Closed-won revenue. Qualified leads × your close rate × average deal size. If your close rate on bot-sourced leads is different from your form-sourced rate, pencil the bot-sourced number in — you know your business better than we do.

ROI multiple. (Revenue − monthly cost) ÷ monthly cost. The headline number for the boardroom, last in the funnel because the numbers upstream of it are what drive it.

Why the inputs matter

Deployment mode

Where the chat lives changes the math and the comparison baseline. An embedded widget is a bubble in the corner of a site people came to read or browse — most never click it, but the slice that does tends to engage deeply. The realistic comparison is what your existing page-level forms, newsletter popups, and contact-us pages collectively convert at (usually 0.1–1%). A hosted page is a standalone URL where chat is the page — the fair comparison is a dedicated lead-capture lander (usually 1–5%). The calculator uses a different rate model for each mode and swaps the form-fill default when you toggle.

Current form-fill conversion rate

The one number only you know: what fraction of visitors fill out your current lead-capture form today. The calculator uses it as a reference baseline — how many leads forms would produce at the same traffic — so chat numbers sit next to something familiar. Default of 0.3% for embedded (general-site form mix) or 2% for hosted (dedicated lander); override with your own analytics.

Close rate and deal size

The calculator uses your numbers, not industry averages. If your AE team closes 25% of chatbot-sourced leads and your ACV is $8,000, enter those. If your close rate on unqualified web leads is 3% and you sell $249/mo software, enter those. Either math works; both are honest.

Why three scenarios instead of one

A single ROI number invites the reader to assume it's either a floor or a ceiling. It's neither. The Conservative / Expected / Aggressive split brackets what we think is plausible: engagement can be under-stimulated by a quiet widget placement, or over-stimulated by smart deployment (auto-open, proactive prompts, nurture sequencing). We used to quantify each tactic individually. We stopped, because independent research on those specific lifts doesn't exist — most published numbers come from vendors with selection bias. The 1.4× Aggressive factor brackets the plausible compound uplift from all of them without pretending to know the decomposition.

What the calculator does not try to estimate

• Deflected support costs. Wengrow is built for lead capture, not support deflection. If you run an Intercom-style deflection motion, a different math applies — see Wengrow vs Intercom for the framing.
• Brand lift or follow-on referrals. Real, hard to quantify, not in the numbers above.
• Human time saved. Depends on how you staffed lead qualification before — some teams save hours/week, others save nothing because they weren't doing it at all.

The calculator is deliberately conservative on these fronts. We'd rather underclaim and have you find upside than the reverse.

Next steps

Once you've got a number you trust:

1. Sanity-check against your form-fill baseline. The calculator shows both the qualified-lead count and how many leads your current form would produce at the same traffic. If the chat number is 5–10× your form number at the Expected scenario, treat that as suspicious and push toward the Conservative column. If it's 1–3× more, you're in realistic territory — and remember the partial-contact row is additional upside a form can't capture at all.
2. Look at pricing — the tier the calculator recommended is the monthly number.
3. Start a 14-day free trial with no credit card. Paste your URL, let auto-setup build the agent, and watch real numbers come in before you decide anything.