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Having done a great deal of chat support, in my opinion it does not really help with sales. Most people do not use the chat system for joining the site, the number one reason they use it in my experience was help in cancelling and the number two reason was problems with passwords etc.
I think overall perhaps 3% of people (in my own personal experience) had questions to do with joining the website.
It is very good though for helping to KEEP people a member. If they are having problems entering the site and you are there to walk them through it they may not cancel and/or chargeback out of frustration.
eMail and phone seem to be the most popular methods with customers contacting websites though. The number of people who use the chat compared to email and phone is a small percentage.
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