Applus+ Laboratories and the AI Conversion Challenge

In the competitive B2B landscape, Marketing leaders face constant pressure to maintain lead volume and quality. Rising acquisition costs and diminishing returns on digital advertising make justifying Marketing spend to Finance increasingly difficult.

When traffic does reach a website, converting passive visitors into qualified opportunities is often a major challenge, leading to friction with sales teams. While AI offers huge potential, its perceived complexity can feel intimidating to busy marketing leaders.

Applus+ Laboratories, a global provider of testing and certification services, experienced these challenges first hand. Operating in a global network of multidisciplinary laboratories, the company provides highly specialised services across high-complexity industries including aerospace, automotive, cybersecurity, electrical and electronics, medical devices, renewable energy, construction and railway.

Their website contains vast amounts of technical information designed for diverse audiences. The central Marketing challenge was clear:

How to efficiently guide visitors to the exact solutions they need and convert that intent into high quality leads, without relying on traditional static web forms.

Jordi Novellas, Digital Marketing Strategist at Applus+ Laboratories, identified that the traditional website structure, based on standard menus and generic contact forms could be improved to capture more opportunities.

“We identified opportunities to improve how users navigate the site and convert their intent into qualified leads” Jordi explained.

Leadoo AI as the Solution

To address this, Applus+ Laboratories partnered with Leadoo to implement an AI-powered conversational marketing platform. By deploying Leadoo’s generative AI within their Global Chatbot, which was launched across their multilingual corporate website. Applus+ Laboratories implemented a scalable way to introduce AI into their website experience.

The Chatbot was positioned in the bottom right corner of the site to act as a round-the-clock assistant. Initiating conversations, answering detailed product questions, and guiding visitors down the funnel towards conversions such as quote requests or direct enquiries.

“After implementing the Chatbot, we quickly started seeing positive results. The chatbot complemented our existing lead generation efforts by creating an additional way for website visitors to engage with us.” Jordi noted.

The data gathered during these conversations, including the prospect’s specific challenges and questions, were passed directly to the Sales Team. This context helped Sales teams better understand incoming leads and prioritise follow-ups more effectively.

The Leadoo AI chatbot delivered measurable results over time. In 2025, it captured a consistent volume of leads per day with a 20% conversion rate on discussions and a 2.2% engagement rate from all site visitors.

Crucially though, Leadoo’s Conversion Experts mean that our conversion tools are continuously optimised over time. So in 2026, all those engagement and lead generation journeys were improved through A/B testing and optimisation.

Year-on-year in 2026, monthly web leads increased approximately 10%; Chatbot conversion rate rose from 20% to 25%; and the visitor engagement rate with the tools almost doubled from 2.2% to 4.2%.

Going For AI-driven Growth

Leadoo AI now autonomously handles 68% of all website discussions. And 48% of all leads coming through the website chatbot now interact with the AI chat specifically.

The integration helped improve both lead quantity and quality.

The team confirmed the commercial impact: “Since working with Leadoo, we’ve increased lead generation, with stronger lead quality. The use of generative AI in the chatbot has played a key role, providing clear, relevant answers and driving conversions effectively. It has also improved how we engage with website visitors.”

Leadoo’s hands-on support was vital to this success: “The support from Leadoo has been excellent, with regular performance check-ins and continuous optimisation suggestions,” Jordi added. “They’re also very responsive when it comes to implementing changes, whether it’s design adjustments, new chatbot use cases or integrations with our internal tools and CRM.”

Applus+ Laboratories’ experience suggests that improving lead generation does not necessarily require rebuilding a website or significantly increasing ad spend. By deploying Leadoo’s website personalisation platform, they helped convert more website visitors into qualified leads

If you want to eliminate diminishing returns, improve lead quality, and confidently achieve your Marketing targets, book a demo with our conversion experts today.

Growing Expectations in Digital Channels

Competition in the energy sector is fierce, and customer needs are evolving rapidly. At Keravan Energia, the goal was to meet these challenges by improving lead generation on the website and enhancing the overall customer experience.

Choosing Leadoo – Local Expertise and Strong Support

When exploring different options, Leadoo stood out. Flexible bots, ease of use, and clear reporting made the difference. The fact that Leadoo is a Finnish company with a knowledgeable support team also played an important role.

The implementation was smooth, and Keravan Energia quickly had tailored bot solutions up and running. “Collaboration with the Leadoo team has always been seamless, and support is readily available whenever needed,” Nina says.

More Leads and Higher Conversion Rates

The results became clear shortly after implementation. With Leadoo AI, the number of leads increased and the conversion rate improved significantly. Thanks to the bots, customers now spend more time on the website, get answers to their questions instantly, and the overall quality of feedback has improved.

Less Manual Work – More Time For Customers

With Leadoo AI, lead collection and processing is now largely automated. Leads are directed straight to the right experts, which has reduced manual work and sped up customer service. At the same time, collaboration between marketing and sales has improved, and processes have become more streamlined.

“Clear, measurable results”

At Keravan Energia, well-structured conversation flows have proven effective for both consumer and business customers. The visual, easy-to-read reporting has made tracking and analysis simple.

“I can warmly recommend Leadoo to other energy companies and businesses that want to improve their lead generation and customer experience online. We’ve seen clear, measurable results, and the collaboration has been professional and effortless,” Nina concludes.

The Challenge for Samuel Knight

You know how it feels. Low traffic engagement, stagnant conversion rates, and a website acting more like a digital brochure than a 24/7 lead engine. Addressing these challenges requires fundamentally changing how your site interacts with prospects. For global recruitment company Samuel Knight, that’s both clients and candidates.

We recently sat down with the Head of Marketing at Samuel Knight, Katelyn Young, to discuss their website’s transformation. An existing Leadoo customer, they had launched a new website at the beginning of the year. It needed to work. And they needed a conversion strategy to match.

The outcome? Over the last year, with a new website build in the middle of it all, Samuel Knight achieved a 360% increase in website leads and a 100% uplift in total revenue generated directly from the site.

Converting Passive Visitors into Active Leads

For Katelyn, the goal was to enhance their online strategy from passive information delivery to active user experience (UX) and conversion. Prior to the new website launching, this process had already begun. So let’s go back to the start…

The Initial Problem Set:

Need for Sophistication: They needed a tool more advanced than simple forms, that could easily segment traffic, having recognised that interactive UX was key to winning in the competitive recruitment space.

Low Engagement: Candidates were bouncing quickly without uploading CVs or applying for jobs..

Inconsistent Lead Flow: The Marketing team couldn’t provide a reliable stream of qualified leads to recruiters..

As Katelyn stated: “Before I started, there was no real lead gen from Marketing. I wanted to focus on more of a UX-based conversion tool as this was something that was proving the most effective for users in the recruitment space.”

Partnership + Conversational Marketing = Tangible Impact

Samuel Knight chose Leadoo not just for the technology, but for the partnership. They were helped to build a tailored solution, ensuring the tools looked and acted exactly like an extension of their elite, helpful brand.

For Samuel Knight, this meant custom-designed ‘bots’ (In-page, Visual, and Global) that became the central hub for website navigation and interaction.

The commercial results since Katelynn launched her new website, underpinned by conversational marketing, have been remarkable.

In 12 months:

Website leads grew by 360%.

Revenue from the website increased 100%.

Engagement grew, with 27% of visitors speaking to a conversational marketing tool.

The chat discussions to lead conversion rate was 46%.

More Leads and More Revenue

Achieving 360% in lead growth, and a 100% revenue uplift in 12 months, is transformational. It represents a fundamental shift in business performance.

As Katelyn noted: “Upon launching with our new website, and continuing our journey with Leadoo, we have seen a total lead growth from the website of 360% and a 100% uplift in total revenue generated from the website.”

The website now consistently generates opportunities every single day. Delivering a mix of high-value client opportunities and qualified candidate leads, continually growing their talent pool.

The Real MVP

When asked about the most useful product feature, Katelyn pointed to her account managers, not the technology.

“You know what, this is controversial, I wouldn’t say this is a feature, but a testament to our Account Manager, Gavin. His insights around what is working and what needs looked at is second to none. So, yes the Leadoo platform provides an array of incredible features, but your people are what really makes this special.”

The dedication of the Conversational Marketing Experts is what turns great technology into a game-changing business partnership.

The Challenge for Ubbink

In the competitive B2B landscape, especially within specialised sectors like building technology, the challenge for Marketing Managers often lies in translating general website traffic into concrete, high-quality leads that their Sales Teams can effectively action. This was the exact scenario facing Ubbink, a leader in the distribution of components and systems for building and residential technology.

We sat down with Kjell Teerink and Raymond Bolder from Ubbink to understand how they have fundamentally reshaped their digital lead generation strategy, and significantly improved their Sales pipeline efficiency.

The Challenge of Connecting with Specific Individuals

Ubbink’s website was primarily designed to generate interest through enquiry forms, not to serve as a transactional e-commerce platform. This structure created a common hurdle. They could generate broad enquiries, but lacked the ability to connect directly with specific, influential individuals or companies who were considered ICP.

“We started using Leadoo to solve problems related to lead interactions, especially to connect with specific individuals we considered interesting within the Dutch market,” Kjell explained. The goal was simple but crucial. Make the website an easier, more direct channel to engage with their B2B audience.

Leveraging conversational marketing tools like in-page bots and chatbots, provided an immediate and easy way to achieve these necessary lead interactions without requiring development or change to the site’s core design. It was about creating proactive engagement opportunities right where visitors were consuming content.

Clear Conversion Uplift with Conversational Marketing Tools

The deployment of these conversational marketing tools quickly became apparent, extending far beyond anecdotal improvements. Kjell confirmed a definite improvement in the quantity and quality of the leads generated through the website. This improvement was supported by impressive engagement and conversion metrics across their interactive bots.

The overall engagement generated by their interactive tools showed a dramatic surge.

Over the past year, the Global Chatbot generated an impressive engagement rate of 31.5%. This metric alone points towards a dramatic improvement in capturing visitor attention and initiating a conversation, showing a whopping year-on-year increase of 688% in engagement.

Beyond just engagement, the Chatbot drove conversions. It delivered a 6.4% conversation rate. This represented an uplift of 233% in conversions over the past 12 months.

Furthermore, the dedicated Visual Bot, used strategically on key pages, generated an even higher level of interaction, achieving a 65% engagement rate. This performance underscores the power of tailored, context-specific interactions in prompting user response.

Identifying and Prioritising High-Potential Leads

Another feature used extensively by Ubbink is company tracking. 

This, combined with high-potential lead identification, allows the team to track specific persona activities and gain in-depth views of their website journeys.

“Leadoo has helped in lead identification, allowing us to assign higher priority to high-potential leads within certain contact forms, ensuring our internal sales department focuses their time and resources effectively,” Kjell noted. This strategic prioritisation leads to more effective outbound calls and emails, and a direct and measurable impact on Sales productivity.

Leveraging Key Features and Future Development

The consistency and reliability of the identification features have made them indispensable. Kjell identified company tracking as their current favorite and most consistently used feature. They are currently increasing its use to confirm, for example, whether companies in the installation sector are engaging with content focused on product regulations, which indicates immediate project relevance, rather than just general educational services.

The conversational marketing tools are driving significant lead volume. The In-Page bot on their ventilation advice page, which offers in-depth product information, drove 32% of all leads over the past 12 months.

The team has also started exploring advanced features like the Leadoo AI tool. Despite initial skepticism, internal testing yielded positive feedback, with Kjell noting they “found its accuracy pleasantly surprising.”

From Contact to Conversion

Ubbink’s case study provides clear evidence for Marketing Managers that significant lead generation improvement doesn’t always require tearing down the existing website architecture, or committing to conversion rate optimisation tactics that can take months to gain any statistical significance.

By strategically adding interactive, conversational marketing tools, Ubbink has solved their lead interaction problems, moved beyond general contact forms, and successfully connected with specific individuals and high-intent companies in the Dutch market. 

The result is not just more leads, but a clearly defined, prioritised, and highly actionable Sales pipeline, backed by impressive metrics like the 233% conversion uplift. 

The Challenge for TPT

TPT Retirement Solutions has been managing pension schemes in the UK for over 75 years. They manage £9.6bn in total assets for 448,000 members across the country.

TPT has also been a Leadoo AI customer since 2023; onboarding the platform to coincide with the launch of its new website, aimed at increasing leads and enhancing user experience. In 2024, the priority shifted to improving the online customer journey and helping users to self-serve – much of which has been done through Leadoo AI.

We sat down with Ben Wood, Digital Marketing Lead at TPT, to discuss how AI is achieving this, within the highly-regulated financial services industry.

The use case for Leadoo AI and Pensions

As a leading pensions provider, TPT serves many distinct audiences via its website. These include individual members who have questions about their pension, existing clients who need support with their scheme administration, through to prospective clients who are evaluating providers.

Knowing which audience a visitor falls into, and funnelling them to the correct place, is taken care of instantly by Leadoo AI. As shown above with PensionBot, users can direct their own journeys immediately after landing onsite. For Ben, this is a core use case for Leadoo AI:

“Our site is visited by a variety of different key audiences. We need our conversational tools to help funnel them clearly, swiftly and relevantly. Not just for lead generation purposes, but for user experience. With something as sensitive as pensions, trust and usability are core values we have to demonstrate throughout our site.”

The conversational tools are serving these different journeys well. In 2024, over one third (38%) of all website visitors engaged with a Leadoo AI bot.

Streamlining Customer Service through AI

While the pre-set user pathways on TPT’s chatbots and visual bots have been great for improving UX and signposting these different audiences, a core aim for TPT was to further reduce general FAQs that were getting through to their contact centre.

As Ben explains, “for our senior colleagues, reducing the burden on our busy administration teams was a priority for the new website. Historically we receive a number of repeat questions on how members are able to access their pension, what happens at retirement, etc. While important to address, these enquiries were taking up a lot of manual time for our teams.”

Since September 2024, TPT’s digital team has been using Leadoo AI to completely streamline customer service. Now, AI instantly answers these FAQs through TPT’s ‘PensionBot’.

Successfully streamlining customer service was immediate. In the first two months of AI going live, there was a 32% reduction in website enquiries that came through to the contact centre.

For Ben, while the speed of these AI responses is impressive, their accuracy and consistency is much more important:

“With AI, I knew we needed to build in a feedback loop, so that users could score responses. We ask users if the AI answer gives them what they wanted, or if it doesn’t. I’m pleased to say that in the first month of going live, the acceptance rate on Leadoo AI responses was 92%.”

“We also ask users to score the AI responses, and in October 2024 our average score was 4.41 / 5. While we can’t expect AI to perfectly understand and reply to users in 100% of cases, it is quantifiably serving our customers well and easing the pressure on our administration teams.”

Transforming Lead Generation and Driving More Personalised Customer Experience

This case study is entirely made up of direct interview quotes with Henri Koskinen – Senior Manager, Digital Marketing – at Lindström.

Collaborating with Leadoo has brought significant value to Lindström. Over the first year of our partnership, we’ve seen substantial improvements in our customer engagement and lead generation processes. We have also been able to see the positive results in sales.

Integrating Leadoo’s interactive and engaging tools into our key pages has given us deeper insights into our lead generation process and buyers’ journey. This enables our progress towards more personalized online customer experience.

This change has been well-received by our local teams in the Baltics, where we first started the collaboration. Our teams have adopted the new platform and tools, ensuring that our website visitors are supported.
The optimisation phase has already also begun based on the first results.

The results speak for themselves: we’ve seen a substantial increase in the quality and quantity of our leads. In one of the pilot countries we’ve witnessed 64% of all leads being readily ‘sales qualified’ and integrated directly into our CRM.

In Baltics, we’ve successfully even doubled (+100 %) the number of leads compared to previous figures, thanks to our collaboration.

Our marketing managers and marketing teams have been trained, enabling them to also explore and utilize the Leadoo platform independently, while still receiving all the possible support from the Leadoo team. This hands-on support has been important in helping us understand and optimize our sales and marketing efforts.

This has been a positive change in our martech landscape also, we are working and learning together with Leadoo. 


Leadoo’s Conversion Insights can provide valuable data, such as company identification, visitor tracking and buying journey insights, which in future enables Lindström to enhance their understanding of customer behavior and the effectiveness of marketing campaigns.

Country teams now also have better access than before also to the future business potential.

The feedback from our teams reflects this success, rating the onboarding process and the  solutions with top score 5/5. Overall, Leadoo has not only met but even exceeded our joined goals and expectations, making a real impact on our digital marketing and sales efforts. 



We initially divided our country websites into two different tiers of maturity, resources and requirements, as well as the scope of Leadoo’s services. We started with a smaller scale pilot of three countries. We have gradually expanded our partnership according to our preliminary plans and based on the evaluation of the measurable results received during the pilot phase.

We look forward to further optimizing our customer journey, lead generation and qualification with the help of Leadoo’s innovative solutions and expertise.”


Who are MatrixWorks?

MatrixWorks are a provider of hardware for multi-display video technology. They are the exclusive European distributor of GeoBox – a hardware-video controller that creates visual experiences for spaces such as immersion rooms, museums, and retail spaces.

So it has a very technical product offering, for very specific audiences. And yet in 2024, it is using AI to not only answer technical user questions, but to actually drive website leads and enquiries. 

We sat down with Virginia Cheng, Co-owner at MatrixWorks, to discuss how their approach to lead generation has evolved over time. And how Leadoo AI is now helping to nurture prospective customers through their complex buying journeys.

The Original Need For Leadoo

MatrixWorks are a longstanding Leadoo customer since 2020. Prior to that, as a distributor they typically received almost all their leads via partners and word of mouth. As Virginia explains, they certainly weren’t coming through the website:

“Our website used to be more of a bulletin board. It was useful for partners to see technical specs and it had information on all our core offerings, but before Leadoo, we got almost no viable leads directly through the website.”

“When the pandemic hit though, we knew this needed to change. Everyone was thinking about how to reach out to customers and capture interest remotely. After searching online, we came across Leadoo, and it’s been integral to our lead generation strategy ever since.”

In the year after introducing Leadoo, the more conversational nature of the website and the ability to nurture users through the buying journey, led to approximately 10x the number of inbound leads from the website.

Equally important though was the Company Identification feature. Having not had similar tech on the site before, Virginia and her team can now see individual companies visiting the website, and begin ABM based on their behaviour. As she explains:

“We monitor prospective customers on our site closely thanks to Leadoo. We also have automations set up to alert us when certain types of company are taking actions like visiting specific pages or repeatedly visiting the site.”

“This has allowed our sales outreach to become more relevant and targeted. And to actually see if our marketing efforts are driving the right audiences to the site, down to individual target customers.”

“We find that when people can visualize what we sell, they get it instantly. But trying to describe the outputs and technical features in text can be difficult. So Leadoo’s Visual Bots not only help by showing us what prospects are looking at what features, but also helping them understand our offering much quicker.”

Introducing AI Onsite

However, due to the very technical nature of MatrixWorks’ hardware, they still found that some prospects were not sure exactly which product was most suitable for them. Even after browsing the website. 

What they needed was more conversational marketing – to answer technical questions in real-time and help users work out the best solution.

Enter, Leadoo AI. Specifically, in the form of ‘Matt’ – the virtual AI assistant for matrix-works.eu. Like all Leadoo AI bots, Matt was trained on a specific knowledge base; sets of web pages and company documents that he can base his answers off.

As shown below, Matt uses his knowledge base to answer even the most specific of user questions, while also dynamically suggesting follow up questions based on previous ones, and directing users towards natural conversion points.

Incredibly, since being deployed in early 2024, a conversation with the AI assistant has been a touchpoint in 90% of the leads generated through the website.

As Virginia explains though, there has been a period trial and error in terms of finding the best material to include – and not include – in Matt’s Knowledge Base:

“My business partner Jeff spent a lot of time with our Technical Account Manager Gavin to work out what guideline prompts Matt needed. For instance, we saw that after adding our old FAQ pages to the Knowledge Base, that Matt was actually able to provide much more nuanced answers to FAQs than the existing page. We now no longer have FAQ pages onsite because Matt provides much more dynamic answers to similar questions.”

International Coverage 24/7

Once Leadoo AI is trained and prompted, it runs continuously on your website. Meaning it can answer questions in 40+ languages continuously in real-time. This has proven particularly valuable to Matrix Works who sell across the whole of the EU. As Virginia explains:

“We saw one day that we had a query from a prospect in Southern Italy who worked in museums. By simply running his and Matt’s conversation through Google Translate, I could see all the specific questions he asked, and all the onsite materials Matt referred him to.”

“He quickly requested a demo thanks to Matt, and became a customer shortly afterwards! If we didn’t have Matt, we wouldn’t have closed that deal. We consider him a full time member of our sales team as well as an account manager rolled into one.”

The Need for Personalisation

WB Power is a critical power supplier across the UK, who have scaled rapidly in the past 5 years – growing from approx £25m to £200m revenue. 

We sat down with award-winning Head of Marketing, Robb Shingles, to discuss this incredible growth; how digital marketing has helped fuel it; and how Leadoo is being used to improve the quality and quantity of leads.

For Robb, the growth of WB Power and its marketing function are interlinked. Yet he explains that even though they built a consistent traffic engine through their website, investment was needed to continue improving digital results:

“I started in 2020 as our only in-house marketer, with basically everything outsourced. As we’ve taken off, we have tried to bring more of the marketing functions in-house, especially as we invested heavily in our website, SEO, PPC and referral traffic.”

“This proved very successful, but by 2024 we reached a sort of impasse. We were getting good stable results from the site, but lead generation targets were also scaling with business growth. So we shifted focus towards giving users more of a personal touch, helping them along their conversion journeys, and better qualifying leads. That’s where Leadoo came in.”

The Results

WB Power implemented Leadoo on their website in July 2024. Six months later, it had already paid for itself 27 times over in won revenue. 

In that time, closed leads that converted through the Leadoo bots onsite, were worth almost £500k. 

WB Power implemented a mix of ChatBots and InpageBots throughout their site during their onboarding stage with Leadoo. These were not only designed to answer user questions and capture leads, but also to pre-qualify enquiries that were coming through. 

For Robb, the qualification and quality of leads has been just as important as the raw number of site enquiries. And has brought tangible UX benefits too:

“We realised quickly we could qualify the customer enquiry from our side, but from their side, that level of personalisation where you help them find the right answer and you’re asking them the right questions, reassures users that you’re an authoritative business.”

“It becomes mutually beneficial. We’ve obviously seen great results in lead generation, but also in our space, we’re dealing with such a broad spectrum of potential users. If someone comes from a top-of-funnel keyword like ‘Generators’ – engaging them in a website conversation is the only way to determine exactly what they are looking for.”

Conversational tools like this drive leads directly into Salesforce via a Leadoo integration. So sales team members can see where leads have come from, what qualification criteria they’ve met, and where on the site they converted. Making life far easier, and negating the need to manually qualify leads during follow up calls – as was being done before. 

What’s Next for WB Power & Leadoo

Even though these tools have streamlined the sales process and driven tangible ROI, the company are not done scaling personalisation and conversational marketing. Perhaps unsurprisingly, AI will likely be at the heart of this. As Robb explains:

“We are looking at Leadoo AI as an option to deliver the kind of personalisation we have so far, at greater scale. We want to be able to give individual users recommendations and experiences that match their interest, and given how many more people are coming to our site in recent years, AI is the mechanism to deliver this.”

“We also want to deliver greater personalisation for our own sales team. We’re exploring how to better utilise Company Identification data with our Account Manager Alex, and the goal is to provide our reps much greater visibility on what their prospects are looking at, or even discussing with AI tools about, on the site.”

For Alex Bearman, this continued development together is extremely rewarding:

“We really enjoy working with Robb and the team, because they are happy to try different approaches, while being so focused on delivering ROI and good results.”

“With the figures from Robb, we’re able to see exactly what the different bots have delivered. Not just in terms of leads but revenue to the business. This enables us to continue optimising them even more, and to measure the impact of new tools we might introduce like AI. It’s been great to see the lead generation results scale up with the site growth that WB have driven, and we fully expect that to continue as we keep delivering more personalised experiences across more website pages.”

Who are D-Tech and TWI

We interviewed Andrew Butcher, Head of Digital at The Write Impression, as well as Abbie Baisden, Senior Customer Success Manager at Leadoo to find out how D-Tech’s journey with Leadoo AI has gone so far, and how we managed to achieve such a significant increase in conversions.

D-Tech offers a huge host of EM, RF, RFIQ and RFID technologies for tracking, managing, protecting and forecasting demand in a number of sectors, particularly in libraries, education facilities and other businesses. Their products are designed with self-service in mind, to provide organisations such as libraries the facility to allow users to check books in and out themselves. 

D-Tech became a Leadoo AI customer through our agency partner The Write Impression (TWI). TWI is a comprehensive digital marketing agency, offering services in copywriting, PR, branding and communications, to name a few, and they work with SMEs to large international organisations. 

Initial Problems & Objectives

TWI worked alongside our Experts and the client to set out some objectives for the implementation of Leadoo:

1. To increase the number of leads received

Originally, D-Tech received around 2-5 leads a month from their site. They wanted to double this to 10 leads a month, or 120 leads a year. Most of the leads generated from the D-Tech site prior to implementation were from a static contact form. Traffic levels were good – around 2000 visitors a month, and so we’d expect to see more than 2-5 leads from this once the Leadoo platform has been implemented.

2. To be able to qualify the leads coming in

Prior to implementation, D-Tech had no way to qualify leads as they came in, and they had no way to filter out spam, from questions, from leads. This means that time was taken up in filtering through the responses that came through the static form, and then of these responses, the leads needed to be manually sent to the relevant team.

 D-Tech are a long standing client of TWI, and have recently been working with them on a whole host of improvements, including revamping their website and driving traffic to the site. They realised before too long that this wasn’t equating to more leads for D-Tech, and they realised they needed to do something more to get this client some results. In steps Leadoo AI…

Solutions Implemented

Abbie Baisden, Senior Customer Success Manager and TWI’s Leadoo expert, weighs in on the solutions implemented:

“We had a look at the site and knew a starting point would be to have something on the main page to activate and engage visitors, as well as to help and direct them,” Abbie explains, “We implemented a VisualBot on the homepage to help visitors to navigate across the site, and the bot also acts as a product selector to help visitors find what they need quickly. Originally, D-Tech had a static form on their homepage which wasn’t converting – their VisualBot is now their most converting tool on the site.”

Andrew explains their initial plan of attack: “We took the top 5 pages with the most traffic, and began with putting InpageBots on those pages to help qualify and capture leads from there.”

“In addition, we’ve implemented labelling for all visitor conversations to help sort the leads, and added flags to them to ensure they’re sent to the right teams, with the right priorities,” Abbie continues, “This was something we actually realised as a result of D-Tech having more than one domain – we were getting lots of leads via the UK site for their USA domain, and so we added these in to allow us to sort and filter the leads for the appropriate teams.”

The Incredible Results

In terms of results, D-Tech achieved some pretty astounding stuff:

The Leadoo platform was implemented in March 2021. 

In 2019 – 2020, D-Tech had 23,000 sessions, representing a significant increase in traffic from the previous years, but with very few leads being received (so few that they actually weren’t recorded for this time period!). This had still achieved their main aim at this time though, which was driving more traffic to their site.

In the 1 year prior to Leadoo  implementation, March 2020 – 2021, D-Tech had 29,698 sessions, and received 101 conversions. 

In the 1 year since implementation,  March 2021 – 2022, D-Tech has had less traffic – 28,000 sessions, yet enjoyed 653 converted leads.

That’s a 546% increase in conversions!

Of those, 211 were for their UK arm, and 316 were for their US domain. Their success for the US domain was so apparent that D-Tech have now implemented Leadoo there, too!

In their first month of implementation, they went from 2-5 leads a month, to 45, and by month 3 this had increased to 166 leads. As you can see from the numbers above, they have been able to maintain this level of lead generation without needing to increase their traffic level, which D-Tech (and TWI!) are very happy with indeed. 

At their three month check up with Abbie, D-Tech reported that their leads were continuing to rise slowly, and that they now wanted to focus on better quality. 

“We’re achieving this through changing the qualification criteria for their leads, asking more specific questions, and we also made phone numbers a mandatory field within the contact node instead of a follow-up question, for example,” explains Abbie, “Some of the leads coming through were also existing clients, so we changed the conversation pathways a bit to identify who the visitor is first – asking for their country and whether they’re a new or existing client before allowing them to proceed to the form.”

Objectives Met 

✅ To increase the number of leads received. 

Originally, D-tech received around 2-5 leads a month from their site. They’re now consistently receiving 200 leads a month, and more when you take into account those which feed into their US domain and bots. Of all the leads received in the last year, 653 converted into deals.

✅  To be able to qualify the leads coming in.

D-Tech’s leads are now labelled, sorted based on the information each lead provides and sent to the relevant team automatically. No more manual sorting of leads, and spam leads or questions are filtered out and can be dealt with appropriately.