Who are Express Glass Warehouse?

Express Glass Warehouse is one of the UK’s leading glass suppliers, selling bespoke glass products like balconies, mirrors and screens to both trade and consumer audiences. 

Since the start of 2024, Leadoo has been increasing both engagement and conversion rates across their three different brands’ websites. So we sat down with Head of Marketing & Ecommerce, Adam Blundell, to discuss the results, and Leadoo’s impact on the bottom line.

Why Leadoo?

For Adam though, more onsite revenue was not the initial reason for looking at Leadoo. His primary issue was the websites having a chatbot that wasn’t serving as a quality lead gen source.

He explains, “we used LiveChat previously but found that we were simply taking those site messages and passing them onto the sales team. Which wasn’t very efficient, because most messages were FAQs like ‘where is my order?’ or ‘how long does delivery take for my postcode?’”

“That’s what got us interested in Leadoo initially. Seeing how we could reduce the number of FAQs into our sales teams, and help users find the answers they were looking for onsite quickly. 

“We trialled this on our Express Glass Warehouse website first. A Shopify site that sells set sizes opposed to the bespoke products of our other two sites – Express Toughening and The Glass Warehouse. But it became apparent quickly that Leadoo was going to help boost lead generation across all three domains.”

The Results

Comparing 2024, when Leadoo was on the three websites, to 2023, we can see the major impact Leadoo has had on conversion rates. 

Recorded traffic in 2024 was actually down 28%, due to less investment in marketplace sites and some forms of paid advertising. Despite this drop in traffic though, online revenue across the three domains is up 16%. 

Strikingly, this means that revenue per website visitor is up 62% in 2024, since the implementation of Leadoo. 

As Adam explains, “this year we’ve pulled back from online marketplaces like Etsy, but online revenue is actually up. That growth is only possible through enhanced website performance, which is something we’ve seen across our three domains with Leadoo.”

That enhanced performance has been achieved by employing a variety of different Conversion Tools across different site pages. 

As shown, individual product pages have their own Inpage bots to answer product specification questions. But EGW also makes use of Visual bots and Exit Intent bots to ensure users have every chance possible of finding the relevant info and products. As well as answering FAQs about existing orders, thus easing the pressure on Customer Service teams.

These varied tools have excellent engagement and conversion rates. For all bots across all sites, the average discussion to lead rate is 34%.

Meaning one third of users who start a discussion with a Leadoo tool, submit their info or end up making a purchase. 

Streamlining Processes

For Adam, aside from the huge boost to lead generation, Leadoo has also helped smooth internal processes – both in and outside of marketing. 

This starts with the nature of the leads coming in – which is making sales’ lives easier:

“Since implementing Leadoo, we’ve noticed a major decrease in FAQs needing to be answered by our sales team. The enquiries which are making it through are now of much higher quality and intent. Which helps explain the increasing revenue we’re seeing through the sites.”

But for Adam personally, Leadoo has also become his go-to marketing reporting tool:

“I use Leadoo Website Analytics on a daily basis. I report regularly to our CEO on website traffic levels, and we have had loads of issues getting accurate traffic data since migrating over to GA4. So we use LWA for all internal traffic and conversion reporting.”

For Sofia Dedyukhina and Gavin Greer, the Senior Account Manager and Senior Technical AM looking after EGW’s account, the widespread adoption of Leadoo tools to improve results, is particularly rewarding to see:

“We know how busy Adam is running all aspects of EGW’s marketing. So seeing that everything from our Conversion Kit to our real-time Analytics makes his life easier is great.”

“But the great results around lead generation and revenue, are also a credit to him and EGW. And how willing they’ve been to utilise different tools onsite. The majority of conversions aren’t coming from any one source. Across the three sites, it is a mix of the traditional Chatbot, Inpage bots on product pages, plus Visual and Exit Intent bots that are driving conversions.”

This gradual optimisation of the site with various conversion tools has actually increased Leadoo’s own conversion rates over time. In month 9 after implementing Leadoo, the conversion rate of all tools was actually 4 times higher than in month 3 after go-live. As Sofia and Gavin say:

“Different users need different touchpoints at different stages of their journeys. Express Glass Warehouse is embracing this across multiple sites to drive impressive results. So they’re a pleasure to work with, and a great case study in how Ecommerce brands can embrace conversational marketing to drive revenue over time!”

Who are Exceptional Villas?

Exceptional Villas are a luxury travel company, renting more than 3000 high-end villas for short stays all over the world. 

As their name suggests, their USP centres on creating one-of-a-kind holiday experiences for clients. Yet that starts well before the holiday, with a bespoke and personalised sales process. Something they are increasingly building into their website experience with Leadoo.

We sat down with General Manager at Exceptional Villas, Linda Browne, and her Conversion Experts at Leadoo AI, to examine how that shift is improving UX and site performance, and delivering notable ROI within the first year of being implemented.

The Need for Conversational Tech

Exceptional Villas sell knowledge and quality when planning high-end holidays. When you book a villa through them, you deal with a sales consultant who specialises in your chosen destination for example. 

So for Linda, echoing that expertise and bespokeness onsite was a must. Conversational experiences are an effective way of doing this, but the tech needs to be right. As Linda recalls:

“I was approached by many conversational marketing companies and we never really found a suitable fit. A lot of them were just livechat options. But because our focus is on high-end luxury travel, I always knew our clients expect us to have really in-depth knowledge of our destinations, and create personalised experiences for them.”

“So we needed to partner with a company who could offer us that really customised solution. And give our onsite users the kind of personalised experience that our sales team do – even if they are just browsing.”

Exceptional Villas have been able to customise Leadoo AI’s conversational tech to create bots that let users do everything from working out their perfect destination, to checking availability of certain villas, to submitting enquiries on holidays they’ve already booked.”

Personalisation Boosting the Sales Process

Linda and the team found that extending these personalised experiences onsite is not only improves UX and conversion rates, but also Exceptional Villas’ entire sales process: 

“What we love about Leadoo is that it makes it easier for people to engage with us while they’re on the site. Previously we only had a contact us button which went to a static form to enquire about a villa. There was never an option to just ask a quick question while researching.” 

“Also, when someone makes an enquiry through the Leadoo bots now, the backend logic directs them to the most relevant salesperson. So they know who they’ll be speaking to while still on the site. That salesperson is then with them for the rest of their journey with us.”

Delivering Exceptional ROI

The results of making website browsing and enquiries more interactive have been profound. In the first 7 months of having Leadoo’s conversational bots onsite, they have been directly responsible for €209,000 in revenue from holiday bookings.

We know that because Conversion Journey insights maps lifetime journeys of individual site users. Which is important for Exceptional Villas because as Linda explains:

“As a luxury travel brand, the journey our customers go through is not just – ‘I’m going to come on the website and book that luxury property today.’ It’s quite a long and research-intense buying journey. On average it is about 2-3 weeks even if they have destinations in mind.”

Even with these intensive sales cycles, the €209,000 in directly attributable Leadoo bot bookings represents a 24x return on the investment into Leadoo over the first 7 months of being live. Even when factoring the marketing cost of Leadoo for an entire year, it represents a 15x return already. 

Leadoo Syncing With Salesforce

ROI can be tracked instantly because of Leadoo’s two-way integration with Salesforce – the CRM that Exceptional Villas use. As Linda explains:

“Every lead that Leadoo generates goes straight into Salesforce and is assigned to the most relevant or knowledgeable person about that specific destination or villa. So our integration via Leadoo has been extremely helpful from a business perspective.”
“Leadoo is also giving our sales team insights into the pages users are browsing – which is invaluable.

We have over 3000 villas available. So the choice is almost endless for people. But being able to see exactly which villas people have looked at before we have that initial consultation with our sales team allows us to deliver the bespoke holiday experiences our customers rightly expect.”

What’s Next on the Conversion Front?

Exceptional Villas are looking to arm their sales team with even more insights by trialling sales alerts. Which will alert salespeople when prospects that they own in the CRM system return to or visit certain pages on the website.

They are also looking to simply utilise more Leadoo bots. Below you can see a video of a relatively new visual bot in action. Being used right at the top of the marketing funnel – on a high traffic but relatively low intent blog.

As Linda explains, “the New York to the Caribbean blog has always gotten loads of traffic because it ranks so well in Google. But before Leadoo, we never once had a direct enquiry from it. On Sofia’s recommendation we added the visual bot to it, and in the short time since then, we’ve already generated 4 sales enquiries from it – which is potentially worth tens of thousands in new revenue for us.”