Smart automation guarantees a superior customer experience and frees up time for meaningful interactions

The Lappeenranta Region Student Housing Foundation (LOAS) provides homes for thousands of students. During peak seasons, when the number of inquiries rises to hundreds per day, Leadoo’s smart tools help keep response times short and service quality high.

At the heart of the LOAS office is the goal of providing affordable homes and smooth everyday life for students. Office Manager Pirita Vuorinen leads the customer service team, whose daily routine becomes particularly fast-paced in early summer as new students begin their search for housing.

Hundreds of Inquiries a Day. How to Maintain Quality During the Rush?

In student housing, the seasons are intense. LOAS received a vast number of inquiries regarding questions for which answers could already be found on the website, but locating them was challenging for the customers.

“As a team, we want to offer a superior customer experience, fast response times, and consistent service. We wanted to ease the workload of our customer service and automate frequently recurring questions, while still maintaining personal service for those who need it” Vuorinen explains.

“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.”

A Reliable Partner with Sector Expertise

LOAS chose Leadoo because the service felt tailored to their needs from the very beginning. The representative’s expertise and the positive experiences of other student housing foundations convinced Pirita and her team.

According to Pirita, the onboarding process was very smooth: “After every meeting, we received a summary of what was discussed and the plans for the next steps. We have received great ideas from the Leadoo team on all the different ways their tools can be utilized in our operations.”

More Time for Complex Customer Situations

Although the cooperation is still relatively new, the effects are clearly visible in daily operations. Leadoo’s bots don’t just serve students; they have also become an important tool for LOAS’s own staff.

Staff Support. LOAS’s own team also utilizes the bots for internal information searches, making their workdays smoother

Less Manual Work. Bots handle many routine questions, which frees up the team’s time to solve more complex customer situations

Reliable Information Retrieval. The bots provide accurate information even for free-form questions, speeding up interactions for both parties

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.

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. 

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!”