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.

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.”