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!”
